Where does the data in the tool come from?

From four places, and the tool always tells you which is which:

• Your site, through our own crawl. That's where the map comes from.
• The project's Search Console and Analytics, through your authorization. That's where real clicks, impressions, and positions come from.
• A search data provider, for keyword volume, difficulty, backlink profiles, and competitor rankings.
• The AI models, for the runs that measure citations.

The last two are paid per call, which is why they're the ones that consume allowance.