Product
More ways to measure ChatGPT Ads
Expanding tools and partnerships to help advertisers understand the impact of ChatGPT Ads on their businesses
ChatGPT reaches 1.2 billion people each week, making it the world’s largest AI-native consumer platform. As people turn to ChatGPT to explore possibilities, compare options, and decide what to do next, businesses need ways to understand how advertising in those moments contributes to their goals. Robust measurement solutions help advertisers see what’s working and decide where to invest.
That's why we’re expanding our measurement tools and partnerships to help advertisers build that understanding. By connecting ChatGPT Ads with measurement solutions businesses already use, we’re giving advertisers more ways to evaluate performance while protecting the privacy of conversations.
Connecting campaigns to business outcomes
Our measurement philosophy for ChatGPT Ads is focused on supporting both in-house and partner-led measurement solutions, and this includes support for signals via Pixel and Conversions API (CAPI), attribution, incrementality, and brand measurement. We are excited to announce our first set of third-party partners across these offerings.
Effective measurement starts with connecting advertising to business outcomes. Our pixel and CAPI solutions help advertisers measure actions such as purchases, leads, installs, and sign-ups, and use those signals to optimize campaigns. Integrations with Hightouch, Tealium, and LiveRamp make it easier for advertisers to send conversion data from their existing systems to ChatGPT Ads.
We now support leading attribution partners across the web and app space, enabling Conversions API, reporting, and click attribution solutions with companies including AppsFlyer, Triple Whale, Adjust, DV Rockerbox, Northbeam, Branch, Singular, Kochava, Airbridge, and Tenjin. We also have partnerships with full-funnel and advanced measurement partners, including Fospha, Measured, and INCRMNTAL.
Incrementality measurement plays an important role in building a fuller understanding of advertising’s business impact. While our work on incrementality is still in its early stages, we’re partnering with Haus, Measured, and WorkMagic to explore geo-based experiments to help advertisers understand the causal impact of ChatGPT Ads. Together, we’re learning the best ways for advertisers to run experiments and interpret the results as the platform evolves.
Finally, as we begin experimenting with new placements, we are also in early-stage testing with Kantar and Cint to measure the impact of ChatGPT Ads on brand resonance metrics.
Early measurement results
The most exciting part of these announcements is the early results we are seeing across different measurement methods, validated by these partners:
15.3%
Lower CPA than the paid search benchmark
DV Rockerbox measured WeightWatchers’ attributed CPA on ChatGPT Ads at 15.3% below its blended paid search benchmark.
Together, these efforts help advertisers build a clearer picture of performance — from the actions people take after engaging with an ad, to the broader effects on their business and brand. We’ll continue working with these and other partners to help advertisers understand the value of ChatGPT Ads.
Helping advertisers measure and optimize beyond the click
People often come to ChatGPT to work through a task or decision, and clicking an ad may not be their immediate next step. We already observe conversions following ad impressions without a qualifying click. In an early analysis of global campaigns optimized for deeper-funnel outcomes, 52.7% of eligible one-day view-through conversions occurred within an hour of the matched ad impression. Many of these measured outcomes happen soon after the ad appears.
Independent studies also help advertisers understand whether their ads generated additional business. WorkMagic’s geo-lift study estimated 2.3x more incremental orders for Dose than were captured by last-click attribution. Together, attribution and incrementality measurement give advertisers more ways to understand the outcomes that click-only reporting may miss.
We’re expanding our tools to help advertisers measure these purchase journeys and learn from them to improve performance. Advanced conversion optimization learns from eligible click-through and view-through conversions for an advertiser’s selected goal. Purchases following either path can inform future ad delivery, giving the system more information to help find the next customer.
For reporting, advertisers can select a click-through attribution window that fits their buying cycle and include a one-day view-through window to measure conversions following an impression without a click. These settings control attribution in reports; they do not change how campaigns optimize.
Getting the most from these tools starts with good conversion signals. Our pixel and Conversions API (CAPI) provide information about purchases and other actions people take. Event Quality Score (EQS) helps advertisers assess the quality of those signals and identify opportunities to improve them, giving our measurement and optimization systems better information to work with.
Building confidence while protecting conversations
Confidence in advertising also depends on understanding the environment where ads can appear. OpenAI’s advertising policies and guardrails are designed to protect users, preserve trust, and give brands confidence in their ad placements. Our placement guardrails assess whether a conversation is appropriate for advertising, helping keep ads out of emotionally vulnerable, sensitive, or otherwise unsuitable contexts.
Automated review, human oversight, and ongoing monitoring help us identify and address policy violations and improve our safeguards over time. For narrow placement requirements specific to a brand’s own policies, Negative Phrases are now available to qualifying advertisers.
We’re also developing brand suitability evaluation pilots with DoubleVerify (DV) and Integral Ad Science (IAS) to help advertisers build a better understanding of the ads environment. This approach allows independent partners to assess how our brand safety standards are applied in a controlled testing environment, without accessing private user conversations. Our goal is to give advertisers greater transparency into how those safeguards work while protecting conversation privacy.
“As advertising expands into AI-native environments, marketers need confidence that brand safety protections are durable, consistent, and built to operate at scale. IAS’s independent evaluation will assess how OpenAI’s safeguards perform across a broad and evolving range of scenarios, giving advertisers greater transparency into brand safety and suitability, while preserving the privacy of real user conversations.”
“ChatGPT is creating a fundamentally different advertising environment, where context is defined by the conversation itself rather than a page or video. As advertising in these environments scales, delivering ads next to conversations that align with advertisers’ suitability goals becomes essential. We’re excited to partner with OpenAI with the goal to bring independent measurement to this dynamic environment while respecting user privacy, helping to give advertisers greater confidence as they explore this emerging and promising channel.”
Together, these efforts give advertisers more ways to understand and be confident about how their ads appear in ChatGPT. We’ll continue building with advertisers and partners as we learn, while keeping ChatGPT’s answers independent and conversations private.