OpenAI’s ChatGPT ad measurement gaps keep marketer budgets at test level
Seven months after OpenAI began selling ads in ChatGPT, marketers still struggle to measure campaign performance, leaving budgets at test levels. Agencies report that ChatGPT shows around 100 clicks while their own logs record only 20, and conversions appear 24 to 36 hours later than on Google.
Many advertisers have not enabled conversion tracking because signing OpenAI’s tracking terms raises legal concerns about liability and data use. OpenAI’s conversions API could improve attribution, but enterprise clients are slow to adopt it and smaller firms often lack the staff to set it up correctly. As a result, most campaigns are still optimized toward clicks or impressions rather than cost‑per‑acquisition or return on ad spend.
“The transition now that we are able to optimize to CPA, rather than focusing on CPC and leading metrics, has been pivotal,” Jellyfish’s Victor Batista, senior paid media director said.
“I think with time, as they gain confidence in their measurement suite, we will see further evolution, and platform confidence will improve as more data is analyzed across partners,” Jellyfish’s Victor Batista, senior paid media director said.
OpenAI introduced ads in ChatGPT seven months ago, but its measurement tools have remained basic, prompting marketer frustration.
What we know
Seven months after OpenAI started selling ads in ChatGPT, marketers are still asking how they’re supposed to measure them.
Two weeks after running a U.K. lead‑gen campaign on ChatGPT, the platform showed zero conversions despite form fills being recorded.
ChatGPT reported around 100 clicks while the agency’s own tracking recorded only 20.
Conversions on ChatGPT appear 24 to 36 hours later than the few‑hour lag seen on Google.