Tools · Ad platforms
ChatGPT Ads
A new channel, set up to be measured from day one.
ChatGPT ads are labeled sponsored ads that OpenAI shows in ChatGPT conversations, bought in OpenAI's Ads Manager. Donut Analytics builds and runs them: ad groups organized around the questions people ask, every claim checked against the landing page, and OpenAI's pixel installed through Google Tag Manager so the ads report the actions people take on your site. The channel is new, and so is our work in it, so we start small and scale on what the data shows.
How we use it
How we run ChatGPT ads
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Ad groups built around questions
We group ads by the kind of question someone asks ChatGPT, with a few ads in each group, so each kind of conversation gets an ad that fits it.
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Every claim backed by the page
Each ad links to one page, and every claim in the ad has to be backed up there. We check each one against the site before the ad goes in for OpenAI's review.
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OpenAI's pixel in Tag Manager
We install OpenAI's pixel through Google Tag Manager, under the same consent rules as your other ad pixels. It records page views, engaged visits, product views, add to cart, orders, leads, and clicks to call, get directions or email, and we check it live for duplicate events.
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Tracking parameters set once
UTM parameters are set once at the campaign level, filled in with the campaign, ad group and ad IDs, so every ChatGPT click shows up in Google Analytics labeled the same way as the rest of your paid media.
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Verification and crawler access
OpenAI asks advertisers to verify the business behind the account, and we help clients gather what it asks for. Its ad crawler also has to reach your landing pages, so we check that robots.txt and your security settings let OpenAI's crawlers through.
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Small first, and a person flips the switch
We start with a small test budget to confirm tracking works, then scale on what the data shows. A person turns the ads on and handles billing. Our AI tools draft and check, and nothing launches without a person's go-ahead.
What it can’t tell you
What ChatGPT Ads can't tell you yet
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What good looks like
OpenAI began testing ads in ChatGPT in the US in February 2026. There's no long record of benchmarks to plan against, ours included, so a first campaign is a test you read on your own numbers.
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Which sales would have happened anyway
OpenAI's pixel and Conversions API credit actions that follow an ad click within the attribution window you set. Like every platform report, they can't say which of those sales were coming regardless.
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How you show up in the answers
Buying ads won't change what ChatGPT says about you. Showing up in the answers themselves is a separate job, covered on our OpenAI page.
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Everyone who uses ChatGPT
Paid plans don't show ads, and neither do accounts of people under 18, Temporary Chats, or conversations near sensitive topics like health. Your ads reach part of ChatGPT's audience.
FAQ
Questions about ChatGPT Ads
- How do ChatGPT ads work?
- Advertisers set up campaigns, ad groups and ads in OpenAI's Ads Manager. The ad is a chat card with a title, a short description, an image and a link, and ChatGPT shows it labeled and separate from its answer. Campaigns can bid on clicks or, with conversion tracking in place, on conversions.
- Who sees ads in ChatGPT?
- Adults on ChatGPT's Free and Go plans, in the markets where OpenAI runs ads. Plus, Pro, Business, Enterprise and Edu accounts don't show ads, and neither do accounts of people under 18.
- Do ChatGPT ads change ChatGPT's answers?
- No. OpenAI says ads don't influence ChatGPT's answers and that conversations stay private from advertisers. Showing up in the answers depends on whether ChatGPT's search can reach and understand your site, which is a separate job from buying ads.
- How do you track conversions from ChatGPT ads?
- With OpenAI's pixel, installed through Google Tag Manager under the same consent rules as your other ad pixels, and UTM-tagged links so the clicks show up in Google Analytics. OpenAI also offers a Conversions API for server-side events, matched to the pixel by event name and event ID so one action isn't counted twice.
- Are ChatGPT ads worth testing yet?
- For some businesses, with a test budget you can afford to learn from. The channel is new and has no long track record, so Donut Analytics starts small, confirms tracking works, and scales only on what the data shows. We don't have results to show yet, and we won't guess at them.
- Can a local business run ChatGPT ads?
- Yes. Campaigns can target by location, including regions and markets, so a local business can keep its ads near the people it serves. Each ad still has to link to a page that backs up what it says.
Pairs with
Test ChatGPT ads with tracking in place.
Tell us what you’re working on. We’ll build a measurement-first plan for your brand. Email hello@donutanalytics.com or call (407) 394-9720.