Conversion measurement helps you understand the actions people take after clicking an ad in ChatGPT, such as making a purchase, submitting a lead, or completing a registration.
To measure conversions, create a data source in Ads Manager and send conversion events using the OpenAI Pixel, the Conversions API, or both. OpenAI evaluates those events against the conversion events configured for your campaign and the applicable attribution window.
To learn where the Conversions metric appears in Ads Manager and how to export reporting data, see Measure Results.
How conversions are measured
A conversion can be reported when:
OpenAI receives an event from a data source connected to your ad account
The standard or custom event matches a conversion event configured for the campaign
The event occurs within the applicable attribution window
OpenAI can connect the event to an eligible ad click using available measurement signals
These signals may include the OpenAI click reference, eligible advanced matching information, and modeled measurement where available.
The OpenAI click reference, called oppref, is appended to the end of the landing page URL in the following format: www.openai.com?oppref=gAAAAAb123. The OpenAI Pixel captures oppref and stores it in a first-party cookie so it can be associated with later conversion events. When available, advertisers can include oppref in Conversions API calls.
For more resilient measurement, you can use the OpenAI Pixel and Conversions API together. When the same conversion is sent through both methods, use the same event ID so OpenAI can deduplicate it. See the OpenAI Pixel, Conversions API, and supported events documentation for setup instructions.
Advanced matching and measurement quality
Advanced matching
Advanced matching can help improve measurement quality when direct click information is incomplete. For example, an advertiser may send eligible first-party information, such as normalized and hashed contact information, with a conversion event. This can help provide a clearer view of campaign performance and support better optimization.
Automatic advanced matching
Automatic advanced matching (AAM) is now the default for new Web pixels, and on August 17, 2026, we’ll also enable it for existing Web pixels to help more advertisers benefit from improved website conversion measurement. If you prefer not to have AAM enabled, or need more time for review, go to Tools > Conversions > Data Source, then Edit pixel to opt out. You can re-enable AAM later when ready.
Automatic advanced matching helps connect website conversions to your ads when a click identifier is unavailable.
When enabled, the OpenAI Pixel automatically detects supported customer information entered into website forms. The Pixel normalizes and securely hashes this information in the browser using SHA-256 before including it with conversion events. Raw customer information is not sent to OpenAI through automatic advanced matching.
You do not need to manually pass customer information or make any changes to your Pixel implementation.
To enable automatic advanced matching, go to Tools → Conversions → Data Source in Ads Manager and select Enable for all Web data sources.
Modeled measurement
Where modeled measurement is available, OpenAI may also use aggregated patterns from observed conversions to estimate attribution for otherwise unattributed advertiser-reported conversion events. This can help make conversion measurement more complete, which gives campaigns better context for optimization. Reported conversion totals may include modeled conversions where available.
Conversion data should be shared only when permitted and in compliance with applicable laws and OpenAI terms. Only send conversion data after providing clear and comprehensive information to users about the data you collect on your site or app and obtaining all necessary consents where required by law. OpenAI uses privacy and security safeguards for conversion data, and Ads Manager reporting is designed to show campaign performance rather than individual-level user activity. The developer documentation includes the latest formatting and hashing guidance.
How to improve measurement quality
Higher-quality conversion signals can make reporting more useful and give campaigns better context for optimization.
Install the OpenAI Pixel across relevant pages, and send conversion events when the intended action occurs
Preserve the OpenAI click reference (oppref) through redirects and landing-page navigation
Include the click reference (oppref) with server-side events when it is available
Provide eligible advanced matching data when permitted and supported
Use the Pixel and Conversions API together, with the same event ID for the same conversion
Why OpenAI and third-party analytics may differ
OpenAI Ads Manager, your analytics provider, and other ad platforms may report different conversion totals. Common reasons include:
Different attribution methods or attribution windows
Event timestamps, reporting time zones, or date boundaries
Browser, consent, and storage conditions that affect available measurement information
Different deduplication behavior
Campaign or conversion-event configuration
Modeled conversion reporting, where available
A difference does not necessarily indicate an error.