ChatGPT Ads Reporting: Metrics, Columns, Exports & Dynamic URL Parameters (2026)

Reporting is where most ChatGPT Ads programs quietly go wrong. Not because the numbers are unavailable, but because the default view answers a narrower question than advertisers assume it does — one combined conversions figure, a 24-to-48-hour lag, and a Segment menu that does not do the thing its name suggests. The result is a lot of correct campaigns being cancelled on incorrect readings.

The metrics Ads Manager reports

Available at campaign, ad group and ad level, in table view, chart view and CSV export.

That is the whole list today. There is no conversion value column, no cost-per-conversion column, no ROAS column — you divide those yourself from spend and conversions. The one addition since launch is VTA (1d), which is reported separately rather than folded into Conversions, for reasons worth understanding before anyone in your business sees the number. OpenAI states additional metrics and reporting views will arrive over time; we track shipped changes in the news timeline.

View-through conversions: what VTA (1d) counts, and what it must not touch

For eligible accounts, Ads Manager reports one-day view-through conversions at campaign, ad group and ad level. A view-through conversion is counted when someone converts within one day of an eligible ad impression and no qualifying ad click receives credit for the same conversion. If both an impression and a click qualify, the click gets credit — the two can never both be counted for one conversion.

You will find it in three places: in the attribution breakdown when you hover the Conversions column, as an optional standalone column called VTA (1d) added through Edit columns, and in CSV exports.

None of this requires a change to your setup: the same submitted conversion events support both click-through and view-through reporting, and no attribution settings need editing. Used properly, VTA answers one narrow question well — is this creative influencing people who never click? On a conversational surface that is a more common outcome than on a search results page, which is precisely why it is worth watching as a directional signal and never as a target. We cover how we structure this for clients on the measurement service page.

Breaking the combined Conversions total into individual events

This is the highest-value thirty seconds in the whole interface, and it is behind a menu almost nobody opens. By default, Ads Manager displays one combined Conversions total for the selected scope and date range. If you are firing purchase, lead and registration_completed, all three are summed into a single number that means very little.

1. Open the three-dot menu.
2. Select Edit columns.
3. Expand Conversions & events.
4. Choose the events you want as columns.
5. Select Save changes.

Once selected, those event columns also flow into CSV exports. The headers arrive in a machine-readable form — attributed_event_account_created, attributed_event_registration_completed and so on — which makes them straightforward to join to your own warehouse tables without hand-mapping display names.

The 24 to 48 hour conversion delay

Conversions are not reflected in Ads Manager immediately. OpenAI's documented guidance is to allow 24 to 48 hours for attributed conversions to be included in reporting.

Clicks and spend, meanwhile, appear promptly. The practical consequence is a reporting shape that looks alarming and is entirely normal: day one shows spend and clicks with a conversions column reading zero. We have watched more than one advertiser kill a campaign on that view before the first attributed conversion had any opportunity to land.

Dynamic URL parameters and macros

This is the feature that turns ChatGPT Ads from a black box into something joinable with the rest of your stack, and it is new enough that most accounts we audit are not using it. Ads Manager supports custom landing page query parameters built from your own text or from supported macros, populated automatically at delivery time.

Where to configure them

From the three-dot menu on the Campaigns, Ad Groups or Ads page, choose Edit campaign, Edit ad group or Edit ad. In the edit modal, use Landing page query parameters.

The precedence rule that catches people out

More specific settings take precedence, in this order:

1. Ad URL — highest precedence
2. Ad
3. Ad Group
4. Campaign — lowest precedence

If a parameter is already set at the Ad URL level, campaign, ad group and ad-level settings will not overwrite it. When a macro appears to be silently ignored, this is almost always why — someone hardcoded the parameter into the landing page URL months ago and the campaign-level setting has been losing the fight ever since.

Exports: cumulative vs daily

The first two options use identical cumulative metrics — the only difference is which rows are included. If you are building anything that needs a time series, Export daily values is the one you want, and it is the one to schedule if you are loading ChatGPT Ads data into a warehouse alongside Meta and Google.

Insights charts

1. Select the chart icon next to the three-dot menu.
2. Click View insights.
3. Select the metrics you want — impressions, clicks, spend, or any combination.
4. Set the date range.

Note what the chart view offers: impressions, clicks and spend. Conversions are not among the charted metrics, which is another reason the CSV export rather than the interface is the honest home for outcome analysis on this channel today.

Product-feed reporting: what the Products tab is not

For product feed campaigns, the Products tab is an insights-backed reporting view, not a complete feed inventory. Products appear there only after an active campaign delivers and generates reporting data.

This distinction matters for retailers debugging feed problems. An empty or short Products tab does not mean your feed failed to ingest — it may simply mean those SKUs have not served yet. To confirm feed readiness and eligibility, use the product count shown during ad-group setup, which reflects the feed rather than delivery.

Troubleshooting: conversion events reading zero

A conversion event can be firing correctly, be accepted by OpenAI, and still report zero in Ads Manager. There is one dominant cause and it is a configuration mismatch, not a tracking failure.

Troubleshooting: clicks that do not match analytics

Ads clicks measure ad interactions. Analytics sessions measure something materially different, and the two will never reconcile exactly. OpenAI names the usual suspects: page load behaviour, redirects, consent settings, browser blocking, UTM handling, attribution windows and time zone settings.

1. Align the date range and time zone first. A large fraction of reported discrepancies are a time zone offset and nothing more.
2. Pull the CSV export and compare at campaign and ad level rather than account level — the gap is usually concentrated in one or two ads.
3. Check the redirect chain. The oppref click reference is appended to your landing page URL and needs to survive redirects; a link shortener or a marketing-automation bounce page that strips query parameters will break attribution while leaving clicks intact.
4. Check consent and blocking. Browser-side collection is structurally degraded, which is the argument for running the Conversions API alongside the pixel.

A stable gap is expected and manageable. A gap that widens over time is a signal, and the redirect chain is where we find the cause most often. The mechanics of oppref, first-party cookie storage and server-side event enrichment are covered in the conversion tracking guide.

Sending conversions from a CDP or attribution platform

You no longer have to write the Conversions API integration yourself. Three vendor paths are now documented.

Both are worth considering if you already run one of them. The caveat is the same as with any managed conversion pipeline: you still own the deduplication contract. If a CDP sends an event that your pixel also fires, they need the same event ID or you will double-count — and a double-counted conversion feeding an oCPC campaign does not just misreport, it actively mis-optimises.

What to include when you contact support

OpenAI publishes the list, and sending it up front is the difference between a same-week answer and a fortnight of round-trips. It also happens to be a decent self-diagnosis checklist — assembling it resolves the issue about a third of the time.

• Ad account ID
• Campaign and ad names
• Date range and time zone
• Ads Manager CSV export
• Analytics comparison
• Pixel ID
• Event names
• Sample conversion timestamps
• Screenshots of the discrepancy

A reporting cadence that works

1. Daily — delivery only. Impressions, clicks, spend. Confirm campaigns are serving and pacing. Do not touch bids on a daily conversion read.
2. Weekly — the real review. Export daily values, roll into weekly cohorts, compute cost per conversion yourself, and compare against your control campaign. This is the unit at which decisions get made.
3. Monthly — reconcile Ads Manager against your own analytics and against revenue. Expect a gap; document its size so a change in the gap is itself a signal.
4. On every change — one variable at a time, dated in a change log. Ads Manager records account change logs, and your own annotation of what you changed and why is what makes the weekly numbers interpretable three months later.

Sources and further reading

• OpenAI — Measure Results
• OpenAI — Conversion Measurement
• OpenAI — Conversion-optimized Campaigns
• Hightouch — OpenAI destination documentation
• GPT Ads AI — ChatGPT Ads conversion tracking
• GPT Ads AI — ChatGPT Ads conversion campaigns (oCPC)