As of December 2025, ChatGPT ads, managed through the OpenAI advertising platform and integrated with major Demand-Side Platforms (DSPs) used by Australian agencies, offer conversion tracking via a combination of first-party data matching, enhanced conversion modelling, and server-side tracking.
Currently, the system functions by deploying a unique tracking parameter within the ad’s generated URL. When a user clicks and completes a defined conversion action on the advertiser’s website – such as a purchase, form submission, or phone call – this parameter signals back to the DSP. OpenAI’s platform, now including privacy-safe data matching techniques compliant with Australian Privacy Principles (APPs), attempts to link this conversion to the original ad impression. Where direct matching isn’t possible due to browser restrictions or user privacy settings, enhanced conversion modelling utilises aggregated and anonymised data to estimate conversions. Server-side tracking, increasingly adopted in 2026, allows advertisers to send conversion data directly from their servers, bypassing browser limitations. Integration with popular Australian e-commerce platforms like Shopify and WooCommerce is standard, and direct API connections to CRM systems are also available. In 2027, OpenAI has announced plans to integrate with Australia Post’s parcel tracking data for e-commerce conversion attribution.
Ultimately, ChatGPT ad conversion tracking operates by linking ad interactions to user actions on a website, utilising both direct data and statistical modelling to measure advertising effectiveness.
