In 2026, ChatGPT ad reporting will function as a layered system, integrating data from the OpenAI platform with marketing platforms like Google Ads and Meta Ads Manager, and offering a new ‘Conversation Insights’ dashboard directly within the ChatGPT interface. This allows advertisers to track ad performance not just by clicks and conversions, but by the quality and nature of the conversations generated.
As of December 2025, basic metrics like impressions, clicks, and cost-per-click are available through connected ad platforms. However, in 2026, reporting now includes ‘Intent Signals’ – categorised themes identified within user conversations initiated by the ads. These signals, processed using natural language processing, indicate user needs and interests. The ‘Conversation Insights’ dashboard will visualise these signals, showing trends and allowing filtering by demographic data (where privacy regulations, such as those enforced by the OAIC in Australia, allow). Currently, OpenAI is piloting a ‘Sentiment Analysis’ score for each conversation, indicating positive, negative, or neutral user sentiment. Integration with Australian CRM systems is also expanding, allowing for closed-loop reporting linking ad-initiated conversations to sales outcomes. Data residency options for Australian businesses are expected to be clarified in early 2026, addressing data sovereignty concerns.
Ultimately, ChatGPT ad reporting in 2026 operates by analysing the content of user interactions to provide a deeper understanding of ad effectiveness beyond traditional metrics.
