As of December 2025, ChatGPT ads – specifically those run through platforms like Microsoft Advertising (which integrates with ChatGPT) and emerging direct-to-ChatGPT advertising options – are increasingly compatible with various attribution models, though full integration is still evolving.
Currently, attribution works primarily through tracking parameters added to the URLs generated by ChatGPT ad campaigns. When a user clicks a ChatGPT ad, these parameters are appended to the landing page URL. Marketing platforms like Google Analytics 4 (GA4), Adobe Analytics, and Australian-based attribution tools such as Roket Digital or Attribution can then read these parameters to assign conversion credit. Microsoft Advertising now includes enhanced conversion tracking features leveraging AI to model conversions even with limited data, which is particularly useful for smaller Australian businesses. In 2026, we anticipate more sophisticated first-party data integration options within ChatGPT itself, allowing for more precise attribution reporting. However, privacy regulations like Australia’s Privacy Act 1988 and the ongoing focus on consent management mean that reliance on third-party cookies is diminishing, and marketers are shifting towards consented first-party data strategies. The cost of attribution modelling tools in Australia typically ranges from AUD $500 to $5,000+ per month depending on complexity and data volume.
Ultimately, ChatGPT ad attribution relies on the consistent passing of tracking data through URLs and the ability of marketing analytics platforms to interpret that data to determine the ad’s role in the customer journey.
