ChatGPT Ads Gets New Measurement Tools, Weekly Reports and Visual Ad Formats – ALM Corp

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Open AI has launched several changes to ChatGPT Ads recently, and most of them are related to making it easier for advertisers to monitor their expenses. Search Engine Land published the information on October 16, 2026. In particular, the changes include:
There are two main tasks here – increasing the advertiser’s oversight of the ongoing campaigns and testing new methods of promoting products within the ChatGPT platform.
Advertisers are seldom going to throw good money after bad when it comes to a new channel, and a lack of reporting can keep it at the level of a test budget, no matter how good the creatives are.
That’s the context in which most of these updates are taking place: partner integrations ensure that external tools can access the numbers, the Conversions page serves as a reminder that tracking is working correctly, and weekly emails keep the trend at the top of the mind of whoever monitors the account – all without being particularly fancy, but answering the question that often precedes a budget increase.
OpenAI has extended its measurement integrations to include Northbeam, DV Rockerbox and INCRMNTAL. Mobile measurement partners Kochava, Tenjin and Airbridge are also part of the expansion, so advertisers can choose between options on two fronts: the more general marketing measurement tools, and the mobile focused ones.
The two partner groups perform different functions. Mobile measurement partners track the outcome after someone taps on an ad on their smartphone, for example an app installation or an action within the application, which makes them most relevant to app advertisers. The broader marketing measurement providers analyze a wider range of marketing activities.
In practical terms, advertisers can assess the outcome of their campaigns through the supported third-party tools that will be available to them aside from what ChatGPT Ads reports on itself. That’s a common practice in other ad channels, so these connections may facilitate the incorporation of ChatGPT spend into the reporting systems that advertisers already use. Teams that lean on one of the named vendors will be the first to observe the change.
The Conversions page in Ads Manager has been reimagined as a living dashboard, available across its tabs. By aggregating conversion activity, event trends, the optimization status and diagnostic warnings in one place, Advertisers can efficiently evaluate the health of their measurement setup.
The page aggregates volume and trends of conversion events, as well as the percentage of active campaigns that are optimizing for conversions. The presence of warnings can be used as a signal that a deeper inspection of the measurement setup is due, and a direct link to the Diagnostics tab enables quick access to the issue resolution.
The optimization percentage requires a closer inspection. If the majority of advertisers’ active campaigns are not optimizing for conversions, there is a risk that they are being evaluated on metrics that do not reflect actual conversions, thus impacting the accuracy of return evaluation.
Measurement issues can occur at any time, and advertisers may find themselves in situations where a drop in conversion volume has prompted a reassessment of their attribution strategy. Having a page focused on diagnostics makes it easier to address such cases, as it serves as a reminder that optimization is not taking place and provides clear answers to what should be done next.
Advertisers who have active campaigns can now receive weekly account summaries by email that show how their accounts are faring compared with the previous week. A weekly summary is probably more of a reminder than a dashboard; it won’t replace opening Ads Manager to check progress during a launch, but an advertisement manager can give his or her week-over-week performance a quick once-over.
Meanwhile, advertisers can report bugs or suggest improvements through a menu item in the Ads Manager account. For such a young product, a direct line from its advertisers is probably worth more than you might think.
On the visual side, OpenAI is testing more prominent ad experiences and placements. The tests include wider ad cards and larger images on desktop, and full width images on mobile.
The tests are using current advertiser campaigns and creative, so no further action is required to participate in the current format tests. Advertisers do not need to create new creative to be included. It also means an existing ad may look quite different during these tests, so it’s worth comparing results with that in mind.
The timing is worth noting; the tests arrive alongside the launch of ChatGPT’s Intelligent UI, so the ad formats and the interface are changing at the same time. That makes it hard to tell the effect of a new ad layout from the effect of a new interface.
Bigger placements come with a trade off OpenAI will have to consider; an ad taking up more of the screen is harder to miss, but it also changes how a chat feels. The coverage does not say how OpenAI will assess that balance.
Separately, OpenAI plans to experiment with a multi-image ad format during image generation. It will likely begin rolling out this functionality to a limited number of advertisers within the U.S. first, so most advertisers will not have access to this feature anytime soon. Image generation is also a novel context within the larger search advertising space as a user generating an image has likely already seen visual outputs and a multi-image ad format may be more appropriate than a textual anchor. This is an informed speculation as the coverage does not describe the mechanics of such ad formats.
Image generation can be seen as a different moment compared to a standard text query. A user engaging in image creation is likely already exposed to visual results and a multi-image ad format could be more appropriate than a text-based link. This is an informed speculation as the coverage does not describe how such ad formats would work.
The visual formats remain experimental, OpenAI has not disclosed performance results or a potential for wider release timeline, and the coverage does not provide any figures on how many advertisers are taking part in the tests, which leaves no public benchmark as to the impact larger images may have on results.
Measurement around ChatGPT has other variables, Search Engine Land reported a day earlier, which sees the tool seemingly having dropped UTM tracking, making AI referral traffic more difficult to measure. Partner integrations and improved conversion diagnostics may benefit advertisers on the advertising side, but anyone relying on referral data is left to contend with an entirely different set of challenges.
The updates do not require advertisers to make any significant changes, but there are a few recommendations to consider right away.
Q1: What did OpenAI announce for ChatGPT Ads?
On October 16, 2026 – OpenAI, the organization behind ChatGPT, announced a series of improvements to the Ads product: additional measurement partners, a redesigned Conversions page, weekly performance emails, an in-platform feedback option, and tests of additional visual ad formats. These updates are intended to support advertisers’ understanding of their ads’ performance while OpenAI seeks to experiment with new ad formats.
Q2: Which measurement partners did ChatGPT Ads add?
In its announcement, OpenAI pointed to the additions of Northbeam, DV Rockerbox and INCRMNTAL to the list of supported partners. In addition, mobile measurement partners Kochava, Tenjin and Airbridge have joined the offering.
Q3: What does the redesigned Conversions page show?
The Conversions page now displays information about the volume and trends of conversion events, along with the percentage of active campaigns optimized for conversions, and any diagnostic warnings. The information is displayed consistently across tabs, with the warnings being linked to the Diagnostics tab, which acts as an advertiser’s single source of truth for measurement health.
Q4: Who gets the weekly performance emails?
Advertisers with active campaigns may now receive weekly performance summary emails highlighting the changes compared to the previous week in an easy-to-digest format. These emails replace the need to log into the Ads Manager app to access similar information.
Q5: How can advertisers send feedback on ChatGPT Ads?
Within the Ads Manager account, users may now report issues or request features directly, without having to exit the site.
Q6: What new ad formats is OpenAI testing?
As the company announced in a blog post on October 16, 2026 – OpenAI is testing wider cards and larger desktop images, as well as full-width mobile images. The company is also planning to test separate multi-image ad format within image generation. With that in mind, it’s important to note that the tests have so far used existing advertiser’s campaigns and creative assets.
Q7: Do advertisers need to take action to join the format tests?
No further actions are needed to participate in the test of new visual ad formats, as it uses existing campaigns and creative assets. The multi-image format is expected to be different, as it will launch in the United States with a set of selected advertisers.
Q8: Who can try the multi-image ad format?
In its announcement, OpenAI mentioned that the multi-image ad format would be tested during image generation – with selected advertisers in the United States. It’s important to note that it’s still early-stage work and no timeline for a wider launch has been announced.
Q9: Has OpenAI shared results from the new formats?
No further results or insights have been shared by OpenAI about either the visual ad formats or the multi-image ad format. As such, it’s important to remember that these are still experimental updates and that advertisers will need to wait for the company to share its findings with the public.
Q10: What should advertisers do first with these updates?
With these updates, it’s important for advertisers to become familiar with the redesigned Conversions page, which is likely to be necessary for assessing campaign performance. Advertisers should also review whether their preferred measurement partner is on the updated list, while also keeping an eye on how their creative assets appear in the larger visual ad format.

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