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

OpenAI has recently made several changes to ChatGPT Ads. Most of these changes are designed to help advertisers track their spending and see how well their ads are working. Search Engine Land reported this information on October 16, 2026. The changes include:

• Adding more partners that help measure ad performance;
• Redesigning the Conversions page in Ads Manager;
• Sending weekly performance emails to advertisers with active campaigns;
• Allowing advertisers to send feedback directly through Ads Manager;
• Testing larger ads with more visual content.

These changes have two main goals: to help advertisers keep track of their active campaigns and to test new ways to promote products inside ChatGPT.

Why Measuring Ad Performance Comes First

Advertisers are unlikely to keep spending money on a new advertising channel if they cannot see good results. Without clear reports, they may continue to spend only a small test budget, even if their ads look great.

This explains why most of these updates focus on measurement. Connections to outside tools let advertisers access their campaign numbers. The redesigned Conversions page helps them check that tracking is working properly. Weekly emails keep them informed about changes in performance. These updates are simple, but they help answer an important question: Are the ads working well enough to justify spending more money?

More Partners Help Measure Ad Performance

OpenAI has added Northbeam, DV Rockerbox and INCRMNTAL to its measurement partners. It has also added mobile measurement partners Kochava, Tenjin and Airbridge. This gives advertisers more choices, including tools that measure marketing performance in general and tools that focus on mobile apps.

These two groups of partners do different jobs. Mobile measurement partners track what happens after someone taps an ad on a smartphone. This might include installing an app or taking an action inside it. These tools are especially useful for advertisers promoting apps. The other marketing measurement providers look at a wider range of marketing activities.

In practice, advertisers can use these supported third-party tools to measure campaign results alongside the reports provided by ChatGPT Ads. Other advertising platforms commonly support this kind of connection. These new links may therefore make it easier to include ChatGPT ad spending in the reporting systems advertisers already use. Teams that work with one of the newly named partners are likely to notice the change first.

A Redesigned Conversions Page in Ads Manager

The Conversions page in Ads Manager has been redesigned as a dashboard that brings important information together across its tabs. It shows conversion activity, changes in events over time, the status of campaign optimization and warnings about possible problems. This helps advertisers check whether their tracking setup is working properly.

The page shows the number of conversion events, how those numbers change over time and the percentage of active campaigns that are set to optimize for conversions. Warnings can signal that an advertiser needs to check the tracking setup more closely. A direct link to the Diagnostics tab makes it easier to find and fix problems.

The percentage of campaigns optimized for conversions deserves special attention. If most of an advertiser's active campaigns are not set to optimize for conversions, the campaigns may be judged using numbers that do not show actual conversions. This can make it harder to measure how much value the advertising brings in return for the money spent.

Tracking problems can happen at any time. For example, advertisers might see fewer conversions and need to review how they work out which ads led to those conversions. A page focused on checking for problems makes these situations easier to handle. It reminds advertisers when campaigns are not being optimized for conversions and helps them understand what to do next.

Weekly Emails and a Feedback Option

Advertisers with active campaigns can now receive weekly emails summarizing how their accounts performed compared with the previous week. These emails are mainly reminders rather than full dashboards. They will not replace checking Ads Manager during a campaign launch, but they give advertisers a quick way to review changes in performance from one week to the next.

Advertisers can also report bugs or suggest improvements through a menu option in Ads Manager. For a product that is still relatively new, getting direct feedback from advertisers may be especially valuable.

Bigger Images and Wider Cards

OpenAI is also testing ads that are larger and more noticeable. These tests include wider ad cards and larger images on desktop computers, as well as images that stretch across the full width of the screen on mobile devices.

The tests use advertisers' existing campaigns and ad materials, so they do not need to do anything extra to take part in the current format tests. They also do not need to create new ads. However, an existing ad may look very different during these tests, so advertisers should keep this in mind when comparing results.

The timing is important because these tests are happening alongside the launch of ChatGPT's Intelligent UI. This means both the ad formats and the interface are changing at the same time. As a result, it may be difficult to tell whether a change in performance comes from the new ad layout or the new interface.

Larger ads also involve a trade-off that OpenAI will need to consider. An ad that takes up more screen space is harder to miss, but it can also change how the chat experience feels. The report does not explain how OpenAI will measure or balance these effects.

A Multi-Image Format for Image Generation

OpenAI also plans to test an ad format that uses several images during image generation. The company will likely begin by offering this feature to a small number of advertisers in the United States. Most advertisers are therefore unlikely to have access to it soon. Image generation is a new setting for search advertising. Someone creating an image has probably already seen visual results, so an ad with several images might fit better than a text link. This is an informed guess because the report does not explain exactly how these ads will work.

Creating an image is different from entering a standard text search. A person making an image is likely already looking at visual results. Because of this, an ad showing several images might work better than a link made up of text. This is an informed guess because the report does not describe how these ad formats will work.

What Has Not Been Proven Yet

The visual ad formats are still being tested. OpenAI has not shared performance results or said when these formats might become more widely available. The report also does not say how many advertisers are taking part in the tests. This means there are no public figures yet to show how larger images might affect ad performance.

Measuring activity related to ChatGPT also involves other challenges. Search Engine Land reported a day earlier that ChatGPT appeared to have stopped using UTM tracking, which makes it harder to measure traffic referred by AI. New partner connections and better conversion checks may help advertisers measure their ads, but people who rely on referral data still face a different set of problems.

What Advertisers Can Do Now

These updates do not require advertisers to make major changes, but there are a few useful steps they can take now.

• Check the Conversions page first. Start by reviewing the new overview. If warnings point to tracking problems, fix them before drawing conclusions from the performance numbers.
• Check the list of partners. If your team already uses one of the named partners, ask whether it can connect to your Ads Manager account. This could help you compare ChatGPT ad results with results from other advertising channels.
• Review your ad materials. Because the tests use your existing images and other materials, check how they look at larger sizes. An image that looks good in a small card may not work as well when it fills the width of a mobile screen.
• Use the feedback option. The ad formats are still being tested, so use the menu in Ads Manager to tell OpenAI what works and what does not.

Frequently Asked Questions

Q1: What did OpenAI announce for ChatGPT Ads?
On October 16, 2026, OpenAI, the organization behind ChatGPT, announced several improvements to its advertising product. These include more measurement partners, a redesigned Conversions page, weekly performance emails, a way to send feedback inside the platform and tests of new visual ad formats. The changes are meant to help advertisers understand how their ads perform while OpenAI experiments with new ways to display ads.

Q2: Which measurement partners did ChatGPT Ads add?
OpenAI added Northbeam, DV Rockerbox and INCRMNTAL to its list of supported measurement partners. It also added the mobile measurement partners Kochava, Tenjin and Airbridge.

Q3: What does the redesigned Conversions page show?
The Conversions page now shows the number of conversion events, changes in those events over time, the percentage of active campaigns set to optimize for conversions and warnings about possible problems. This information is available across the page's tabs. Warnings link to the Diagnostics tab, which helps advertisers check the health of their tracking setup in one place.

Q4: Who gets the weekly performance emails?
Advertisers with active campaigns may now receive weekly emails that summarize account performance and show how it has changed since the previous week. These emails provide a quick overview, but they do not remove the need to check Ads Manager for more detailed information.

Q5: How can advertisers send feedback on ChatGPT Ads?
Advertisers can use a menu option inside their Ads Manager accounts to report problems or request new features without leaving the platform.

Q6: What new ad formats is OpenAI testing?
In a blog post dated October 16, 2026, OpenAI said it was testing wider ad cards and larger images on desktop computers, along with images that fill the screen width on mobile devices. The company also plans to test an ad format with several images during image generation. So far, the tests of the visual formats have used advertisers' existing campaigns and ad materials.

Q7: Do advertisers need to take action to join the format tests?
No. Advertisers do not need to take any extra steps to join the tests of the new visual ad formats because the tests use existing campaigns and ad materials. The multi-image format is expected to work differently, as it will first be tested with selected advertisers in the United States.

Q8: Who can try the multi-image ad format?
OpenAI said it plans to test the multi-image ad format during image generation with selected advertisers in the United States. The feature is still at an early stage, and the company has not announced when it might become available more widely.

Q9: Has OpenAI shared results from the new formats?
OpenAI has not shared any results or findings about the new visual ad formats or the multi-image format. These features are still being tested, so advertisers will need to wait for the company to publish more information about their results.

Q10: What should advertisers do first with these updates?
Advertisers should start by checking the redesigned Conversions page to understand how their campaigns are performing and whether their tracking setup has any problems. They should also check whether their measurement partners are on the updated list and see how their existing ad materials look in the larger formats.