Short answer: OpenAI Pixel sends browser-side conversion events from your website to ChatGPT ads, while Conversions API sends the same events from your server. The most reliable setup uses both and deduplicates them with a shared event ID, so Ads Manager does not count the same conversion twice.
Key concepts
- oppref: a URL parameter that carries the ad click reference and is stored in a first-party cookie; redirects must not strip it.
- Attribution windows: 7, 14 or 30 days after a click; off or 1 day after a view. They affect reporting, not bidding or billing.
- Reporting delays: impressions and clicks in about 15 minutes, spend within a few hours, conversions within 24 to 48 hours.
UTM, GA4 and consent
Use a distinctive UTM source for paid ChatGPT traffic so it is not mixed with organic ChatGPT visits (GEO). Expect differences between Ads Manager and GA4 numbers due to different attribution methods. The Pixel is a tracking technology, so under Turkish data protection law (KVKK) it should run only after cookie consent, and server-side events still need a lawful basis. Check OpenAI’s current documentation before setup.
How Racoun helps
Our ChatGPT ads management service includes Pixel, Conversions API, UTM and conversion tracking setup, with reporting in Racoun Panel.
Talk to Racoun: we are based in Istanbul and work with brands across Türkiye. Message us on WhatsApp or email ekip@racoun.com.
