ChatGPT Ads · Status at source date: Newsletter archive
ChatGPT Ads roll out conversion-optimised CPA campaigns from early June
OpenAI is rolling out conversion-optimised ads where advertisers only pay when a user buys after clicking, flagged by Juozas Kaziukėnas, with Anthony Higman and Glenn Gabe adding context. ChatGPT Ads launched less than four months ago with CPM ads, added CPC bidding a month ago, introduced a conversion-tracking pixel, and have now started rolling out CPA ads that bid for successful events.
What changed
The CPA format will be live for all advertisers in early June.
Anthony Higman noted that advertisers with conversion tracking in place by 1 June would receive early access to conversion-optimised campaigns. Glenn Gabe shared an OpenAI email confirming new features, including geotargeting, daily budgets, and an early test of dynamic CTAs such as "Shop Now," "Book Now," "Sign Up," and "Learn More." Juozas's structural read: OpenAI has moved from putting all risk on the advertiser to accepting risk itself, which required materially better targeting.
Why it matters for advertisers
For you, this means that e-commerce and performance advertisers with access to ChatGPT Ads should ensure the conversion pixel is live to qualify for CPA campaigns. Worth treating the CPA rollout as the point where ChatGPT Ads becomes a genuine performance channel rather than an experimental impression buy.
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ChatGPT Ads roll out conversion-optimised CPA campaigns from early June
OpenAI is rolling out conversion-optimised ads where advertisers only pay when a user buys after clicking, flagged by Juozas Kaziukėnas, with Anthony Higman and Glenn Gabe adding context. ChatGPT Ads launched less than four months ago with CPM ads, added CPC bidding a month ago, introduced a conversion-tracking pixel, and have now started rolling out CPA ads that bid for successful events. The CPA format will be live for all advertisers in early June.
Anthony Higman noted that advertisers with conversion tracking in place by 1 June would receive early access to conversion-optimised campaigns. Glenn Gabe shared an OpenAI email confirming new features, including geotargeting, daily budgets, and an early test of dynamic CTAs such as "Shop Now," "Book Now," "Sign Up," and "Learn More." Juozas's structural read: OpenAI has moved from putting all risk on the advertiser to accepting risk itself, which required materially better targeting.
For you, this means that e-commerce and performance advertisers with access to ChatGPT Ads should ensure the conversion pixel is live to qualify for CPA campaigns. Worth treating the CPA rollout as the point where ChatGPT Ads becomes a genuine performance channel rather than an experimental impression buy.
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