People are starting their buying journeys inside ChatGPT. They compare options, ask follow-up questions, and land on a brand's site already deep in consideration. With ChatGPT Ads, that surface is now buyable. The question every advertiser hits next is the same one that follows every new channel: can you actually measure it.

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MetaRouter now supports the Conversions API for ChatGPT Ads, available as both a Starter Kit and an ID Sync. Full-funnel web events flow from your site to OpenAI through your own server-side pipeline, enriched with hashed identifiers, and attributed using OpenAI's privacy-preserving click identifier.

_{The click ID is the hard part}

When someone clicks through from ChatGPT, OpenAI attaches a privacy-preserving click ID to the landing page URL. That ID is how conversions get attributed back to the ad. It exists on that first pageview and nowhere else. If nothing captures it the moment the person arrives, every conversion that user completes afterward is invisible to your reporting.

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That is a collection problem, not a warehouse problem. A batch job reading from your data warehouse cannot recover an identifier that was never written down in the first place. MetaRouter's OpenAI Sync reads the click ID from the URL on arrival, stores it in first-party storage for a lifetime you configure, and attaches it to every server-side event that follows. The purchase that happens four days later still carries the click that started it. In the docs this identifier is called oppref.

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The delivery side has its own constraints. OpenAI rejects events with timestamps more than seven days old or more than ten minutes in the future, and a single invalid event fails the entire batch it was sent in. MetaRouter batches conservatively by default so one malformed event cannot take down a thousand good ones, and the platform handles the formatting rules OpenAI enforces: ISO country and currency codes, monetary values as integers in the lowest denomination, and hashed email and customer IDs.

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How it works

1. Collect. Your first-party tag collects web events from your own domain and sends them to your MetaRouter ingestion endpoint. No vendor JavaScript on the page.
2. Sync. The OpenAI Sync captures the ChatGPT click ID on arrival and persists it in first-party storage, then attaches it to every event that follows.
3. Enrich and enforce. Events are enriched with hashed email, hashed customer ID, IP, user agent, and location attributes. Consent categories are enforced server-side before anything leaves your environment.
4. Map. Pre-built mappings cover the full funnel out of the box: page views, product views, add to cart, checkout started, and order completed. Custom events and parameters can be added without engineering work.
5. Deliver. Events are batched and sent to OpenAI's Events API from your infrastructure, with delivery visible in the MetaRouter monitoring dashboard and validated in OpenAI's own conversion event stream.

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Because this runs on the same pipeline as the rest of your destinations, the events you send to OpenAI are the same events you send to Google, Meta, The Trade Desk, and your warehouse. One collection layer, one consent model, one definition of a conversion.

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Get started

The Conversions API integration for ChatGPT Ads is available now. Read the OpenAI Ads CAPI documentation and the OpenAI Sync guide to set it up.

Not working with us yet? Talk to our team about sending first-party conversion data to ChatGPT Ads from infrastructure you control.

MetaRouter is the first-mile Customer Context Infrastructure that captures identity, behavior, and consent — in real time, inside the enterprise's own cloud, before the moment is lost. Trusted by global B2C enterprises including The Home Depot, Costco, Dicks Sporting Goods, and the world's largest Retail Media Networks. For more information visit: www.metarouter.io.