UTM builder for ChatGPT ads
Create a tracked landing page link and an Ads Manager tracking template with OpenAI’s macros. Everything runs in your browser and nothing is stored.
Your tracked link
Tracking template for Ads Manager
Paste into the tracking parameters field at account, campaign, ad group or ad level. The lowest level wins. OpenAI fills in {campaign_id} and {ad_id} on every click.
AthillyAds adds tracking to every ad as the campaign is built, then follows clicks and spend per campaign.
Build the campaign freeTwo ways to track a ChatGPT ad
| Tracked link | Tracking template | |
|---|---|---|
| Where it goes | As the landing page address of the ad | In the tracking parameters field in Ads Manager |
| Campaign and ad | Fixed values you type in | Filled in automatically with {campaign_id} and {ad_id} |
| Best when | You have few ads or export a workbook | You run many ads and don’t want to write every link |
Parameters can be set at account, campaign, ad group and ad level. When the same parameter exists at several levels the lowest wins, in the order feed, account, campaign, ad group, ad.
A convention that holds up
- utm_source=openai and utm_medium=paid, as in OpenAI’s examples.
- utm_campaign matching the campaign name in Ads Manager, lowercase with hyphens.
- utm_content for the ad or image, utm_term for the hint group.
- utm_id with the campaign ID, so Analytics and OpenAI’s reporting can be joined.
Before the ad goes to review
- Open the link in a private window and check the page loads with the parameters intact.
- Check that redirects and any app keep both the UTM parameters and oppref.
- Confirm the visit appears in your Analytics real-time report with the right source and medium.
- Install OpenAI’s pixel or the Conversions API to measure conversions in Ads Manager. The default attribution windows are 30 days after a click and 1 day after a view.
The full setup is in our guide to tracking ChatGPT ads. What the page itself needs is in the landing page guide.
- Sources, checked 22 October 2026: OpenAI: Ads in ChatGPT, the basics, OpenAI: Conversion measurement, OpenAI Ads developer docs.
Which utm_source should I use for ChatGPT ads?
OpenAI’s own examples use utm_source=openai and utm_medium=paid. What matters most is that every campaign uses the same values, so the traffic lands on one row in Analytics. Don’t switch conventions in the middle of a test.
What do {campaign_id} and {ad_id} do?
They are macros OpenAI replaces with the campaign and ad ID on every click. They work in the tracking parameters field in Ads Manager, not in a link you paste elsewhere.
What is oppref?
A click reference OpenAI appends to the landing page address. OpenAI’s pixel stores it in a first-party cookie and uses it to connect conversions to clicks. Make sure redirects and your app’s routing keep it.
Why do I see ChatGPT ad visits before the campaign has started?
OpenAI’s review crawler, OAI-AdsBot, visits the landing page with the tracking parameters. Those visits can look like paid traffic in Analytics but are not billed. Filter or discount them early on.
Are UTM parameters enough to measure conversions?
They show where visits come from in your analytics tool. For OpenAI to report and optimise for conversions you also need OpenAI’s pixel or the Conversions API.