Advertisers are keeping ChatGPT ad spending at test levels because they can’t reliably measure results, according to Krystal Scanlon and Tim Peterson at Digiday. One agency exec said some clients put $10 million a month into Google ads but under $100,000 a month into ChatGPT. Agency Accuracast watched form fills arrive from a UK campaign that OpenAI still showed as zero conversions two weeks later, and saw ChatGPT report roughly 100 clicks when its own analytics counted 20. Many brands haven’t switched on conversion tracking at all, since their lawyers won’t sign OpenAI’s tracking terms and OpenAI won’t accept changes to them, which starves it of the data it needs to optimize campaigns the way Google and Meta can.
