OpenAI's measurement gaps keep ChatGPT ad budgets at test level

Seven months into ChatGPT ads, marketers still can't measure them: Accuracast's Farhad Divecha saw zero conversions reported against real form fills and 100 clicks where his own tracking counted 20, while legal teams balk at OpenAI's tracking terms. Budgets tell the story - one exec spends $10m monthly on Google against under $100,000 on ChatGPT. Published: 1 Oct 2026, 06:01 CEST. URL: https://digiday.com/marketing/openais-measurement-gaps-are-keeping-chatgpt-ads-budgets-at-test-level/