ChatGPT Ads Tests New Ad Formats and Updates Measurement Tools

OpenAI has updated ChatGPT Ads: it has begun testing new visual formats, redesigned the Conversions page, and added weekly emails with ad performance results. It has also expanded its list of measurement partners, while Ads Manager now lets advertisers report bugs and suggest improvements. As Search Engine Roundtable reported on October 19, 2026, OpenAI announced the changes late on Friday.

Ads: More Room for Images

The ad variations OpenAI is trying include wider cards and larger images on desktop. On mobile, images may become more prominent and take up the full width of the screen. The company says it will add a multi-image format soon; the article gives no exact date.

The tests use existing campaigns and creative assets. Advertisers do not need to change their ads or complete any separate setup for these variations to be included in testing. For now, this is a description of format tests, not an announcement that each option is already available to select in Ads Manager.

The announcement includes no test results or comparison of how different image sizes perform. So the announcement alone does not tell us whether larger images will help drive more conversions. All we know so far is that OpenAI is changing how ads look and separately preparing a multi-image option.

Conversions and Reports in Ads Manager

The redesigned Conversions page immediately shows conversion event volume and how it is trending, the share of active campaigns optimizing for conversions, and any active warnings, with a link to the Diagnostics tab. Event quality recommendations are available there too. The summary panel stays visible as you move between tabs in the section.

This layout brings information about events, campaigns, and warnings into one place. If a warning appears in the summary, you can look for details in Diagnostics: the overview points you there but does not replace the diagnostics tab. Event quality recommendations offer another starting point for checking your data.

Advertisers with active campaigns now receive weekly emails about account performance. Each email shows changes from the previous week and links to full results in Ads Manager. It is a brief summary, not a substitute for the data in the interface: you need to open Ads Manager for the details behind the week's results.

OpenAI has also expanded its list of measurement partners. It includes Northbeam, DV Rockerbox, and INCRMNTAL; Kochava, Tenjin, and Airbridge are named as mobile measurement partners. Setup instructions are mentioned for both groups. The article provides no measurement results from these services, so their inclusion on the list says nothing by itself about how any particular campaign performs.

Another change concerns contacting the product team. In the account menu at the bottom left of Ads Manager, you can now choose to submit a bug report or product feedback. This puts separate options for reporting a problem with Ads Manager and suggesting an improvement directly in the interface.

What This Means for Business and Marketing

If a business is considering ChatGPT Ads as an acquisition channel, I would judge it not by the look of a new card but by whether the campaign's results can be tracked. The updates offer more ways to check the data, but they do not promise better performance: businesses will need to draw conclusions about the channel from their own results, without attributing any changes to the images alone. Anyone comparing approaches to ad measurement may also be interested in our article on self-service Conversion Lift measurement in Google Ads.

My Take: Start With the Path to Purchase

I'm launching a small electronics store, so I'm curious to see how more prominent images will look on a phone. I expect most of my first customers to browse the catalog that way. But an attractive card is only the beginning for me: once someone is interested in a product, they need to understand the offer and be able to place an order without unnecessary obstacles.

I would check that path first, along with how clearly I can see conversions, before trying to work out whether the larger image helped. I like that the visual tests have come alongside reporting changes: for a small launch, being able to understand the results is more useful than a strong first impression from an ad.

Sources

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1. ChatGPT Ads New Ad Formats, Updated Conversion Page, Performance Emails... www.seroundtable.com

About the author

Timur Ryskulov

Client launching an electronics online store

I’m launching a small online tech store and deciding which categories to feature first. I want more than a pretty storefront: I want a clear path from a customer’s question to an order.

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