What ChatGPT shares, and what it doesn't
OpenAI gives advertisers aggregate results such as views and clicks. It doesn't share conversations: "We do not share your conversations with ChatGPT with advertisers." ChatGPT ads also can't target companies, domains or job titles.
So for a B2B team, the company name has to come from your own website, after the click. That takes four steps.
Step 1. Tag every ad
Give each ad group its own tracking parameters, so every visit carries the buyer question that brought it:
utm_source=chatgpt-adsandutm_medium=cpc, kept separate from organic ChatGPT visits.utm_campaignfor the campaign andutm_contentfor the ad group, which is the buyer question.
For conversions, OpenAI offers a measurement pixel in the browser and a Conversions API on your server. Send demo requests as the standard lead_created event. If you use the Conversions API, capture the click identifier OpenAI calls oppref and send it with your server events; the API doesn't capture it automatically.
Step 2. Find the visits that come from AI answers
Visits from ordinary ChatGPT answers are free, and often more valuable than ad clicks. ChatGPT adds utm_source=chatgpt.com to links in its answers, and Google Analytics 4 has grouped AI assistants in their own channel since 13 May 2026.
Many AI visits still arrive without a referrer. In Clickport's data, 35.7% of recognised AI search sessions carried the tag but no referrer, and another analysis it cites put visits without a referrer at 70.6%. Without the tag, those visits look like direct traffic. Check your direct traffic to deep pages, such as pricing or comparison pages: a jump there can be a sign of AI visits.
Step 3. Match visits to companies
Company identification matches the network a visit comes from to a business record. A visit from an office network or a company VPN can be matched; a visit from home broadband or a phone network usually can't. You see the company, never the person.
What to expect: many ad clicks can be matched to a company, most of all desktop visits from larger companies on office networks; fewer from phones and remote workers.
Step 4. Score the companies and send them to sales
A list of company names helps no one. Score each company against your ideal customer profile (size, industry, region, pages read) and send only those that fit to your CRM and team chat on the same day, with the context sales needs:
| Company | Came from | Buyer question | Pages read | Profile fit | Next step |
|---|---|---|---|---|---|
| Northwind Logistics | ChatGPT ad | Month-end close | Pricing, integrations | 86 | Call the financial controller |
| Calder & Finch | ChatGPT answer | Vendor comparison | Security, pricing | 78 | Send the security brief |
| Harbor Point Health | ChatGPT answer | Audit readiness | Case studies | 64 | Add to LinkedIn audience |
Illustrative example with fictional companies.
Privacy and consent
UK. Cookies, pixels and similar technologies used for online advertising, including ad measurement, still need consent under PECR. The ICO updated its guidance on 29 April 2026; an exception for statistical purposes applies only when the technology is used for that purpose alone.
US. Describe company identification and ad measurement in your privacy notice, and honour opt-outs where state privacy laws require them.
Identifying companies, not people, keeps the scope narrow, but it doesn't remove these rules. This is general information, not legal advice; ask your legal adviser how it applies to your setup.
What to expect
At a $3,000 monthly ad budget, our planning ranges give 460–670 clicks and 170–250 identified companies a month, of which 50–75 fit a typical customer profile. Visits from organic answers come on top. The full assumptions are in How much do ChatGPT ads cost for B2B?
Questions
Can ChatGPT ads target specific companies?
No. You can't target companies by name, domain or IP address, or people by job title. Target the problems your buyers describe, then identify companies on your website.
Will we see who the person was?
No. Company identification names the organisation behind a business network, not the individual. Contact details come only from people who fill in a form.
Does it work for visits from phones?
Much less. Phone networks and home broadband rarely reveal a company. That is one reason we split desktop from mobile in B2B campaigns.
Do we need ads to see companies from ChatGPT?
No. The same tag on your website names companies from organic ChatGPT answers too. Ads add volume at the moment buyers choose.
Sources
- OpenAI Help: Ads in ChatGPT (advertiser data, who sees ads)
- OpenAI: Ads campaign targeting
- OpenAI: Conversion tracking (pixel, Conversions API, oppref, lead_created)
- Clickport: ChatGPT traffic in GA4 (updated 18 September 2026)
- Covington, Inside Privacy: Changes to the ICO's cookie guidance (May 2026)