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Turn On Post-Purchase Surveys Before You Spend on OpenAI Ads
Alex Fusco
July 17, 2026
Last Updated:
When someone buys after your brand shows up in ChatGPT, do they simply click the sponsored card? People commonly use ChatGPT for research, possibly well before they are ready to make a purchase. These shoppers may take note of your brand’s name and purchase in the future, which can make tracking a little tricky if you don’t have the proper attribution setup.
How the ad shows up in ChatGPT
A ChatGPT ad is a single sponsored card that appears below the answer to the query. It carries a business name, a small image, a headline, and a one-line description.
What click tracking sees, and what it misses
Everyone who was influenced by the ad but navigated to you on their own is missed by click-based attribution. Their purchase likely gets credited to Organic Search or another channel. This makes it look like your OpenAI ads are underperforming.
ThoughtMetric’s post-purchase survey
Before you shut off OpenAI ads, consider using a post-purchase survey to help you understand their impact. ThoughtMetric has a post-purchase survey built into the platform that asks the buyer directly how they heard about your brand. With ThoughtMetric’s multi-touch attribution model, those survey responses are presented in the data. For example, if someone found out about your brand via an OpenAI ad, then did a Google search and from there clicked on your store and made a purchase, ThoughtMetric would give credit to both Organic Search and OpenAI ads.
How to enable ThoughtMetric’s post-purchase survey
Setting up a post-purchase survey in ThoughtMetric only takes a few minutes.
Go to customers -> surveys in the side navigation bar. Here you can configure the survey and make sure that your OpenAI ads channel is a response option.
Make sure “Enable Survey” is toggled on.
Measure accurately with ThoughtMetric
Before you decide whether or not OpenAI ads are worth the spend, make sure you get an accurate read on performance. The post-purchase survey feature is easy to use and included in a ThoughtMetric subscription so you don’t need to purchase an additional survey tool.
