Short answer
Create a data source in Ads Manager, then send conversion events with the OpenAI Pixel, the Conversions API, or both. A conversion is reported when the event comes from a connected source, matches a configured event, happens inside the attribution window and can be linked to an eligible ad interaction. Reported totals may include modeled conversions.
The four conditions
- Event comes from a connected data source
- Event matches a conversion event set for the campaign
- It happens within the attribution window
- It can be linked to an eligible ad click (or, with view-through on, an impression)
Building blocks
| Piece | Role |
|---|---|
| OpenAI Pixel | Browser events; captures oppref into a first-party cookie |
| Conversions API | Server events; more resilient to browsers and blockers |
| Event ID | Deduplicates the same event sent both ways |
| oppref | Click reference added to landing URLs |
| Advanced matching | Hashed email or phone to improve matching |
Consent
Share conversion data only where permitted, with clear disclosures and any required consent. In the EU that usually means your cookie banner must cover the Pixel.
Questions
Why don't totals match GA4?
Different attribution, windows, time zones, consent, deduplication and modeled conversions. See our article on discrepancies.
Facts checked against the sources below on 12 October 2026. Platforms change quickly: if something here no longer matches what you see, tell us and we will update it.
