Short answer
Where available, OpenAI may estimate attribution for conversions it can't link directly, using aggregated patterns. Reported totals may include these modeled conversions, so they can differ from what your own systems record.
Sanity checks
- Compare Ads Manager conversions with CRM records for the same dates and time zone
- Track leads by UTM in your CRM independently
- Watch for sudden jumps when consent rates change
- Use the same yardstick across all channels
Questions
Can we exclude modeled conversions?
OpenAI's article doesn't describe a toggle. Keep independent measurement.
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.
