Short answer
You can add UTM parameters to each ad's landing page URL; static parameters persist on clicks so your analytics tools can see them. OpenAI also appends its own click reference, oppref, which must survive redirects. To check the full URL on iOS, use Share to copy the link.
A simple convention
?utm_source=chatgpt&utm_medium=paid_ai&utm_campaign={campaign_name}&utm_content={ad_name}Rules
- Keep utm_source=chatgpt for paid and organic separation by utm_medium
- Never strip query parameters in redirects: oppref is needed for conversions
- Don't put personal data in URLs
Questions
Do we need UTMs if we use the Pixel?
Yes. UTMs feed GA4 and your CRM; the Pixel feeds Ads Manager. They answer different questions.
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.
