OpenAI pixel
Also known as: ChatGPT ads pixel · oaiq
OpenAI's JavaScript measurement tag (oaiq.min.js) that attributes ChatGPT ad clicks to on-site conversions via the __oppref first-party cookie.
The OpenAI pixel is the browser half of ChatGPT Ads conversion measurement. Installed in the head of every page, it captures the oppref click identifier from the landing-page URL, stores it in a first-party __oppref cookie, and sends conversion events (lead_created, order_created, checkout_started, and others) back to OpenAI.
Its server-side sibling is the Conversions API: the same events posted from your backend, deduplicated against pixel events through a shared event_id so nothing double-counts. The pixel captures oppref automatically; the API requires you to pass it yourself.
Two implementation details bite teams: single-page apps must re-fire page views on route changes (client-side navigation never reloads the page), and attribution only looks backward from the event - clicks that happened before the pixel existed are unrecoverable. Install tracking before spend goes live, not after.
See also
DACT (Dark Agentic Commerce Traffic)
AI-driven shopper traffic that GA4 and legacy analytics cannot identify, silently bucketing as 'Direct.' Typical brand gap: 4-8× between measured and actual AI revenue.
Context hints
Plain-language descriptions of the conversations where a ChatGPT ad is relevant - the targeting mechanism that replaces keywords in OpenAI's Ads Manager.
Related on Tru Commerce