ChatGPT Ads
Measurement & Optimisation
A new channel attracts optimistic reporting. We set up measurement that survives scrutiny, then optimise against outcomes you can bank.
Measure the outcome, not the applause
Impressions and clicks are easy to grow and easy to misread. In a channel this new, an impressive-looking dashboard can hide the fact that none of the traffic ever became a customer.
We instrument the full path from conversation to revenue, agree what counts as a qualified action before launch, and report the same numbers every month, including the ones that did not improve.
What we set up and run
- 01
Conversion tracking setup
Events for the actions that matter: enquiries, bookings, qualified leads and revenue where it can be tied back.
- 02
Attribution that is honest about limits
A clear view of what this channel contributed, what is assisted, and what cannot be attributed with confidence.
- 03
Lead quality feedback loop
Sales outcomes fed back into optimisation so the campaign learns which conversations produce customers, not just contacts.
- 04
Monthly reporting
One page you can forward to a board: spend, qualified actions, cost per outcome, ROAS and the next three actions.
- 05
Testing cadence
A standing schedule of tests on message, offer and landing page, with results written down and carried forward.
Measurement questions
How do you attribute conversions from AI conversations?
Through tracked destinations and the events fired on them, plus self-reported attribution on forms. We are explicit about what is measured directly and what is inferred.
What if the sales cycle is long?
We report leading indicators, qualified lead volume and pipeline created, alongside closed revenue as it lands. The framework is agreed upfront so nothing is redefined mid-flight.
Can you work with our CRM?
Yes. Feeding sales outcomes back into the channel is the single biggest lever on lead quality, so we prioritise that integration early.