What is the Conversions API used for, and how does it work?
The Conversions API sends conversion events directly from your shop’s server to OpenAI. Unlike the Pixel, which sends events from the visitor’s browser, it sends events server-side.
It is particularly useful for measuring actions confirmed by your shop, such as a validated order. It can also complement the Pixel when browsing conditions, consent, or blockers prevent an event from being sent by the browser.
The role of the Conversions API
The Conversions API sends conversion events associated with your shop to OpenAI. OpenAI can then evaluate them against the conversion events configured for your campaigns and the applicable attribution window.
An event can be reported as a conversion when it is received from a data source connected to your advertising account, matches a conversion configured for the campaign, and can be linked to an eligible ad interaction.
The Conversions API does not guarantee that every order will be attributed to an ad. However, it improves measurement reliability by allowing events to be sent directly from the server.
Configure the Conversions API in the module
To use the Conversions API, first create a dedicated key in OpenAI Ads Manager for the relevant data source. Then enter this key and the corresponding Pixel ID in the module configuration, and enable server-side event delivery.
The Conversions API key is linked to a data source. Therefore, use a key and a Pixel ID associated with the same advertising account and the same Web data source.
To find out where to retrieve this key, see our FAQ Where can I find the Conversions API key and how is it used?.
Use the Pixel and the Conversions API together
The Pixel and the Conversions API can be used together. This setup combines events observed in the browser with events confirmed by your shop’s server.
When the same conversion is sent through both the Pixel and the Conversions API, both deliveries must use the same Pixel ID, event name, and event ID. OpenAI can then recognize that they refer to the same action and avoid counting it twice.
Click reference and customer matching
When available, the OpenAI click reference, named oppref, can be sent with server-side events to improve their attribution. This reference is added to the destination URL after a click on a ChatGPT ad.
Customer matching can also improve the connection between an event and an ad interaction when the click reference is not available. In the module, this option uses only authorized SHA-256 hashes, not plain-text contact details.
See our FAQ How does customer matching work, and what data is used? to learn more.
Consent and testing
Send only the events and matching data that you are authorized to share. The required consent must be taken into account before conversion data is sent.
Before permanently enabling measurement, you can use Validation mode to check new events without recording them as actual conversions. Debug mode displays SDK activity in the browser console, but sent events remain real events.
See our FAQs What is Validation mode used for, and when should I disable it? and What is Debug mode used for, and when should I use it? to prepare your tests.
For more details, refer to the official OpenAI Ads Conversions API documentation and the Conversion Measurement documentation.
Other FAQs in this category
- How do feed generation reports work, and how should you interpret warnings and errors?
- Where can I find the Conversions API key, and how is it used?
- How does customer matching work, and what data is used?
- What is Validation mode used for, and when should I disable it?
- How does user consent affect event tracking?
- Where can I find my Pixel ID, and what is it used for?
- What is the Pixel used for, and why should I enable it?