Overview
CallRail's ChatGPT Ads integration connects your OpenAI Ads account to your CallRail account, giving you the ability to:
- Automatically send call, text, and form submission events back to OpenAI so its algorithm can optimize your ad delivery based on real business outcomes.
ChatGPT Ads appear mid-conversation as contextual cards after a user has expressed intent through natural language search. This integration closes the loop between that high-intent moment and the calls and leads it drives for your business.
Before You Begin
To use this integration, you'll need:
- A CallRail account on any paid plan
- An active OpenAI Ads Manager account with at least one running or paused ChatGPT Ads campaign
- Your OpenAI Conversions API key (generated in OpenAI Ads Manager under Tools > Conversions > Manage conversion keys)
- Your OpenAI Pixel ID (found in OpenAI Ads Manager under your pixel/conversion source settings)
How to Connect ChatGPT Ads
1. In CallRail, click Settings in the top navigation, then select Integrations.
2. Find ChatGPT Ads in the integrations list and click Connect.
3. Enter your OpenAI Conversions Key and Pixel ID in the fields provided.
4. Click Activate. CallRail will confirm your credentials are valid before saving.
5. Once connected, your API key will be masked in the UI (for example, `abc****`). This is expected, and it does not affect the integration.
6. Use the toggle switches to choose which event types to send to OpenAI:
- Calls: Send inbound phone calls as conversion events
- Text messages: Send inbound SMS conversations as conversion events
- Form submissions: Send web form submissions as conversion events
Please note: Only inbound calls and inbound SMS are sent as conversion events. Outbound calls are excluded.
What Gets Sent to OpenAI
When a qualifying event occurs, CallRail automatically sends a conversion event to OpenAI's Conversions API. Each event includes:
- Event type: “cr_call", "cr_form_submission", or "cr_sms_received”
- Timestamp: When the call, text, or form submission occurred
- Source URL: The landing page the lead came from
- Action source: "phone_call", "offline" (for SMS), and "web" (for forms)
- oppref: OpenAI's privacy-safe identifier, captured from the visitor's session when available, used to match the conversion back to the specific ad that drove it
- Conversion value (optional): If you use revenue tracking in CallRail, the deal value can be included to power ROAS optimization in OpenAI
CallRail uses its own internal IDs to deduplicate events, so you won't see double-counted conversions if an event is retried.
How ChatGPT Ads Attribution Works in CallRail
When someone clicks a ChatGPT Ad and lands on your website, OpenAI's pixel sets a session identifier (oppref) in their browser. CallRail's tracking script detects this identifier automatically. Then, calls and form submissions from these sessions are attributed to ChatGPT Ads as the source, along with the specific campaign, ad group, and ad that drove them.
You'll see ChatGPT Ads as a source throughout CallRail reporting, including:
- Call log: Filter calls by ChatGPT Ads source
- Attribution reports: Compare ChatGPT Ads performance alongside Google Ads, Facebook Ads, and other channels
- Tracker reports: View ChatGPT Ads activity per tracking number
Sessions that came from ChatGPT Ads will no longer appear as "Direct / Unknown" in your attribution data.
Dynamic Number Insertion (DNI)
If you use CallRail's JavaScript snippet for dynamic number insertion, it will automatically swap your tracking numbers for visitors arriving from ChatGPT Ads. This ensures callers from ChatGPT Ad sessions are attributed correctly.
Frequently Asked Questions
Do I need a specific CallRail plan to use this integration?
No. The ChatGPT Ads integration is available on all paid CallRail plans.
Does this integration affect my existing Google Ads or Facebook Ads tracking?
No. ChatGPT Ads is an independent attribution source and does not interfere with your other ad integrations.
Why is my API key showing as masked after I save?
This is intentional. CallRail masks your API key in the UI after the initial save for security, consistent with how OpenAI handles credentials in its own interface. The integration continues to function normally.
What if my API key or Pixel ID is invalid?
CallRail validates your credentials against OpenAI before saving. If your credentials are not accepted, you'll see an error message and will be prompted to re-enter them. Double-check that you're using a Conversions API key (not a standard API key) and the correct Pixel ID from your OpenAI Ads Manager account.
Are outbound calls sent to OpenAI?
No. Only inbound calls and inbound SMS are sent as conversion events. Outbound calls are excluded.
Can I send revenue or deal value with my conversions?
Yes. If you tag calls or form submissions with a revenue amount in CallRail, that value can be included in the conversion event sent to OpenAI. This enables ROAS (return on ad spend) optimization in your OpenAI Ads campaigns.
What is oppref?
oppref is OpenAI's privacy-safe session identifier. It's set by the OpenAI Ads pixel when someone clicks a ChatGPT Ad and visits your website. CallRail captures it automatically and passes it with conversion events so OpenAI can accurately match each conversion back to the ad that drove it — without sharing personally identifiable information.
Related Articles
- Setting Up Call Tracking
- Dynamic Number Insertion Overview
- Google Ads Integration
- Facebook Ads (Meta CAPI) Integration
- Call Attribution Reports