ChatGPT Ads three weeks into Europe: what's new and what applies to Slovakia
In short
- On September 16, 2026, OpenAI announced a package of updates for ChatGPT Ads — three weeks after the European launch
- The biggest shift is in measurement: conversion optimization with pay-per-impression billing, adjustable attribution windows and a quality score for measurement data
- New platform targeting — iOS, Android, desktop, app or web
- The ChatGPT Ads app for Shopify opens outside the US from September 23, for now in English only
- Sponsored Agents — ads that open a conversation with a company's AI agent — are still only a closed test in the US
On September 16, 2026, ChatGPT Ads received its biggest update since the European launch. OpenAI added new optimization and measurement options, device targeting, an AI assistant for creating ads and the first integrations with HubSpot and Shopify. It also showed where the whole channel is heading: ads where, after the click, the user talks not to a website but to a company's AI agent.
Not all of it applies to Slovakia. In this article, we split the news into three groups — what you can use right away, what comes with limitations and what is still just a glimpse of the future.
This article follows up on our previous pieces: how ads in ChatGPT work and what Ads Manager looks like for a Slovak account.
Overview of the updates and what they mean for Slovak businesses
| Update | For SK | What to do |
|---|---|---|
| Conversion optimization with pay-per-impression billing | Yes | Use only once conversion tracking is reliable |
| Adjustable attribution windows | Yes | Align with windows in Google Ads and Meta |
| Event Quality Score | Yes | Check the pixel and Conversions API |
| Platform targeting and reporting | Yes | Separate weak platforms once the first data comes in |
| AI suggestions for copy and images | With limitations | Use as a draft, not as the final version |
| Text customization and translation | With limitations | Make a deliberate decision based on your industry |
| HubSpot integration | For HubSpot users | Link clicks to contacts in the CRM |
| Shopify app | From Sept 23, in English | Still more of an exception for Slovak e-shops |
| Sponsored Agents | No (US test) | Prepare data and content for your own agent |
Measurement: the biggest change nobody is talking about
When we wrote about the European launch three weeks ago, measurement was the channel's weakest point. You could optimize for clicks, but only to a limited extent for business results. That has changed.
Conversion optimization with pay-per-impression billing
The new model is generally available. You pay for impressions (CPM), but the system optimizes delivery for conversions — from both clicks and ad views. Until now, you had to choose between reach (CPM) and clicks (CPC, or oCPC).
For advertisers, this means two things. The system gets more signals to learn from, because it also counts people who saw the ad, didn't click, and came later. At the same time, you carry more risk — you pay for impressions even when conversions don't come.
Our take: don't switch this model on first. Start with CPC, verify that conversions are tracked correctly and that there are enough of them, and only then test conversion optimization.
You set the attribution windows yourself
For click-through conversions, you choose a 7-, 14- or 30-day window. For view-through conversions, 0 or 1 day.
In practice, the view-through window is the important choice. With a 1-day setting, ChatGPT Ads also takes credit for conversions from people who only saw the ad. If Google Ads and Meta claim the same purchase too, your channel totals will show more conversions than you actually sold. Use the same windows when comparing channels — or rely on independent measurement in your analytics.
Event Quality Score
A new score from 1 to 10 rates how well your OpenAI Pixel and Conversions API are set up — the quality of the implementation and the coverage of user data. You may know a similar metric from Meta.
If your score is low, conversion optimization won't work well no matter what else you set. Checking the score is therefore the first step before any change to your bidding strategy. For e-shops on a custom platform, this usually means adding server-side event sending via the Conversions API — a job for advanced analytics, not for the campaign manager.
Platform targeting
You can now limit a campaign to five platforms — Android app, Android web, desktop, iOS app and iOS web — and reports are split the same way.
Early experience from US advertisers suggests that Android traffic was of lower quality than iOS and desktop. That may not hold in Slovakia — Android's share is higher here. So we recommend not starting with exclusions, but running the campaign on all platforms and checking the report after two to three weeks.
For B2B there's another dimension. If you sell to businesses, desktop is often where decisions are made. A separate desktop campaign with a higher bid may make sense sooner than in other channels.
AI assistant for creating ads
Ads Manager now suggests copy and images based on your landing page and campaign goal. Campaigns can also be created, edited and evaluated using natural-language prompts.
It's useful for a quick start. But a suggestion is only as good as the landing page it's based on. If your page is generic, you'll get a generic ad. That's another reason to work on landing pages before creative with ChatGPT Ads.
Text customization: decide deliberately
This feature adapts the ad headline and description to the context of the conversation and automatically translates them into the user's language. In our Slovak account, this toggle was on by default when creating a campaign.
For an e-shop targeting multiple countries, automatic translation is an advantage. For regulated industries — finance, healthcare, law — and for companies with strict brand guidelines, it's a risk, because modified versions may be shown without your approval.
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The new features only work with good measurement
Conversion optimization, attribution windows and Event Quality Score all rely on the pixel and Conversions API. We'll set up measurement, verify data quality and launch the campaign so you know what ChatGPT actually brings you.
HubSpot and Shopify: the first integrations
HubSpot
HubSpot is OpenAI's first CRM partner. In HubSpot, you can create ChatGPT campaigns, track their performance and automatically link an ad click to a CRM contact via UTM parameters. Contacts that came from an ad can be enrolled in automated workflows.
For B2B companies using HubSpot, it's the fastest way to see not just clicks, but whether they turned into sales opportunities.
Shopify
The ChatGPT Ads app for Shopify syncs the product catalog, creates ads from products, automatically installs a server-side pixel and shows spend, CTR, conversions and cost per acquisition in reports. From September 23, 2026, it's also becoming available in markets outside the US where ChatGPT Ads runs — including Slovakia.
Two caveats:
- At launch, the app is English-only. For a Slovak e-shop, check which language the ads generated from your catalog actually come out in.
- The app works with customer data — names, emails, IP addresses and on-site behavior. Before installing, review your personal data processing information and cookie consents.
What if you're not on Shopify or HubSpot
Most Slovak e-shops run on Shoptet, WooCommerce or a custom platform. There's no ready-made integration for them yet. That doesn't put them at a disadvantage — it means they have to build the connection themselves:
- a product feed of a quality ChatGPT Ads can work with
- OpenAI Pixel on the website
- a server-side Conversions API so conversions aren't lost to cookie blocking
This is exactly the kind of integration we build for e-commerce solutions on Laravel — just like feeds and measurement for Google and Meta.
Sponsored Agents: where advertising is heading
The most interesting update doesn't apply to Slovakia yet. Sponsored Agents is a format where clicking an ad doesn't open a website, but a separate, labeled conversation with a company's AI representative right inside ChatGPT. The customer asks about products, prices or availability, and an agent prepared by the company answers.
According to the OpenAI Help Center, it's a closed alpha test for selected advertisers in the US, and access requests aren't currently being accepted.
Why it's worth paying attention now
Until now, ads brought people to a website, and the website made the sale. With Sponsored Agents, the sale moves into the conversation. The outcome will depend on whether your agent knows current prices, availability and terms and can answer accurately — not on how your website looks.
A company that wants to use this format will need:
- structured, up-to-date data about its products and services
- clearly written answers to customers' frequently asked questions
- a connection between AI and its own systems — inventory, bookings, price list
The third point is what MCP connectors solve today: an AI assistant reads and writes data directly from your website or system. Those who have their data ready will be able to launch the new format the day it opens in Europe.
What to do this week
1. Check your Event Quality Score. If your campaign is live, see how OpenAI rates your measurement data. Fix a low score before anything else.
2. Set your attribution windows. Align them with your other channels so conversions aren't counted twice.
3. Run all platforms and watch the report. After two to three weeks, decide whether to separate or exclude any of them.
4. Decide on text customization. On or off — but deliberately.
5. If you're on Shopify, test the app. Check the language of the generated ads and your consent settings.
6. Start preparing data for an AI agent. Even though Sponsored Agents aren't available here yet, structured data and answers to customer questions will also pay off in AI search optimization.
Want to know whether ChatGPT Ads is worth it for you?
We'll look at your measurement, landing pages and product and tell you straight whether testing the channel makes sense — even if the answer is no.
Advertising in ChatGPT → | Write to us →
Frequently asked questions
What's new in ChatGPT Ads in September 2026?
On September 16, 2026, OpenAI added conversion optimization with pay-per-impression billing, adjustable attribution windows, Event Quality Score, platform targeting, AI suggestions for copy and images, integrations with HubSpot and Shopify, and began testing the Sponsored Agents format.
What are Sponsored Agents in ChatGPT?
An ad format where clicking an ad opens a separate, labeled conversation with a company's AI representative right inside ChatGPT. For now, it's a closed test for selected advertisers in the US, and OpenAI isn't accepting access requests.
Can Slovak businesses use the ChatGPT Ads app for Shopify?
Yes. From September 23, 2026, the app is becoming available in markets outside the US where ChatGPT Ads runs, including Slovakia. At launch, it supports English only.
What attribution windows does ChatGPT Ads offer?
7, 14 or 30 days for click-through conversions, and 0 or 1 day for view-through conversions.
What is Event Quality Score?
A score from 1 to 10 that OpenAI uses to rate the quality of your OpenAI Pixel and Conversions API setup and the coverage of user data. A low score hurts conversion optimization performance.
Is it worth switching to conversion optimization with pay-per-impression billing?
Only once you have reliable measurement and enough conversions. You pay for impressions regardless of results, so we recommend starting with CPC and switching to this model after verifying your measurement data.
Can ChatGPT Ads target only mobile or desktop?
Yes. A campaign can be limited to the Android app, Android web, desktop, iOS app and iOS web, and you see performance broken down by these platforms.
Sources
- Reimagining advertising with AI — OpenAI, Sept 16, 2026. Sponsored Agents, AI tools for advertisers, HubSpot and Shopify integrations.
- Sponsored Agents in ChatGPT Ads — OpenAI Help Center. Test status and availability.
- OpenAI lets advertisers run ChatGPT ads from HubSpot and Shopify — PPC Land. Attribution windows, Event Quality Score, platform targeting, Shopify app features.
- OpenAI ships 10 ChatGPT Ads updates — Parvi, Sept 17, 2026. Overview of the updates and early experience with platform targeting.
- Ads in ChatGPT: The Basics — OpenAI Help Center. Buying options and measurement.
Current as of September 23, 2026. We will update this article.
Authors: prepared for you by the MR. Digital team
Date: Sept 23, 2026
