OpenAI’s Ads Manager measures your ChatGPT campaign from the platform’s side: impressions, clicks, spend. Visibility is the other side of the question \u2014 on the conversations that matter to your brand, how often do you actually appear, and against whom? The platform doesn’t report it, so it has to be measured from the user’s side. This post covers the metrics that hold up, and the methodology that decides whether they mean anything.<\/p>\n\n\n\n
Two properties of ChatGPT advertising make platform reporting insufficient on its own.<\/p>\n\n\n\n
First, the reporting is totals-only. You can see that your ad served 4,000 times; you cannot see that it served on “best accounting software for freelancers” and never on “accounting software with good invoicing” \u2014 and for a contextual channel, that distribution is most of the signal.<\/p>\n\n\n\n
Second, delivery is probabilistic. The same question won’t return the same ad twice, so visibility isn’t a fact you look up \u2014 it’s a rate you estimate from repeated observation. That shapes everything below.<\/p>\n\n\n\n
Presence rate.<\/strong> The share of checks on a given question, in a given market and window, where your ad appeared. This is the base unit of visibility. Measured per question, because an average across questions hides exactly the distribution you’re trying to see.<\/p>\n\n\n\n Share of voice.<\/strong> Of all ad placements observed across your category’s conversations, the share belonging to each advertiser. It’s the ChatGPT equivalent of impression share, with one difference worth stating plainly: it’s computed against observed placements, so it describes the sample, and the sample must be big enough to describe the market.<\/p>\n\n\n\n Fill rate.<\/strong> The share of checks where any advertiser appeared. This varies widely by category \u2014 contested categories fill most conversations; in others most checks come back empty. Fill rate is the context that makes a share-of-voice number readable: 60% share of a category that fills 90% of the time is a different market from 60% of one that fills a quarter of the time.<\/p>\n\n\n\n Absence.<\/strong> The specific questions where your ad never appears \u2014 split into the ones where competitors appear instead, and the ones nobody has claimed. The second kind is often the most useful line in a visibility report.<\/p>\n\n\n\n Three requirements separate a measurement from a guess.<\/p>\n\n\n\nThe methodology decides whether the numbers are real<\/h2>\n\n\n\n