The OpenAI Ads Pixel by Stape tag integrates the OpenAI (ChatGPT) Ads Pixel into your website via a Google Tag Manager Web container. It allows you to send standard or custom events to OpenAI to improve ad performance and attribution.
How to Use
- Add the OpenAI Ads Pixel by Stape tag to your GTM container from the GTM Template Gallery.
- Enter your OpenAI Pixel ID from your ad account. Only one Pixel ID is supported on the page where the Pixel is loaded.
- Choose how the Event Name is defined:
- Inherit from DataLayer — maps GTM/GA4 event names to OpenAI Pixel equivalents.
- Override — choose from a list of standard events or provide a custom event name.
- Enable Automatic Data Layer Mapping (recommended) to automatically parse GA4 and UA e-commerce formats for event parameters.
- (Optional) Enable Advanced Matching to securely pass user data (e.g., email, phone) to OpenAI for better match rates.
- (Optional) Enable Event User Data Enhancement to store and reuse user data via
localStorageacross sessions. - (Optional) Configure Consent Settings using Google Consent Mode or manual consent control.
- (Optional) Configure Server-Side Tracking Settings with an Event ID for deduplication with the OpenAI Conversions API.
- (Optional) Add extra metadata to your events using the Event Parameters section.
- (Optional) Enable JS SDK Debugging Logs in the browser Console for troubleshooting.
Event Name Setup Options
- Standard Events (when overriding):
page_viewed,appointment_scheduled,checkout_started,contents_viewed,items_added,lead_created,order_created,registration_completed,subscription_created,trial_started
- Inherit from DataLayer (default):
- Maps GA4, Stape, and GTM4WP event names to their OpenAI Pixel equivalents:
| DataLayer Event | OpenAI Pixel Event |
|---|---|
page_view, gtm.dom, page_view_stape |
page_viewed |
view_item, view_item_stape, gtm4wp.productClickEEC |
contents_viewed |
add_to_cart, add_to_cart_stape, gtm4wp.addProductToCartEEC |
items_added |
begin_checkout, begin_checkout_stape, gtm4wp.checkoutStepEEC |
checkout_started |
add_payment_info |
payment_info |
purchase, purchase_stape, gtm4wp.orderCompletedEEC |
order_created |
generate_lead |
lead_created |
sign_up, sign_up_stape |
registration_completed |
Any unmapped event name is forwarded as a custom event with the original name set as custom_event_name.
Required Fields
- OpenAI Pixel ID — must be a non-empty string from your OpenAI ad account.
- Event Name — must be resolved either from the Data Layer or the override settings.
Features
Advanced Matching
Securely enrich events with user identifiers to improve ad attribution. The tag automatically hashes Email and External ID using SHA256 if the value is not already hashed. Supported fields include:
- Email (
email_sha256) - External ID SHA256 Hashed (
external_id_sha256) - City (
city) - ZIP Code (
zip_code) - Country (
country)
User data can be sourced from:
- A manually entered table.
- The Data Layer (
user_dataobject). - A custom variable (e.g., a User-Provided Data Variable).
Event User Data Enhancement
When enabled, user data is stored in localStorage (under the key gtmeec-oa) to persist across events and sessions. This improves match quality for repeat visitors or multi-page actions.
localStorage reads and writes are gated on consent — when consent has not been granted, the tag skips all localStorage interactions to ensure no user data is persisted without permission.
Consent Settings
The tag supports two mutually exclusive consent modes:
- Manual Consent (
consentGrantedfield) — explicitly grant or deny consent for the pixel to fire. Values treated as denied:false,"false",0,"0","denied". - Google Consent Mode — when enabled, the tag checks the
ad_storageconsent signal. If consent is denied at tag execution time, events and the SDK load are queued via a consent listener and dispatched automatically oncead_storageis granted.
Server-Side Deduplication
If you use both client-side and server-side (Conversions API) OpenAI tracking, you can prevent duplicate conversions:
- Use the Event ID field to send a unique identifier for each event.
- Enable DataLayer Push to create a new Data Layer event containing the Event ID, which can be used to trigger your server-side tag and ensure the same ID is forwarded on both channels.
Event Parameters
Send additional metadata with your events using:
- Event Parameters Table: For standard OpenAI Pixel parameters (
amount,currency,contents,plan_id). - Custom Variable: Load parameters from a JavaScript object variable.
- Data Layer Mapping: Automatically maps standard e-commerce parameters from GA4 and UA Data Layer objects, including
contents[],amount, andcurrency.
Data Layer Mapping
When Automatic Data Layer Mapping is enabled, the tag parses the following formats from the Data Layer:
- GA4 e-commerce:
items[]array withitem_id,item_name,price,quantity; top-levelvalueandcurrency. - Universal Analytics e-commerce:
ecommerce[action].products[]withid,name,price,quantity;actionField.revenue;currencyCode.
Use the “Most Recent Data Layer Event Only” option to restrict data reading to version 1 (most recent event push), ignoring recursive merges.
Debugging
Enable JS SDK Debugging Logs to have the OpenAI SDK print debug messages to the browser Console tab (DevTools). Example output:
[oaiq] queue flushed ...
[oaiq] captured click id from query param ...
Useful Resources
- Advertising in ChatGPT: how to track ChatGPT Ads’ performance
- OpenAI Docs: OpenAI Ads Measurement Pixel
- OpenAI Docs: Supported Events
Open Source
The OpenAI Ads Pixel for Google Tag Manager Web is developed and maintained by the Stape Team under the Apache 2.0 license.
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