OpenAI Ads Pixel for Google Tag Manager Web

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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

  1. Add the OpenAI Ads Pixel by Stape tag to your Web GTM container.
  2. Enter your OpenAI Pixel ID from your ad account. Only one Pixel ID per page is supported.
  3. 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.
  4. Enable Automatic Data Layer Mapping (recommended) to automatically parse GA4 and UA e-commerce formats for event parameters.
  5. (Optional) Configure Consent Settings using Google Consent Mode or manual consent control.
  6. (Optional) Configure Server-Side Tracking Settings with an Event ID for deduplication with the OpenAI Conversions API.
  7. (Optional) Add extra metadata to your events using the Event Parameters section.
  8. (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

Consent Settings

The tag supports two mutually exclusive consent modes:

  • Manual Consent (consentGranted field) — 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_storage consent signal. If consent is denied at tag execution time, events and the SDK load are queued via a consent listener and dispatched automatically once ad_storage is 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, and currency.

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 with item_id, item_name, price, quantity; top-level value and currency.
  • Universal Analytics e-commerce: ecommerce[action].products[] with id, 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

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.

GTM Gallery Status

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GitHub

:green_circle: Repository

New GTM templates: OpenAI Ads conversions, web, and server-side
2

stape-io/openai-pixel-tag — updated: view commit

  • Improved event parameter mapping to handle monetary values explicitly by converting amounts from regular currency units to their lowest units based on the currency’s decimal precision (e.g., cents for USD, yen for JPY).
  • Added support for zero- and three-decimal currencies to ensure accurate amount conversions in event parameters.
  • Updated documentation and UI labels to clarify that “Amount” fields are processed in the currency’s lowest unit, with a new option to use “Amount (in regular unit).”
  • Enhanced data layer parsing logic to prioritize converted amount fields and avoid duplication.
  • Added helpful links for detailed event parameter descriptions to aid user understanding and correct implementation.

GTM Gallery Status

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