What are the new ChatGPT ad format and measurement tools for advertisers?

The visual format will probably get most of the attention. I am more interested in whether the measurement changes make ChatGPT ads easier to judge against the other channels competing for the same budget. Better creative could help explain an offer, but it does not tell me whether someone is ready to buy. With the source inaccessible, I would not assume anything yet about targeting, conversion tracking or advertiser access.

Attribution partnerships could make this more useful, provided they help explain what happened rather than simply give another platform credit for the same sale. Someone might explore a purchase in ChatGPT and later convert through paid search. Both touchpoints could matter, but adding their reported conversions together would not establish incremental growth. Before moving meaningful budget, I would want to understand attribution windows, conversion lag and how duplicate conversion credit is handled.

For a lead generation test, I would follow cost per lead through to qualified CPL and analytics or CRM outcomes. Cheap leads would not persuade me to scale if qualification deteriorated. For ecommerce, I would compare CPA and conversion value with the margin available to fund that spend. Evidence of additional customers at acceptable marginal efficiency would change my budget view, not just a strong platform report.

My next move would be to verify the announcement and request the measurement documentation and brand suitability settings. If those checks support a test, I would fund it with a capped learning budget and a clear commercial threshold. I can see the appeal of reaching people while they work through a decision. I just want evidence that we are influencing that decision, rather than paying for credit once it was already made.