Can ChatGPT ad results be split by delivery platform?

Definition: Yes. OpenAI's Ads Insights API can split delivery metrics by platform, returning separate rows for supported ChatGPT apps and web browsers. Platform reporting is a breakdown of results, while platform targeting controls where a campaign can deliver.

Key facts

• OpenAI's Insights API reference says segments[]=platform splits delivery metrics by ChatGPT app or web browser.
• The same reference says fields[]=platform returns the platform value in each row and that platform is separate from the device breakdown.
• The documented platform values are android_app, android_web, desktop_web, ios_app, ios_web, and web.
• Platform segments support delivery metrics, while conversions are supported through other breakdowns.
• OpenAI's platform targeting documentation describes targeting as the control for which ChatGPT apps and web browsers can show an ad.

How does the platform breakdown work?

The reporting documentation defines a segment as a view of performance within an entity. The endpoint sets the reporting scope, such as an ad account or campaign, and aggregation_level determines the entity represented by each row. Add one optional segment to a request, then select the platform field and the delivery metrics to return.

curl -G "https://api.ads.openai.com/v1/campaigns/cmpn_123/insights" \
  -H "Authorization: Bearer ${OPENAI_ADS_API_KEY}" \
  --data-urlencode 'aggregation_level=campaign' \
  --data-urlencode 'time_granularity=none' \
  --data-urlencode 'segments[]=platform' \
  --data-urlencode 'fields[]=platform' \
  --data-urlencode 'fields[]=campaign.impressions' \
  --data-urlencode 'fields[]=campaign.clicks' \
  --data-urlencode 'fields[]=campaign.spend'

The API reference lists platform as a canonical field that is valid only with segments[]=platform. The response can therefore carry a platform value alongside the selected campaign entity and metrics. A platform segment is distinct from a device segment, so a platform report answers where the ChatGPT experience was delivered, while a device report uses the separate device dimension.

Which platforms can appear in the report?

OpenAI documents six response values: android_app for the native Android app, android_web for Android web, desktop_web for ChatGPT in a desktop web browser, ios_app for the native iOS app, ios_web for iOS web, and web for web. The API reference says that historical web rows remain combined. They are not split retroactively into Android web, desktop web, or iOS web rows.

The web value also has a filter meaning. A platform filter using IN with web includes web, android_web, desktop_web, and ios_web. A filter for android_web, desktop_web, or ios_web selects that specific web platform and excludes historical web rows.

What can the breakdown measure?

The platform segment is for delivery metrics. The reference lists impressions, clicks, spend, CTR, CPC, and CPM as aggregated numeric fields, and gives platform.impressions as a valid segment metric. Platform segments support delivery metrics; conversions are not supported in that segment. The reporting guide instead shows country and device as breakdowns for the dedicated conversion endpoint.

Segmented requests support none, daily, and monthly time granularities. The reporting guide says to use one segment per request. Responses from the Insights endpoints are paginated, so a complete report across many entities or dates requires following the pagination guidance in the API reference.

How is reporting different from targeting?

Platform reporting describes the platform recorded for delivered results. Platform targeting sets targeting.platforms.included to choose the ChatGPT platforms where a campaign can deliver. The targeting documentation lists android_app, android_web, desktop_web, ios_app, ios_web, and web as accepted values.

On campaign creation, omitting targeting.platforms or setting it to null adds no platform restriction. An existing web value includes all web platforms, while individual web values allow narrower selection. Updating targeting.platforms.included replaces the platform selection and preserves location and custom audience targeting when the update is platform-only.

Related terms

• Can ChatGPT ad delivery be restricted to selected app platforms?
• How are conversion attribution windows selected for ChatGPT ad reports?
• Where can an advertiser inspect why a ChatGPT ad is not serving?

FAQ

Can Android app and Android web results be separated?

Yes. Request the platform segment and include the platform field. The response values distinguish android_app from android_web.

Can platform reporting show conversions?

The platform segment supports delivery metrics. OpenAI's reference documents country and device breakdowns for conversion reporting.

Does platform targeting create the report breakdown?

No. Targeting controls eligible delivery platforms through targeting.platforms.included; the Insights request creates the platform breakdown with segments[]=platform.

Sources

1. OpenAI, "Reporting", undated
2. OpenAI, "Insights", undated
3. OpenAI, "Platform Targeting", undated

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