Branch has added to its AI measurement offerings with ChatGPT Ads attribution support to track mobile app, web, and desktop app user actions back to paid ChatGPT Ads campaigns. This update enables advertisers to attribute app installs, re engagement, web visits, conversions, and other customer actions back to paid ChatGPT Ads and measure ChatGPT Ads traffic against organic ChatGPT traffic and other AI platforms. Branch is able to deep link ChatGPT visitors into app or web content relevant to their interest with context intact through its AI-powered deep linking.Advertisers can also share selected conversion events with OpenAI for campaign reporting and optimization.
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The company said its cross-platform measurement architecture is designed to help marketers understand how AI-driven discovery contributes throughout the customer journey, rather than treating AI as a separate marketing channel. “AI discovery is becoming part of the broader customer journey, not a separate marketing category,” said David Karnstedt, CEO at Branch. “Marketers should be able to see how paid ads, organic referrals, web visits, app activity and other marketing touchpoints connect to conversions. That is the measurement foundation Branch has built over the last decade.”Branch’s support for ChatGPT Ads adds paid AI advertising measurement to its existing capabilities for tracking organic ChatGPT-driven traffic.