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Vendor reportGraphite and Similarweb, 2026

Ads in the first four turns get 48% higher click-through rate

Bidding & pacing

48%

higher ChatGPT ad click-through rate in the first four conversation turns worldwide

Reader Note:
This is a worldwide Similarweb analysis of ad CTR by conversation turn from March 30 to September 30, 2026. The source defines turn position as the position of an exchange inside its conversation, with turn 1 meaning the opening exchange: the first user message and its reply, not the first user message alone. The source does not state the absolute CTR by turn, only the relative difference.
Evidence:
Observed behaviour
Vendor interest:
Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:
Similarweb user panel across 9 live ChatGPT ad markets (panel size not disclosed), plus Graphite analysis of 95k+ US ChatGPT ads from 500+ advertisers, 70k+ creatives, 50k+ headlines, and 8k+ landing pages from April to mid-August 2026.

Good for

Comparing yourself against a similar segment, and choosing what to test next.

Not for

  • Saying that one thing caused another, or predicting what you would get.
  • This comes from a company with a commercial interest in this market, so it is not a neutral source.
  • The source says how much it looked at, but not how any of it was chosen.

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