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Vendor reportGraphite and Similarweb, 2026

More than half of ChatGPT ad impressions land in the first three turns

Bidding & pacing

ChatGPT Ads: Share of ad impressions by conversation turn position (%)

ChatGPT Ads: Share of ad impressions by conversation turn position (%)
Turn PositionShare of ad impressions (%)
128%
2-323%
4-616%
7-1212%
13-219%
22+12%
Reader Note:
Figure reports share of ad impressions by conversation turn across all countries from March 30 to August 23, 2026 using Similarweb data. The table shows 28% at turn 1, 23% at turns 2-3, 16% at turns 4-6, 12% at turns 7-12, 9% at turns 13-21, and 12% at turn 22+. The source defines turn position as the position of an exchange inside its conversation, and says turn 1 is the opening exchange, meaning the first user message and its reply, not the first user message alone.
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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