ChatGPT ads drew click-through rates of 1.21% to 1.91% in Brazil, Mexico, Japan, and South Korea — roughly double the 0.6% to 0.75% recorded across the U.S., U.K., Canada, Australia, and New Zealand, according to a report by growth agency Graphite published Sept. 29.

The report, titled "The State of ChatGPT Ads," combines panel data from Similarweb — which sells a ChatGPT ad tracking tool — with Graphite's review of U.S. ad copy and landing pages. OpenAI's help center notes that ChatGPT Ads currently lack performance benchmarks across advertisers, industries, or campaign types, which makes this one of the first public attempts to quantify them.

A clear market split

Brazil led all markets at 1.91% all-time CTR among users on Free and Go plans, followed by Mexico at 1.55%, Japan at 1.53%, and South Korea at 1.21%. The five English-language markets clustered tightly below: Canada at 0.75%, the U.K. at 0.74%, the U.S. at 0.73%, Australia at 0.67%, and New Zealand at 0.6%.

The periods differ by market. Each has between five and 25 weeks of data, measured from its first week in the dataset through Sept. 16. OpenAI began testing ads in the U.S. on Feb. 9. An Aug. 11 update to that same post said ads had launched in the U.K., Mexico, Brazil, Japan, and South Korea — and the U.K.'s rate landed nearly identical to the U.S. rate despite the later start.

What the numbers actually count

CTR here means clicks per ad-bearing exchange — one user message plus ChatGPT's response — pooled across all advertisers in each market. Similarweb provides percentages and shares rather than exact counts, so the report cannot show how many users or replies sit behind each market's rate.

The report describes its coverage as "all nine live markets." That lags OpenAI's own rollout: on Aug. 18 the company said ChatGPT Ads would expand to 31 European countries the following week, and an Aug. 31 update put availability at more than 40 countries. None of the 31 European markets appear in the report's per-market charts.

Advertisers churn while categories take shape

Only Jotform and Resume.io ranked among the 10 largest ChatGPT advertisers by worldwide impression share in all 20 weeks from May 4 to Sept. 14. Cursor and Monday.com made the top 10 in 15 of those weeks, Booking.com in 10, and Design.com in eight.

The report calls the advertiser base's state "experimentation mode." Among the 100 largest U.S. advertisers, Graphite groups Zapier, SAP, Aikido Security, and The Wall Street Journal as "gone," with weekly impressions that rose and then fell away before Aug. 17.

By category, B2B SaaS led with 19.9% of U.S. ChatGPT ad impressions from March 30 to Aug. 4, spread across 1,210 advertisers led by Monday.com. Retail & Consumer Brands ranked second at 10.4%, across 1,510 advertisers led by Home Depot. Graphite assigned categories for the advertisers behind 98.95% of U.S. impressions.

Graphite also writes that retail and ecommerce advertisers "have been largely absent from the platform," and ties that to product feeds that didn't fit ChatGPT's chat format.

Why B2B marketers should care

As Brooke Osmundson wrote on Sept. 8, advertisers still have little context for judging what good ChatGPT Ads performance looks like. This report measures pooled clicks per ad-bearing reply, not the CTR of an individual campaign — and with different time windows per market and no underlying counts, direct benchmarking against a single campaign remains difficult. Pooling CTR across all markets would also mask the gap between the four high-CTR markets and the English-language five.

The U.S. category data ends Aug. 4, before two developments that could reshape ecommerce on the platform: on Sept. 10, Amazon Ads started a pilot letting chosen U.S. advertisers extend Amazon campaigns into ChatGPT, and on Sept. 16 OpenAI named Shopify its first ecommerce partner. OpenAI rolled ChatGPT Ads out to Indonesia, Malaysia, the Philippines, Singapore, Thailand, Vietnam, and Taiwan on Sept. 23, and now says the product is available in more than 60 countries — meaning the next edition of this data will cover a far larger and more competitive ad market.