OpenAI is testing a ChatGPT dashboard that shows brands how often they get mentioned

OpenAI is testing an analytics dashboard that counts how many times a company shows up in ChatGPT answers and how many clicks those appearances send to its website. The tool is part of a broader Business Hub that has not been released yet.

The feature came to light when Juozas Kaziukėnas, founder of the e-commerce research firm Marketplace Pulse, posted on LinkedIn on November 6 a screenshot of a notice for the unreleased feature, according to Digiday, in a report published on November 10. Kaziukėnas said he first spotted signs of the feature in August.

How claiming a business works

The notice invites companies to "claim your business on ChatGPT," according to two sources familiar with how the feature works. Once they do, companies can track their mentions and keep their products and business information up to date.

Claiming a business also unlocks what OpenAI calls a business agent, which answers customer questions using information supplied by the company itself. To get in, a company has to prove it has the authority to represent the business. According to Kaziukėnas, connecting a Shopify store is one way to do that.

What the dashboard shows, and what it leaves out

According to the same sources, the dashboard logs impressions and clicks per day and displays them in a chart. Prompts stay hidden, as does user data, and there is no comparison with competitors. That is far less than what search professionals get from Google.

Third-party tools already sell brands a read on their visibility in ChatGPT, usually by running prompts through the chatbot at high volume, but none of them has OpenAI's own numbers. Kaziukėnas expects the two to work together: third-party tools track the prompts, while OpenAI's first-party data shows whether generative engine optimization (GEO) strategies are paying off.

The link to advertising

On paper, the dashboard covers organic answers and is kept separate from ChatGPT ads. The report argues, however, that OpenAI's ad business stands to gain the most: once visibility becomes a daily number, brands will want to see it go up, and what the company charges for that is the sponsored placement next to the answer. Google made the same move with Google Business Profile and Search Console, which made it easier to sell ads to those businesses.

OpenAI already has a self-serve ads manager and a measurement pixel. Ads in ChatGPT began testing in the United States in February. In September, the company said it had reached $1 billion in annualized revenue in under 200 days, and at the end of October it said more than 100,000 advertisers had already run campaigns in 89 countries. OpenAI declined to comment on the report.

For brand teams, the dashboard promises a daily count of appearances and clicks straight from OpenAI, data that third-party tools do not have. It does not show which questions trigger the mentions or how the brand stacks up against competitors, and the feature is still in testing.