Short answer
Graphite's new report shows that click-through rates on ChatGPT ads differ markedly by country. Rates in English-language markets are close together and lower, while Brazil, Mexico, Japan and South Korea are higher. The data pools all advertisers, however, so it cannot be compared directly with the results of a single campaign.
Highlights
- Across five English-language markets, ChatGPT ad click-through rates sit between 0.6 and 0.75 per cent.
- In Brazil, Mexico, Japan and South Korea the rate is between 1.21 and 1.91 per cent.
- The report pools all advertisers and each market covers a different period, so it is not directly comparable with a single campaign.
2 min readEditor-in-chief: Uğur Deniz İlhan
The Graphite report, as covered by Search Engine Journal, breaks ChatGPT ad click-through rate (CTR) down by market. It combines Similarweb's user panel data with Graphite's review of U.S. ad copy and landing pages.
What is the click-through rate on ChatGPT ads?
For Free and Go users, the rate is between 0.6 and 0.75 per cent in the U.S., U.K., Canada, Australia and New Zealand, with 0.73 per cent in the U.S. In Brazil, Mexico, Japan and South Korea it ranges from 1.21 to 1.91 per cent. CTR is calculated here as clicks per reply that contained an ad.
Can I compare these figures with my campaign?
Not directly. The report pools all advertisers, and because Similarweb provides percentages and shares rather than exact counts, the number of users and replies behind each rate is unknown. Each market's data also spans a different period. The figures are a general frame of reference, not a ceiling or a target.
What should marketers in Turkey do?
Turkey does not appear as a separate market in the report. If ChatGPT ads are on your agenda, treat these rates as a starting point for deciding what to measure rather than as an expectation for your first campaign. Collect your own click and conversion data in a separate report first, then set it beside the market rates.
The report also says advertisers are in "experimentation mode": the largest advertisers change from week to week. That suggests keeping budgets small and treating them as learning spend.
Frequently asked
- How is CTR calculated for ChatGPT ads?
- The report calculates CTR as the number of clicks divided by the number of replies containing an ad. A reply consists of one user message and ChatGPT's response.
Sources
- Search Engine Journal ·
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