Reading breakdowns correctly: device, product and country in ChatGPT Ads reports

Breaking results down by segment is the fastest way to find patterns in a campaign: which device converts, which product pulls, which country only costs. ChatGPT Ads offers three dimensions for this — device, product and country — and each has a quirk you should know before drawing conclusions.

Device: the most complete breakdown

By device, the API delivers everything: impressions, clicks, spend and, in daily or total view, conversions too. This is the breakdown you can base bidding decisions on. A typical pattern: mobile brings the impressions, desktop the conversions — then it's worth a close look at the landing page on a phone.

Product: SKU instead of title, no conversions

The product breakdown identifies each row by the item number from your feed, not by the product title. Chatvertise therefore shows the SKU — if you want titles, match them against the feed. Second quirk: at product level the API doesn't return conversions; a request for them is rejected. So you can see which products collect clicks and what they cost, but not directly which ones sell. For the sales question, conversion reporting by event is the better source.

Country: impressions and clicks, but no spend

By country you get impressions and clicks per target market — spend is zero in every row. That's not a bug in Chatvertise: the API doesn't attribute spend geographically. A “spend by country” chart would therefore always be structurally empty; that's why Chatvertise shows a note there instead of empty bars. What the country breakdown still answers: where is my ad shown at all, and where does nobody click?

What to do with it

• Differentiate bids by device if one device converts clearly better — that works via separate ad groups.
• Cross-check products with many clicks and no sales in conversion reporting, and remove them from the product set if needed.
• Drop countries with impressions but no clicks from targeting — they dilute CTR without contributing anything.

You'll find all three breakdowns in Chatvertise on the overview and on the campaign detail pages, each for the same period and the same filters as the KPI row above.