Graphite report says ChatGPT ads got higher click-through rates in Brazil, Mexico, Japan and South Korea than in the U.S. and other English-speaking markets

A ChatGPT ad in Brazil got clicked at roughly two and a half times the rate of the same kind of ad in New Zealand, according to a report published on 29 September. That gap turns "is this campaign working" into a question that has a different answer in every country.

Search Engine Journal reported on 29 September that Graphite, a growth agency specialising in SEO and paid search, published "The State of ChatGPT Ads" using data from Similarweb's user panel. Similarweb sells the ChatGPT ad tracking tool that produced the panel data, and Graphite reviewed U.S. ad copy and landing pages. OpenAI's help center notes that ChatGPT Ads has no published performance benchmarks by advertiser, industry, or campaign type, so the report is the first cross-market number readers have.

The click-through rates by market

Graphite gave an all-time click-through rate for Free and Go users in each of the nine live markets, measured from the first week the market appeared in the data through 16 September. Brazil led at 1.91 percent, then Mexico at 1.55 percent, Japan at 1.53 percent, and South Korea at 1.21 percent. The five English-speaking markets were closely grouped: Canada at 0.75 percent, the U.K. at 0.74 percent, the U.S. at 0.73 percent, Australia at 0.67 percent, and New Zealand at 0.60 percent.

The markets do not cover the same stretch of time. Graphite says each has between five and 25 weeks of data. OpenAI began testing ads in the U.S. on 9 February, and its 11 August update said ads had launched in the U.K., Mexico, Brazil, Japan, and South Korea.

How the number is built

Graphite explains that a click-through rate here is total clicks divided by ad-bearing exchanges, where one exchange is one user message and ChatGPT's response, pooled across every advertiser in a market. Similarweb supplies percentages and shares of activity, so the report cannot say how many users and replies sit behind a rate.

The report also calls its coverage "all nine live markets." OpenAI said on 18 August that ChatGPT Ads would expand to 31 European countries the following week, and on 31 August that ChatGPT Ads was available in more than 40 countries. None of the 31 European countries appear in the per-market charts.

Which advertisers keep showing up

Only Jotform and Resume.io ranked among the 10 largest ChatGPT advertisers by worldwide impression share in all 20 weeks from 4 May to 14 September, according to the report. Cursor and Monday.com made the top 10 in 15 of those weeks, Booking.com in 10, and Design.com in 8. Graphite groups Zapier, SAP, Aikido Security, and The Wall Street Journal as "gone" among the 100 largest U.S. advertisers, meaning their weekly impressions rose and then fell away before 17 August.

By U.S. category, B2B SaaS accounted for 19.9 percent of ChatGPT ad impressions from 30 March to 4 August across 1,210 advertisers, led by Monday.com. Retail and consumer brands ranked second at 10.4 percent across 1,510 advertisers, led by Home Depot. Graphite assigned categories to advertisers behind 98.95 percent of U.S. impressions.

A marketing team running ChatGPT ads in more than one country now has an outside baseline to judge a campaign against, with the caveats stated: the panel provides percentages rather than counts, the periods differ across markets, and the numbers pool every advertiser together. Judging a campaign in Brazil against a U.S. rate would flatter the campaign, and judging a campaign in the U.S. against a Brazil rate would panic the account manager for no reason.

Source

• Search Engine Journal report: ChatGPT Ad CTR Topped 1% In 4 Markets, Not In The U.S.: Report, by Matt G. Southern, 29 September 2026.
• Primary source: The State of ChatGPT Ads, Graphite, 29 September 2026.