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The OpenAI Conversions API lets advertisers send conversion events from their servers to OpenAI to measure campaign performance and optimize campaigns for conversions. The mParticle event integration forwards your app, web, and server-to-server events to the OpenAI Conversions API, so you can send conversions to OpenAI without building and maintaining your own server-side integration.

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\n \n \n \n \n \n \n \n Prerequisites

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To set up the OpenAI event integration, you need:

\n\n

\n \n \n \n \n \n \n \n Setup

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\n \n \n \n \n \n \n \n 1. Create an OpenAI output configuration

\n
    \n
  1. In mParticle, navigate to Setup > Outputs.
    2. \n
  2. Click Add Output and select OpenAI.
    3. \n
  3. Enter a descriptive Configuration Name.
    4. \n
  4. Enter your Pixel ID: the pixel ID from the conversions tab of OpenAI Ads Manager.
    5. \n
  5. Enter your Conversion Key: the key you generated from the key icon in OpenAI Ads Manager.
    6. \n
  6. Click Save.
    7. \n
\n

\n \n \n \n \n \n \n \n 2. Connect a data input to OpenAI

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A connection links one platform input (such as your iOS app, Android app, or web property) to this output configuration. Each connection is independent and can be configured with its own Connection Settings, so you can use a different action source, external identity type, or consent mapping per input.

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To connect an input:

\n
    \n
  1. In mParticle, navigate to Connections and select the input you want to connect to.
    2. \n
  2. Click Connect Output and find OpenAI in the output list.
    3. \n
  3. Select an Action Source: where the conversions on this connection occur. If you select Web, every event must include a source URL. See Source URL. For iOS, Android, and tvOS connections, select Mobile App.
    4. \n
  4. (Optional) Enable Forward Location Attributes to send country, city, and postal code for conversion matching.
    5. \n
  5. (Optional) Enable Forward Device Info to send the IP address and user agent for conversion matching.
    6. \n
  6. (Optional) Enable Enrich with IP Address to fill in a missing IP address with the user’s most recently seen IP address. Requires Forward Device Info. See Enrich with IP Address.
    7. \n
  7. (Optional) Enable Validate Only while you are testing the connection. OpenAI validates events without saving them. Disable this setting before you go live.
    8. \n
  8. (Optional) Select an External Identity Type: the mParticle identity to send to OpenAI as the external ID. Defaults to Customer ID. Select None to send no external ID.
    9. \n
  9. (Optional) Select a User Data Consent Mapping: the consent purpose used to set OpenAI’s opt_out flag. See Consent.
    10. \n
  10. (Optional) Disable Send Custom Event Attributes to send standard event data only. See Custom attributes.
    11. \n
  11. Click Add Connection.
    12. \n
\n

Repeat for each platform input you want to forward to OpenAI.

\n

\n \n \n \n \n \n \n \n Supported platforms

\n\n

\n \n \n \n \n \n \n \n Supported identities

\n

OpenAI uses identities and other user data to match conversions to people who saw or interacted with an ad. mParticle sends these fields in the user object of each event. All fields are optional: mParticle forwards events to OpenAI even when no identity is present. OpenAI can also attribute conversions using the OpenAI attribution identifier (oppref) alone. See Custom flags.

\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
OpenAI fieldmParticle sourceWhen it’s sent
phone_numbers_sha256Mobile Number, Phone Number 2, and Phone Number 3 identities, and the $Mobile user attributeAutomatically when present. Up to three unique phone numbers are sent.
emails_sha256Email identityAutomatically when present.
external_ids_sha256The identity selected in the External Identity Type connection setting (Customer ID by default)When the selected identity is present. Not sent when External Identity Type is set to None.
first_names_sha256$FirstName user attributeAutomatically when present.
last_names_sha256$LastName user attributeAutomatically when present.
postal_codes$Zip user attributeRequires Forward Location Attributes.
cities$City user attributeRequires Forward Location Attributes.
countries$Country user attributeRequires Forward Location Attributes.
android_advertising_idGoogle Advertising ID (GAID)Automatically when present.
obrefOpenAI.Obref custom flagWhen the custom flag is set. See Custom flags.
ip_addressIP address collected by mParticleRequires Forward Device Info. See also Enrich with IP Address.
user_agentUser agent collected by mParticleRequires Forward Device Info.
\n

mParticle normalizes and hashes phone numbers, emails, external IDs, and names before sending them. See Data processing notes.

\n\n

\n \n \n \n \n \n \n \n Supported event types

\n

mParticle forwards the following event types to OpenAI:

\n\n

\n \n \n \n \n \n \n \n Native event mappings

\n

mParticle maps the following events to OpenAI event types automatically. You don’t need to configure anything for these events.

\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
mParticle eventOpenAI event typeOpenAI data.type
Commerce Event: View Detailcontents_viewedcontents
Commerce Event: Add to Cartitems_addedcontents
Commerce Event: Checkoutcheckout_startedcontents
Commerce Event: Purchaseorder_createdcontents
Screen Viewpage_viewedcontents
Application State Transition: Installapp_installedcustomer_action
Application State Transition: Initialized, Upgrade, or Foregroundapp_openedcustomer_action
\n

Notes on native mappings:

\n\n

\n \n \n \n \n \n \n \n Custom mappings

\n

Use custom mappings to send mParticle custom events to OpenAI. Custom events are forwarded only when you map them; unmapped custom events aren’t sent. In your OpenAI connection, open the Custom Mappings tab, select an OpenAI event, and map an mParticle event to it. For more information, see Custom Mappings.

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Map an event to one of OpenAI’s standard events when one fits. To send an event that doesn’t match a standard event, map it to Custom.

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OpenAI event (Custom Mappings tab)OpenAI event typeOpenAI data.type
Appointment Scheduledappointment_scheduledcustomer_action
Lead Createdlead_createdcustomer_action
Registration Completedregistration_completedcustomer_action
Subscription Createdsubscription_createdplan_enrollment
Trial Startedtrial_startedplan_enrollment
Page Viewedpage_viewedcontents
Checkout Startedcheckout_startedcontents
Contents Viewedcontents_viewedcontents
Items Addeditems_addedcontents
Order Createdorder_createdcontents
App Installedapp_installedcustomer_action
App Openedapp_openedcustomer_action
Customcustomcustom
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Each mapped event has these optional mapping parameters:

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ParameterOpenAI fieldAvailable onDescription
Source URLsource_urlAll eventsThe page URL where the conversion occurred. Required by OpenAI when the action source is web.
OpenAI Attribution IDopprefAll eventsThe OpenAI attribution identifier, forwarded without modification.
Custom Event Namecustom_event_nameCustomThe name OpenAI records for the custom event. If you don’t map it, mParticle uses the mParticle event name. See Custom event names.
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\n \n \n \n \n \n \n \n Custom event names

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OpenAI requires every custom event to have a custom_event_name of 1 to 64 lowercase letters, digits, underscores, or hyphens that starts and ends with a letter or digit, and that isn’t one of OpenAI’s standard event names. mParticle normalizes the name before sending it:

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  1. Converts the name to lowercase.
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  2. Replaces each run of unsupported characters (including spaces) with a single underscore.
    3. \n
  3. Removes leading and trailing underscores and hyphens.
    4. \n
  4. Truncates the name to 64 characters, then removes any underscores or hyphens left at the end.
    5. \n
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For example, Add Payment Method! is sent as add_payment_method: the spaces become underscores and the ! is removed.

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If nothing valid remains after normalization, or if the result matches a standard OpenAI event name (for example, lead_created), mParticle doesn’t forward the event and reports it as unable to forward.

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\n \n \n \n \n \n \n \n Custom attributes

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When the Send Custom Event Attributes connection setting is enabled (the default), mParticle sends all of the custom attributes on events mapped to Custom (data.type of custom) to OpenAI. Each attribute is added to the event’s data object as a key-value pair, using the attribute name as the key. Custom attributes aren’t sent for any other OpenAI event type.

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mParticle skips two kinds of attributes:

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To send standard event data only, disable the Send Custom Event Attributes connection setting. To exclude specific attributes while sending the rest, use platform filters or feed filters.

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\n \n \n \n \n \n \n \n Event data mapping

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\n \n \n \n \n \n \n \n Event fields

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OpenAI fieldmParticle sourceNotes
idOpenAI.EventId custom flag, then the source message ID, then the mParticle event IDSee Deduplication.
typeNative mapping or custom mappingSee Supported event types.
timestamp_msEvent timestampSee Data processing notes for the accepted time window.
custom_event_nameCustom Event Name mapping parameter, or the mParticle event namecustom events only. See Custom event names.
action_sourceAction Source connection settingAlways mobile_app for app_installed and app_opened.
source_urlSee Source URL
opprefOpenAI.Oppref custom flag, then the OpenAI Attribution ID mapping parameter
opt_outUser Data Consent Mapping connection settingSee Consent.
userUser identities, user attributes, and device infoSee Supported identities.
dataEvent dataSee Commerce data and Custom attributes.
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\n \n \n \n \n \n \n \n Commerce data

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For native commerce event mappings, mParticle sends the following fields in the data object:

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OpenAI fieldmParticle sourceNotes
data.amountProduct action total amountIf the total amount is missing or zero, mParticle uses the sum of each product’s price × quantity. Sent as an integer in the currency’s minor unit.
data.currencyCurrency codeSent only when data.amount is sent.
data.contents[].idProduct ID (SKU)
data.contents[].nameProduct name
data.contents[].content_typeproductAlways set to product.
data.contents[].quantityProduct quantityRounded to a whole number. Not sent if zero or less.
data.contents[].amountProduct priceUnit price as an integer in the currency’s minor unit.
data.contents[].currencyCurrency codeSent only when data.contents[].amount is sent.
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OpenAI requires monetary values as integers in the currency’s minor unit. mParticle converts decimal amounts using the ISO 4217 minor unit for the currency, rounding half away from zero. For example:

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If the currency code is missing or isn’t a valid ISO 4217 currency, mParticle doesn’t send amount or currency but still forwards the event and its products.

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\n \n \n \n \n \n \n \n Custom flags

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Custom flags let you set OpenAI-specific values on individual events. A custom flag takes precedence over the matching custom mapping parameter.

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Custom flagOpenAI fieldRequiredDescription
OpenAI.SourceUrlsource_urlConditionalThe page URL where the conversion occurred. Must be an absolute http or https URL. Required for events with an action source of web, unless you provide the URL with the Source URL custom mapping parameter instead. Without a source URL, mParticle doesn’t forward web events. See Source URL.
OpenAI.OpprefopprefNoThe OpenAI attribution identifier, forwarded without modification.
OpenAI.Obrefuser.obrefNoThe browser reference that the OpenAI pixel stores in the __obref cookie. Set this flag to the cookie’s value. mParticle forwards it as-is, so don’t hash it. Only set this flag for users who have given consent.
OpenAI.EventIdidNoOverrides the event ID that OpenAI uses for deduplication. If you don’t set it, mParticle uses the event’s own ID. See Deduplication.
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\n \n \n \n \n \n \n \n Source URL

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OpenAI requires source_url for every event with an action source of web. mParticle uses the first valid absolute http or https URL from:

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  1. The OpenAI.SourceUrl custom flag.
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  2. The Source URL custom mapping parameter.
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  3. The page URL on the event, if one is set.
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If the action source is web and none of these provide a valid URL, mParticle doesn’t forward the event and reports it as unable to forward.

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\n \n \n \n \n \n \n \n Consent

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Use the User Data Consent Mapping connection setting to select one mParticle consent purpose that controls OpenAI’s opt_out flag on each event. For more information on consent in mParticle, see Data Privacy Controls.

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Consent state for the mapped purposeopt_out value
GDPR purpose not consentedtrue
CCPA data sale opt-out consented (the user opted out)true
GDPR purpose consented, or CCPA data sale opt-out not consentedfalse
No consent state for the purpose, or no purpose mappedNot sent
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Setting opt_out to true opts the event out of future user-level personalization in OpenAI. OpenAI doesn’t currently use Conversions API data for user-level personalization.

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\n \n \n \n \n \n \n \n Enrich with IP Address

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When Enrich with IP Address and Forward Device Info are both enabled, mParticle fills in a missing IP address with the user’s most recently seen IP address.

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\n \n \n \n \n \n \n \n Deduplication

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OpenAI deduplicates events that share the same Pixel ID, event type, and id, and keeps the first event it receives. mParticle sets id to the first available value from:

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  1. The OpenAI.EventId custom flag.
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  2. The source message ID of the event.
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  3. The mParticle event ID.
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The same ID is reused when mParticle retries a request. If you also send the same conversions from the OpenAI pixel, set OpenAI.EventId to the pixel event’s event_id, and send both events to the same Pixel ID with the same event type. For custom events, also use the same custom event name on both sides.

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\n \n \n \n \n \n \n \n Data processing notes

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\n \n \n \n \n \n \n \n Configuration settings

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Setting NameData TypeRequiredDefault ValueDescription
Pixel IDstringYesThe Pixel ID from the conversions tab of OpenAI Ads Manager. Sent as the pid query parameter on every request.
Conversion KeystringYesThe conversion key you generate from the key icon in the top-right corner of OpenAI Ads Manager. Sent as a bearer token on every request. This value is stored encrypted.
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\n \n \n \n \n \n \n \n Connection settings

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Setting NameData TypeRequiredDefault ValuePlatformDescription
Action SourceenumYesWebAllWhere conversions on this connection occur. One of Web, Mobile App, Offline, Physical Store, Phone Call, Email, or Other. If you select Web, every event must include a source URL. app_installed and app_opened events always use Mobile App.
Forward Location AttributesbooleanNoFalseAllIf enabled, mParticle forwards the $Country, $City, and $Zip user attributes for conversion matching. First name, last name, and phone number are sent regardless of this setting.
Forward Device InfobooleanNoFalseAllIf enabled, mParticle forwards the IP address and user agent for conversion matching. Must be enabled to use Enrich with IP Address.
Enrich with IP AddressbooleanNoFalseAllIf enabled, mParticle fills in a missing IP address with the user’s most recently seen IP address. Requires Forward Device Info. See Enrich with IP Address.
Validate OnlybooleanNoFalseAllIf enabled, OpenAI validates events without saving them. Enable only during setup and testing.
External Identity TypeenumNoCustomer IDAllThe mParticle identity to send to OpenAI as the external ID (external_ids_sha256). One of None, Customer ID, MPID, or Other through Other 10. Select None to send no external ID. Events are still forwarded when the selected identity is missing.
User Data Consent MappingCustom mappingNoAllThe mParticle consent purpose used to set the event-level opt_out flag. Only one purpose can be selected.
Send Custom Event AttributesbooleanNoTrueAllSends all custom event attributes to OpenAI as custom fields. Disable to send standard event data only. Use platform or feed filters to exclude specific attributes.
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