OpenAI Conversions API for WooCommerce

In the browser, the Measurement Pixel sends product views, add to cart, checkout starts and the purchase. When WooCommerce confirms a paid order, the purchase is also sent from your server through the OpenAI Conversions API, with the same event ID, so OpenAI can count it once.

The Measurement Pixel runs in the shopper's browser. That is the only place that can see product views and cart activity, but it also means an event is lost whenever the page or script does not run to completion:

• Content blockers or privacy tools stop the pixel script from loading.
• The customer closes the tab after paying, before the order-received page loads.
• A payment is confirmed later — bank transfer, some redirect gateways — when the customer is no longer on the site.
• A slow or failed page load drops the request.

In each case WooCommerce still records the order. A server-side purchase event starts from that order, so none of these stop it from being sent.

Your server makes an authenticated HTTPS request to OpenAI with one or more events. The request is addressed by your Pixel ID and authorised with a Conversions API key, both provisioned in the conversions tab of Ads Manager (OpenAI Conversions API documentation).

Send it when WooCommerce moves the order to a paid status — not when the order-received page renders. Tying the event to the order status rather than a page view means:

• It fires once per order, however many times the thank-you page is reloaded.
• Delayed payment methods send the purchase when the payment is actually confirmed.
• Unpaid, failed or abandoned orders are not reported as purchases.

1. Checkout completed

   Order created in WooCommerce

2. Payment confirmed

   Order reaches a paid status

3. Purchase sent

   order_created from your server

4. Outcome recorded

   Accepted, retried or failed

If a purchase is sent from the browser and from the server, OpenAI needs a way to know it is one purchase. OpenAI documents that for deduplication, OpenAI uses your Pixel ID, event_name, and id, and that it uses the first event it receives for a matching key and ignores later duplicates.

So the event ID has to be identical on both paths. The reliable way to do that on WooCommerce is to derive it from the order, which both the order-received page and the server know, rather than generating a random ID in the browser that the server never sees. The Pixel vs Conversions API guide covers how the two paths fit together.

OpenAI rejects events outside a time window: The timestamp must be within the last 7 days and no more than 10 minutes in the future. Two consequences for a store:

• Send the original purchase time, not the time of the attempt — otherwise a retried event claims the purchase happened later than it did.
• Fix failed deliveries promptly. An order whose purchase time is more than 7 days old can no longer be sent.

The API also accepts batches of up to 1,000 events, and if one event in the batch fails, the full batch fails — one malformed order can block others if an implementation batches carelessly.

OpenAI's documentation tells you to reuse the same ID when retrying or sending the same conversion through another integration. It does not publish a retry schedule, so the policy is up to the implementation. A sensible one separates:

Whatever the policy, a failure has to be visible somewhere. Without a per-order record, a broken integration looks exactly like a quiet week of sales.

Server-side delivery is not a way around consent. The Pixel itself does not send measurement pings when consent is false (Measurement Pixel documentation), and a server-side purchase should respect the consent state recorded for that order. On WordPress, the WordPress Consent API is the common way for a consent banner to share that state with other plugins.

Pixel for ChatGPT Ads is a WooCommerce plugin that sends only the purchase server-side. Here is what it does at each point above:

Enlarge screenshot

Close

Product views, add to cart and checkout starts stay browser events. The ChatGPT Pixel for WooCommerce overview lists every event and where it is sent from.