You built a custom GPT or ChatGPT plugin. It's live in the GPT Store. Now you want to know: how many people are using it? What are they asking? Is it driving brand awareness?
The honest answer: you can see some of this, but much less than you'd expect.
What OpenAI's developer dashboard shows
OpenAI's developer dashboard and GPT Store analytics are relatively basic compared to what you'd expect from a platform with hundreds of millions of users. As a GPT builder, you get:
Conversation metrics. Total conversations started with your GPT, broken down by new and returning users. This tells you adoption volume but not conversation quality.
User ratings. Average rating and review count. Useful for social proof but not for understanding how your GPT is being used.
Basic usage trends. Daily and weekly usage patterns. Helpful for spotting growth or decline.
What you don't get:
- What users actually ask your GPT
- How ChatGPT describes your brand in regular conversations
- Whether ChatGPT recommends your product when users ask for alternatives
- Click-through or conversion data
- Competitive comparison (how your GPT ranks against similar ones)
The visibility gap
There's a fundamental distinction between your custom GPT's analytics and your brand's ChatGPT visibility.
GPT Store analytics tell you about your plugin's engagement. How many people use your GPT? Are they coming back?
ChatGPT brand visibility tells you whether ChatGPT recommends your brand when someone asks "best [your category]" or "recommend a tool for [your use case]" in a regular conversation. This is completely separate from your GPT Store presence.
A custom GPT with 10,000 monthly users is great for engagement. But if ChatGPT doesn't recommend your brand when users ask about your category in regular chat, you're missing the larger visibility opportunity.
How to track your ChatGPT brand visibility
Since OpenAI doesn't provide brand visibility data, external monitoring is the only option.
Manual approach. Open ChatGPT, ask the questions your customers would ask, and note whether your brand appears. This works for a quick snapshot but doesn't scale.
Automated monitoring. Tools like Mentionable send relevant prompts to ChatGPT (and four other AI platforms) at regular intervals and track your visibility over time. You get trend data, competitor intelligence, and alerts when your visibility changes.
UTM tracking. If your custom GPT links to your website, add UTM parameters to those links. This lets you track how many GPT users actually visit your site, even though OpenAI's analytics don't provide this directly.
Should you build a custom GPT for visibility?
Building a custom GPT can make sense for engagement, but don't expect it to boost your brand visibility in regular ChatGPT conversations. The two systems are separate.
Build a GPT if your product has a natural interactive use case: a ROI calculator, a product configurator, a diagnostic tool, a guided advisor. These create genuine value for users and indirectly build brand awareness.
Don't build a GPT solely for "visibility." ChatGPT's regular conversation recommendations are driven by training data and web authority, not by whether you have a plugin in the store.
For comprehensive ChatGPT visibility, focus on building the authority signals that influence ChatGPT's recommendations: strong web content, third-party mentions, and a clear brand identity across the web. Then track whether it's working with external monitoring tools.
