OpenAI Ads — US Non-Brand launch setup (Lumosity)

New prospecting channel. Setup spec + copy, grounded in this account's non-brand learnings (target the
adult memory + cognitive-training intent that actually subscribes; steer away from free / IQ-test /
puzzle / kids intent that piles up signups but never subs). Account brand = Lumos Labs Inc.

⚠️ How OpenAI Ads differ (read first)

• Targeting = "context hints" (conversation topics/keywords that "guide matching but aren't exact-match"),
  NOT keyword match. So we organize by intent theme and aim the hints at sub-intent conversations.
• Manual CPC per ad group. The $4.00 default is high vs our other channels (~$0.70 Display, ~$2–3
  Search) — start lower (see bids). "Strong delivery" at $4 just means you win auctions, not that it's efficient.
• Objective = Clicks → the platform optimizes to clicks, not subs. Same rule as everywhere in this
  account: judge on cost per L2 sub + cash ROAS on our side, never on clicks/CTR.
• Copy limits: Headline ≤50 chars, Description ≤100 chars. Image: square PNG/JPG ≥256×256.

Campaign

Structure: one campaign, 3 ad groups to start (#4 optional). One campaign keeps a shared daily budget;
if you want hard per-theme budget control, split ad groups into separate campaigns instead.

Bid rationale: at ~$2 CPC and a realistic ~3–4% click→sub, that's ~$50–65/sub if it converts like our
best Search; conversational clicks may convert worse, so start conservative and raise only if delivery is thin.

Ad group 1 — Memory (adults) ⭐ best intent, bid highest

Our top-subbing theme (cognitive training $42/sub, brain training for memory $65, memory games for adults).

• Max CPC: $2.50
• Destination URL: https://lumosity.com/ (+ UTM below)
• Context hints: improving memory; memory exercises for adults; how to remember things better; memory training; brain training for memory; staying mentally sharp with age; keeping your mind sharp
• Ads:

Ad group 2 — Brain training / daily mental fitness

The habit/fitness framing — brain training, brain exercises, cognitive training.

• Max CPC: $2.25
• Context hints: brain training; brain exercises; daily brain workout; mental fitness; cognitive training; keeping my brain active; how to train my brain
• Ads:

Ad group 3 — Brain games for adults (secondary, bid lower)

Games intent subs less than memory/training — keep it but bid down.

• Max CPC: $1.75
• Context hints: brain games for adults; mentally challenging games; games to keep your brain active; adult brain games; fun games for the mind
• Ads:

Ad group 4 — Focus & mental speed (optional test)

• Max CPC: $2.00
• Context hints: improving focus; concentration; attention span; thinking faster; mental processing speed
• Ads:

Two guardrails (do not skip)

1. ⚠️ No health-outcome claims. Do NOT say it prevents/reverses dementia, Alzheimer's, or age-related
   cognitive decline — Lumosity settled with the FTC (2016, $2M) over exactly those claims. All copy above
   is fitness-framed ("sharpen," "train," "keep sharp") — the safe lane. Keep the same discipline on the LP.
2. No "free" / "test" / "quiz" language in hints or copy. Those are the exact intents that generate
   signups but ~0 subs across this account (US non-brand + INTL ES/FR test terms). Sell training & progress
   for adults.

Measurement (since it optimizes to clicks)

• UTM the destination URL so it compares cleanly next to Search/Display/PMax, e.g.:
  https://lumosity.com/?utm_source=openai&utm_medium=cpc&utm_campaign=us_nonbrand&utm_content=ag1_memory
• Judge each ad group on cost per L2 sub + cash ROAS (our side), NOT clicks/CTR.
• Kill-switch: if an ad group pattern-matches the Display/INTL failure mode — cheap clicks, lots of
  signups, ~0 subs — pause it. Expect ~2–3 weeks before cost/sub is readable (sub lag).
• Benchmarks to beat: PMax ~$116/sub, best non-brand Search $60–150, brand ~$5 (brand not comparable —
  this is prospecting). If OpenAI Ads can't get under ~$150/sub after tuning, it's not worth scaling.

Conversion tracking — OpenAI Pixel via GTM (full implementation)

Pixel = oaiq. Pixel ID: Hsqd7Y8jn6AStNjXPE92Ms. Deploy via GTM Custom HTML (no native OpenAI
template exists yet — checked the Community Template Gallery). We mirror the account's existing per-channel
pattern (Bing/Meta): reuse the existing dataLayer events, create new OpenAI triggers, gate on a
DPS - OpenAI consent signal.

🔑 Track TWO events — judge on the paid sub, not the signup. OpenAI's sample event is
registration_completed with amount:0 (a signup). If that's all we track, we'd judge this channel on
signups = the cheap-signup trap that killed INTL/Display. So we fire Registration (secondary) and
the paid Subscription with the real cash amount (the KPI: cost/sub, cash ROAS — same definition as
Subscription - L2 Purchase).

Step 0 — What already exists (reuse it, don't rebuild)

• GTM container + CMP (Usercentrics) with per-vendor consent signals: DPS - Microsoft Ads, DPS - Meta,
  DPS - Datadog (DPS = the data-processing/consent flag).
• DataLayer events already fire for registration and purchase (that's what Bing Registration Event
  and Bing Purchase (Purchase equals true) triggers listen to). We reuse those same dataLayer events —
  do NOT add new pushes.
• Purchase value/currency variables already exist (used by the Bing/Meta purchase tags). Reuse the SAME
  variables so every channel reports an identical amount.

Step 1 — Add OpenAI as a consent vendor + create DPS - OpenAI

1. In Usercentrics (CMP): add OpenAI Ads as a vendor/processing purpose (Marketing/Advertising
   category), so users can consent to it like Meta/Microsoft.
2. In GTM → Variables → User-Defined Variables: open an existing DPS - Meta (or DPS - Microsoft Ads)
   variable, note how it reads consent, then create DPS - OpenAI the same way, pointing at OpenAI's
   consent state. It must resolve to true when marketing consent for OpenAI is granted.

Step 2 — Create the Data Layer Variables (if not already present)

GTM → Variables → New → Data Layer Variable:

• DLV - purchase_value → Data Layer Variable Name = the key your purchase event pushes for value (reuse
  the same key the Bing/Meta purchase tags read, e.g. value or ecommerce.value).
• DLV - currency → the currency key (e.g. currency), default value USD.
• DLV - transaction_id → the order/subscription ID key (for de-duplication).

Step 3 — Tag 1: OpenAI Pixel – Base (Custom HTML)

• Tag type: Custom HTML. Paste the base setup script from the OpenAI "Set up your data source" screen:

  <script>!function(w,d,s,u){/* OpenAI oaiq base setup code from the pixel screen */}(window,document,'script','...');
  oaiq('init','Hsqd7Y8jn6AStNjXPE92Ms');</script>

  (Ensure the Pixel ID Hsqd7Y8jn6AStNjXPE92Ms is in the init — add the oaiq('init',...) line if the
  copied snippet doesn't already include it.)
• Trigger: All Pages (reuse existing). (Optional stricter privacy: also add a trigger exception, or
  fire on Consent Initialization - All Pages, if you want the base gated by consent too.)
• Advanced → Tag firing options: Once per page.

Step 4 — Trigger + Tag 2: Registration (secondary)

Trigger — GTM → Triggers → New → Custom Event (OpenAI Registration Event):

• Open the existing Bing Registration Event trigger, copy its Event name (the dataLayer custom
  event string), and use the same value here.
• This trigger fires on some custom events → add condition: DPS - OpenAI contains true
  (mirrors how Bing gates on DPS - Microsoft Ads).

Tag — Custom HTML (OpenAI – Registration):

<script>oaiq("measure","registration_completed",{type:"customer_action",amount:0,currency:"USD"});</script>

• Trigger: OpenAI Registration Event.
• Advanced → Tag Sequencing → Fire a tag before this tag fires: OpenAI Pixel – Base (so oaiq exists).

Step 5 — Trigger + Tag 3: Subscription / Purchase ⭐ (the KPI)

Trigger — GTM → Triggers → New → Custom Event (OpenAI Purchase):

• Mirror Bing Purchase: same Custom Event, conditions Purchase equals true AND
  DPS - OpenAI contains true.

Tag — Custom HTML (OpenAI – Subscription Purchase):

<script>oaiq("measure","purchase",{
  type:"customer_action",
  amount:{{DLV - purchase_value}},
  currency:"{{DLV - currency}}",
  transaction_id:"{{DLV - transaction_id}}"
});</script>

• Trigger: OpenAI Purchase.
• Advanced → Tag Sequencing → setup tag: OpenAI Pixel – Base.
• ⚠️ Verify OpenAI's canonical purchase event name in their pixel/event reference — registration_completed
  is only their signup example. If their standard is e.g. checkout_completed / subscription_started, use that
  string (keep the real amount). The transaction_id powers de-dup.

Step 6 — DataLayer contract (what the site must already push)

No new work if Bing/Meta purchase tracking works — the same events drive OpenAI. Confirm on the
subscription-success step the site pushes (example shape):

window.dataLayer.push({
  event: 'purchase',            // same custom event Bing Purchase listens to
  Purchase: true,
  value: 12.00,                 // real first-cycle cash amount (not 0)
  currency: 'USD',
  transaction_id: 'SUB-123456'
});

And on registration/signup confirmation, the same event Bing Registration Event already uses.

Step 7 — QA in GTM Preview

1. GTM → Preview, load the site → base pixel should fire on every page, once.
2. Complete a test signup → OpenAI – Registration fires once, amount:0.
3. Complete a test subscription → OpenAI – Subscription Purchase fires once, with the real value +
   USD + transaction_id.
4. Toggle consent OFF for OpenAI → confirm the two event tags do NOT fire (DPS - OpenAI gate works).
5. Cross-check in OpenAI's pixel diagnostics that events arrive with the right value; watch for
   double-fires on thank-you-page reloads (the transaction_id should de-dup).

Step 8 — Publish

GTM → Submit → version-name it (e.g. Add OpenAI Ads pixel + reg/purchase) → Publish.

Head-placement caveat: GTM Custom HTML fires slightly after <head> load — fine for a measurement pixel.
If you need the base truly first, hardcode only the base snippet in <head> and use GTM for the two events.

Image

Square ≥256px. Test the brand mark (bouncing-ball logo) vs a clean game/brain visual — native in-chat
placements often do better with a simple, legible product image than a logo.

Created 2026-07-16. Grounded in campaigns/00_keyword-device-year.md (what subs vs not) +
../conversion-events-reference.md (judge on L2 subs). New channel — revisit after 2–3 weeks of data.