Guide
ChatGPT Business Hub Insights: what the numbers mean
Once your business is verified in ChatGPT Business Hub, Insights shows how often ChatGPT surfaces you. It is useful, but narrow: ChatGPT only, themes instead of prompts, and blank until you pass a reporting threshold. Here is how to read it and what to pair it with.
Visibility · AttractKey takeaways
- Insights reports three things for the past 28 days: mentions, website clicks and discovery topics.
- A mention means different things by business type. Online: ChatGPT referenced your website. Local: ChatGPT showed a result for that location, even if it was not opened.
- Data appears only when there are enough conversations to meet reporting thresholds. A blank metric is not necessarily a zero.
- Insights does not show individual prompts, conversations, other AI engines or competitors.
- Pair Insights with your own analytics, checking referral traffic from chatgpt.com, to see what the clicks did on your site.
- For multi-location brands, track each location across ChatGPT and the other engines, since Insights covers one profile on one engine.
What is ChatGPT Business Hub Insights?
Insights is the reporting area inside ChatGPT Business Hub, the place where businesses claim and manage their profile in ChatGPT. OpenAI announced Businesses in ChatGPT, including Business Hub, as a beta on November 10, 2026 (OpenAI's announcement). For the whole program, see our guide to businesses in ChatGPT.
You cannot view Insights until you complete identity verification with Persona (OpenAI's help article). If you have not done that yet, start with how to claim your business in ChatGPT.
Insights is part of a beta, and metric names, definitions and thresholds may change. Details here were checked on November 11, 2026. Check OpenAI's help article for the current version.
What each Insights metric means
Insights reports mentions, website clicks and discovery topics for the past 28 days (OpenAI's help article). The figures are aggregated across conversations (OpenAI's announcement).
| Metric | What it counts | Watch out for |
|---|---|---|
| Mentions | Times ChatGPT surfaced your business. The definition depends on whether you are online or local (see below) | For online businesses, your brand name alone does not count |
| Website clicks | Clicks on links to your website in ChatGPT | A click is not a visit or a conversion. Check those in your analytics |
| Discovery topics | Common themes in answers that mentioned or cited you | Themes, not individual prompts, and they do not directly measure intent |
Definitions per [OpenAI's help article](https://help.openai.com/en/articles/20001635-setting-up-your-business-on-chatgpt). Publishing a [Business Agent](/guides/chatgpt-business-agents/) is a separate step from claiming.
Mentions: local vs online
This is the definition most likely to confuse teams that run both a website and stores (OpenAI's help article):
- Online business: a mention means ChatGPT referenced your website. Your brand name alone does not count.
- Local business: a mention means ChatGPT showed a result for that location, even if nobody opened it.
So a local mention can happen with zero clicks, and an online brand can be named in an answer without it counting. Read the two numbers side by side, and do not compare mention counts between a local profile and an online one.
Thresholds, the 28-day window and blank charts
Insights only appear when there are enough conversations to meet reporting thresholds (OpenAI's announcement). A blank metric can mean the threshold has not been reached, data is still being collected, or the metric is unavailable, so it is not necessarily zero (OpenAI's help article). The threshold itself has not been published.
- Has Persona approved your identity check?NoInsights stays locked. Open your profile in the Business tab and choose "Complete verification with Persona".Yes
- Has your verified profile had time to collect data?NoData may still be collecting. Check back later and use other tracking meanwhile.Yes
- Does the metric show a number rather than a blank?NoYou may be below the reporting threshold, or the metric may be unavailable. That is not the same as zero. Use other tracking meanwhile.YesRead the metrics with the definitions above.
What Insights does not show
Insights covers ChatGPT only, and it works at the level of themes. OpenAI says: "We don't share users' conversations or Business Agent chats with businesses." (OpenAI's announcement)
| You might want | In Insights? | Where to get it instead |
|---|---|---|
| The exact prompts people typed | No. Discovery topics are themes | Track a set of real customer questions yourself |
| Conversations or agent chats | No | Not shared by OpenAI |
| Gemini, Perplexity, Claude, Copilot or Google AI Overviews | No. ChatGPT only | An AI visibility tool that covers several engines |
| Which competitors were named instead | No | Run the same questions and record who is named |
| Visits and conversions | No. Clicks are clicks only | Your web analytics, checking referral traffic from chatgpt.com |
| A ranking or position | No | ChatGPT makes independent recommendations, per OpenAI |
What Insights covers per [OpenAI's help article](https://help.openai.com/en/articles/20001635-setting-up-your-business-on-chatgpt), checked November 11, 2026.
Claiming also does not change how ChatGPT ranks you. OpenAI says "Claiming does not guarantee higher placement or sales." (OpenAI's Businesses in ChatGPT page) More in does claiming improve recommendations.
How to combine Insights with your web analytics
Insights tells you ChatGPT sent a click. Your analytics tells you what that visitor did next, so check referral traffic from chatgpt.com in your analytics.
- Filter ChatGPT traffic
In your analytics, create a segment or filter for referral traffic from chatgpt.com.
- Match the window
Set the same 28 days that Insights covers so the two are comparable.
- Compare clicks to sessions
Expect differences: Insights counts clicks, analytics counts sessions that loaded your tracking.
- Look at landing pages
See which pages ChatGPT visitors land on, and check they answer the discovery topics Insights lists.
- Track outcomes
Report sign-ups, orders, calls or bookings from that segment. Insights does not report conversions.
- 01MentionInsights
- 02ClickInsights
- 03SessionAnalytics, chatgpt.com referrals
- 04ConversionAnalytics or CRM
For the wider set of numbers worth tracking in AI search, see AI search visibility metrics.
Tracking every location across AI engines
Insights works profile by profile. OpenAI's help article says: "Each distinct brand is managed separately. Central management across a parent company's brands and locations isn't currently available. Claiming the main brand doesn't claim its locations." (OpenAI's help article) Local stores and restaurants can currently claim only an existing US listing. For a brand with many locations, that leaves gaps: locations you have not claimed, locations below the threshold, and every engine other than ChatGPT.
OpenAI also notes that ChatGPT may use other sources when answering questions about your business (OpenAI's help article). Keeping your listings accurate everywhere matters even where Insights is blank. See ChatGPT Business Hub for multi-location brands and ChatGPT Business Hub vs Google Business Profile.
Mistakes to avoid
- Reading a blank chart as zero
Instead: Label it "below threshold" and use other tracking until data appears.
- Comparing local and online mention counts
Instead: They are defined differently. Compare like with like.
- Treating discovery topics as prompts
Instead: They are themes. Write your own list of real customer questions to test.
- Reporting clicks as visits
Instead: A click does not confirm a visit or a conversion. Use analytics for those.
- Using Insights as your only AI visibility report
Instead: It covers ChatGPT only, and no competitors. Track the other engines too.
See every location on every AI engineVisibility by Locus Intelligence tracks whether ChatGPT, Gemini, Perplexity, Claude, Google AI Overviews and Copilot name each of your locations for real customer questions, shows who is named instead, and tells you what to fix.
AI visibility checkerFree, no account. You get whether ChatGPT, Gemini, Perplexity and Claude name you, how they describe you, and who they pick instead.
Your next steps
Today
- Open Insights and note which metrics show data and which are blank.
- Set up a segment for referral traffic from chatgpt.com in your analytics.
This week
- Compare 28 days of Insights clicks with ChatGPT sessions in analytics.
- List your discovery topics and check that a page on your site answers each one.
- Run the free AI visibility checker to see how other engines describe you.
This month
- Build a short monthly report: mentions, clicks, sessions and conversions from ChatGPT.
- Claim any remaining eligible profiles, following how to claim your business in ChatGPT.
- Track each location across ChatGPT and the other engines with Visibility.
Frequently asked questions
What does ChatGPT Business Hub Insights show?
Aggregated mentions, website clicks and discovery topics for the past 28 days.
What counts as a mention in Insights?
For an online business, ChatGPT referenced your website; the brand name alone does not count. For a local business, ChatGPT showed a result for that location, even if it was not opened.
Why is an Insights metric blank?
Insights only appear when there are enough conversations to meet reporting thresholds. A blank metric can also mean data is still being collected or the metric is unavailable. It does not necessarily mean zero.
What time period does Insights cover?
The past 28 days.
Can I see the prompts people used to find me?
No. Discovery topics are themes, not individual prompts, and OpenAI says it does not share users' conversations or Business Agent chats with businesses.
Does Insights show competitors or other AI engines?
No. It covers your profile in ChatGPT only. To see who is named instead of you, or how Gemini, Perplexity and others answer, you need separate tracking.
Do Insights clicks equal website visits?
No. A click shows someone followed a link to your site, not that the visit loaded or converted. Check visits in your analytics by looking at referral traffic from chatgpt.com.
When can I see Insights?
After you complete identity verification with Persona. See how to claim your business in ChatGPT.
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