Data reference

Introduction

Instacart Ads is Instacart’s advertising platform, with Sponsored Product, Display (including Shoppable Display), and Video ads. The connector reports on these ads through the official Instacart Ads API. One data source covers one ad account. To report on several ad accounts, connect each one as its own data source. To connect this data source, see How to connect Instacart Ads to Adriel.

Data refresh strategy

A new connection backfills up to 2 years of data. After that, data refreshes daily. Instacart uses a 14-day attribution window and updates metrics within 24 hours (Instacart Ads Manager docs), so the last few days can still change.

Architecture levels

Campaign → Ad group → Keyword / Product (UPC)

Sponsored Product keywords cover search placements only, so keyword totals can be lower than campaign totals.
Display and Video at the product level report sales and units only. Spend, impressions, and clicks are not available at that level.

Dates and time zone

Dates follow Pacific Time, the same as Instacart Ads Manager (Instacart Ads Manager docs).

Date range limits

Breakdown	Max range
Daily	93 days
Weekly	1 year
Monthly	2 years

Metrics

Delivery

These common metrics are shared with other ad data sources:

Ad Spend
Impressions
Link Clicks
Clicks (All)
2s Video Plays (Video)

Calculated by Adriel

Adriel calculates CTR, CPC, and CPM from the delivery metrics.

Cross-channel revenue

Instacart Ads: Attributed Sales (linear) feeds the common Revenue and ROAS metrics, the same approach as Criteo Retail Media and Amazon. Units, last-touch, halo, and new-to-brand metrics stay Instacart-specific.

Instacart Ads-specific

These metrics exist only for Instacart Ads. Each name starts with Instacart Ads:, and most come in a linear and a last-touch version. See Instacart’s linear attribution reporting page for how the two models assign credit.

Metric	Notes
Instacart Ads: Ad Spend	Shown alongside the common Ad Spend
Instacart Ads: Attributed Sales (linear)
Instacart Ads: Attributed Sales (last touch)
Instacart Ads: Units (linear)
Instacart Ads: Units (last touch)
Instacart Ads: Halo Sales (linear)	Display / Video
Instacart Ads: Halo Sales (last touch)	Display / Video
Instacart Ads: New-to-Brand Sales (linear)	Sponsored Product only
Instacart Ads: New-to-Brand Sales (last touch)	Sponsored Product only
Instacart Ads: New-to-Brand Halo Sales (linear)	Sponsored Product only
Instacart Ads: New-to-Brand Halo Sales (last touch)	Sponsored Product only
Instacart Ads: New-to-Brand Ad Spend	Sponsored Product only
Instacart Ads: New-to-Brand Sales Rate (linear) (%)	Sponsored Product only
Instacart Ads: New-to-Brand Sales Rate (last touch) (%)	Sponsored Product only
Instacart Ads: New-to-Brand Halo Sales Rate (linear) (%)	Sponsored Product only
Instacart Ads: New-to-Brand Halo Sales Rate (last touch) (%)	Sponsored Product only

Calculated per Units attribution

Adriel calculates CVR, CPA, ROAS, and Conversion Value for each Units attribution, for example Instacart Ads: Units (linear): ROAS.

Metric
Instacart Ads: Units (linear): CVR
Instacart Ads: Units (linear): CPA
Instacart Ads: Units (linear): ROAS
Instacart Ads: Units (linear): Conversion Value
Instacart Ads: Units (last touch): CVR
Instacart Ads: Units (last touch): CPA
Instacart Ads: Units (last touch): ROAS
Instacart Ads: Units (last touch): Conversion Value

Breakdowns

API Key in code style like campaign.id is the literal Instacart Ads API field. Adriel-side marks a breakdown that Adriel derives rather than reading from a single API field.

Campaign Structure

Breakdown	Description	API Key
Ad	Group results by product (UPC).	`product.id`
Ad Account	Group results by ad account.	Adriel-side
Ad Name	Groups results by product name.	Adriel-side
Ad Set	Group results by ad group.	`ad_group.id`
Ad Set Name	Groups results by ad group name.	Adriel-side
Campaign	Group results by campaign.	`campaign.id`
Campaign Name	Groups results by campaign name.	Adriel-side
Channel	Group results by marketing channel.	Adriel-side
Keyword Match Type	Group results by keyword match type.	Adriel-side
Keyword Name	Group results by keyword.	`keyword.id`
Keyword Text	Text of the keyword.	`keyword.keyword`
Platform	Groups results by advertising platform.	Adriel-side
Status (Toggle)	Groups results by the current delivery status of the campaign, ad group, or product.	Adriel-side

In Adriel’s breakdown names, the ad group level appears as Ad Set and the product (UPC) level as Ad.

Creatives

Breakdown	Description	API Key
Ad Copy	Groups results by words extracted from the ad creative.	Adriel-side
Color Clustering	Groups results by the dominant color cluster detected in the creative.	Adriel-side
Emoji Analysis	Groups results by emojis detected in the creative content.	Adriel-side

Date

Breakdown	Description	API Key
Auto Time Breakdown	Use the connector default time grouping for the selected report.	Adriel-side
Daily Breakdown	Group results by day.	Adriel-side
Monthly Breakdown	Group results by month, aggregated from daily reporting.	Adriel-side
Quarterly Breakdown	Groups results by calendar quarter.	Adriel-side
Week Date Breakdown	Groups results by the date representing each reporting week.	Adriel-side
Week Number Breakdown (W#)	Groups results by week number in the year.	Adriel-side
Weekly Breakdown (Start: Mon)	Group results by week, aggregated from daily reporting.	Adriel-side
Weekly Breakdown (Start: Sun)	Groups results into weeks running from Sunday through Saturday.	Adriel-side
Yearly Breakdown	Groups results by calendar year.	Adriel-side

Others

Breakdown	Description	API Key
No Grouping	Return totals without applying a report breakdown.	Adriel-side

Instacart Ads-specific

This breakdown exists only for Instacart Ads and isn’t part of any cross-connector category.

Breakdown	Description	API Key
Campaign Type	Group results by campaign type.	`campaign.goal_format`

Limitations

One ad account per data source. Connecting another ad account takes its own OAuth application and data source.
Keyword totals can be lower than campaign totals. Sponsored Product keywords cover search placements only.
No spend, impressions, or clicks for Display and Video at the product level. Only sales and units are reported there.
Recent days can change. Instacart’s 14-day attribution window means the last few days can still update.

Introduction

Data refresh strategy

Architecture levels

Dates and time zone

Date range limits

Metrics

Delivery

Calculated by Adriel

Cross-channel revenue

Instacart Ads-specific

Calculated per Units attribution

Breakdowns

Campaign Structure

Creatives

Date

Others

Instacart Ads-specific

Limitations

API references (Instacart)

See also

​Introduction

​Data refresh strategy

​Architecture levels

​Dates and time zone

​Date range limits

​Metrics

​Delivery

​Calculated by Adriel

​Cross-channel revenue

​Instacart Ads-specific

​Calculated per Units attribution

​Breakdowns

​Campaign Structure

​Creatives

​Date

​Others

​Instacart Ads-specific

​Limitations

​API references (Instacart)

​See also

Introduction

Data refresh strategy

Architecture levels

Dates and time zone

Date range limits

Metrics

Delivery

Calculated by Adriel

Cross-channel revenue

Instacart Ads-specific

Calculated per Units attribution

Breakdowns

Campaign Structure

Creatives

Date

Others

Instacart Ads-specific

Limitations

API references (Instacart)

See also