> ## Documentation Index > Fetch the complete documentation index at: https://docs.adriel.com/llms.txt > Use this file to discover all available pages before exploring further. # Data reference > Metrics, breakdowns, attribution, refresh cadence, and limits for the Instacart Ads data source in Adriel. ## 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](https://docs.adriel.com/data-sources/g-n/instacart-ads/how-to-connect.md). ## 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](https://docs.instacart.com/ads_manager/sponsored_products/measuring_sponsored_product_performance)), 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](https://docs.instacart.com/ads_manager/sponsored_products/measuring_sponsored_product_performance)). ## 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 > [!NOTE] > > 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](https://docs.instacart.com/ads_manager/data_and_analytics/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 > [!NOTE] > > **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 > [!NOTE] > > 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. ## API references (Instacart) * [Instacart Ads APIs for advertisers](https://api.ads.instacart.com/docs/landing) * [Measuring sponsored product performance (Instacart Ads Manager docs)](https://docs.instacart.com/ads_manager/sponsored_products/measuring_sponsored_product_performance) * [Linear attribution reporting (Instacart Ads Manager docs)](https://docs.instacart.com/ads_manager/data_and_analytics/linear_attribution_reporting) * [Managing your account (Instacart Ads Manager docs)](https://docs.instacart.com/ads_manager/managing_your_account) ## See also * [How to connect Instacart Ads to Adriel](https://docs.adriel.com/data-sources/g-n/instacart-ads/how-to-connect.md) (paired how-to) * [Instacart Ads FAQs](https://docs.adriel.com/data-sources/g-n/instacart-ads/faqs.md) — expected behaviors and common questions * [Instacart Ads release notes](https://docs.adriel.com/data-sources/g-n/instacart-ads/release-notes.md) — metric and behavior changes * [Criteo Retail Media data reference](https://docs.adriel.com/data-sources/a-f/criteo-retail-media/data-reference.md) — another retail media data source This documentation is built and hosted on [Mintlify](https://mintlify.com), a developer documentation platform.