Data reference - Adriel Knowledge Base

Introduction

Kakao Message is the message-campaign variant of Kakao’s Kakao Moment platform. It covers broadcast ad campaigns delivered as KakaoTalk channel messages sent to a channel’s followers. The connector retrieves per-message-ad performance from a distinct versioned Kakao Moment Message Ad endpoint, separate from the standard Kakao Moment display-ad API, so the metrics it exposes are message-specific: sends, opens, and per-element click placements rather than the impressions and reach of display ads. As a marketing connector, metrics, breakdowns, and currencies are standardized so widgets can aggregate across sources without additional configuration. To connect this data source, see How to connect Kakao Message to Adriel.

Data refresh strategy

Architecture data

Architecture covers the ad account, KakaoTalk channels (serving as both campaigns and ad sets), and individual message ads. Architecture data refreshes at 4:00 PM UTC and 5:00 AM UTC.

Reports data

Reports include daily performance for the ad account, channels, and message ads. Real-time. Report data is fetched from Kakao Moment on demand when a dashboard loads, so the latest values are always visible. On top of that, scheduled cache refreshes keep historical data consistent across multiple time windows. Refresh schedule. Reports refresh on three overlapping schedules, each covering the ad account, campaign, ad set, and ad levels:

5:00 PM UTC daily — syncs the last 9 days
11:40 PM and 6:40 AM UTC daily — syncs the last 3 days
7:30 AM UTC on the 1st and 15th of each month — syncs the last 30 days

Architecture levels

Kakao Message maps the KakaoTalk channel hierarchy onto the canonical four-level model:

Ad account — Kakao Moment ad account, suffixed _message to keep the message-ad account distinct from the display-ad account under the same Kakao Moment account.
Campaign — KakaoTalk channel profile.
Ad set — KakaoTalk channel profile (structurally identical to the campaign level; the same channel object serves both).
Ad — Individual broadcast message ad sent to channel followers.

Attribution windows

Conversion metrics are reported across two attribution windows: 1-day and 7-day. Each conversion event produces a separate 1-day and 7-day variant. For example, purchase conversions appear as both conv_purchase_1d and conv_purchase_7d. Non-conversion metrics (sends, opens, clicks) are not windowed.

Metrics

How to read the columnsData type uses Adriel’s vocabulary — Number, Currency, Percentage, Ratio, Duration, Date, Text, URL, Array, Boolean. API Key in code style like msg_send is the literal Kakao Moment Message Ad API field; italic marks a value Adriel computes or derives on its side rather than a single API field. Currency values are reported in each ad account’s configured Kakao currency.

Kakao Moment ad accounts are denominated in Korean won (KRW), so currency values are reported in KRW.

Campaign Attributes

Metric	Description	Data type	API Key
Active Status	Whether the campaign, ad set, or ad is currently active.	Text	Adriel-side
Ad Account Name	Name of the Kakao ad account associated with the data.	Text	`name`
Ad Name	Name of the Kakao message ad.	Text	`name`
Ad Set Name	Name of the KakaoTalk channel ad set associated with the data.	Text	`name`
Ad Spend	Amount spent on Kakao Message ads during the reporting period.	Currency	`cost`
Bid Cap	Maximum bid amount configured for the campaign or ad set.	Currency	Adriel-side
Bid Strategy	Bidding strategy configured for the campaign or ad set.	Text	Adriel-side
Budget	Configured budget amount for the campaign or ad set.	Text	Adriel-side
Campaign Name	Name of the KakaoTalk channel campaign associated with the data.	Text	`name`
Creative Type	Creative format classification for the message ad.	Text	Adriel-derived
Creative URL	Creative image or media URL associated with the message ad.	Text	Adriel-side
Daily Budget	Daily budget amount configured for the campaign or ad set.	Currency	Adriel-side
Ends	Scheduled end date for the message ad.	Date	Adriel-side
Landing URL	Destination URL opened when a link in the message is tapped.	Text	Adriel-side
Lifetime Budget	Total lifetime budget configured for the campaign or ad set.	Currency	Adriel-side
Objective	Campaign objective reported for the message ad.	Text	Adriel-side
Starts	Scheduled start date for the message ad.	Date	Adriel-side
Status (Text)	A human-readable label for the current delivery status.	Text	Adriel-side
Status (Toggle)	Current delivery status of the message ad.	Text	Adriel-side
UTM Campaign	UTM campaign values associated with the message landing URLs when available.	Text	Adriel-side
UTM Content	UTM content values associated with the message landing URLs when available.	Text	Adriel-side
UTM Medium	UTM medium values associated with the message landing URLs when available.	Text	Adriel-side
UTM Source	UTM source values associated with the message landing URLs when available.	Text	Adriel-side
UTM Term	UTM term values associated with the message landing URLs when available.	Text	Adriel-side

UTM values are parsed by Adriel, not returned by Kakao. Adriel reads the UTM query parameters from each ad’s landing URL and exposes them as metrics for grouping.

Campaign Structure

Metric	Description	Data type	API Key
Ad Account ID	Identifier of the Kakao ad account associated with the data.	Text	Adriel-side
Ad ID	Identifier of the Kakao message ad.	Text	`messageAdId`
Ad Set ID	Identifier of the KakaoTalk channel ad set associated with the data.	Text	Adriel-side
Campaign ID	Identifier of the KakaoTalk channel campaign associated with the data.	Text	Adriel-side
Channel	Marketing channel classification applied for cross-connector rollup.	Text	Adriel-side

Click Performance

Message opens are mapped to impressions and link clicks are mapped to clicks, so these values populate the standard impressions and clicks columns used across connectors.

Metric	Description	Data type	API Key
Clicks (All)	Total number of clicks on message elements during the reporting period.	Number	`msg_click`
CPC	Cost per click — spend divided by clicks.	Currency	Adriel-computed
CPM	Cost per thousand impressions.	Currency	Adriel-computed
CTR	Click-through rate — clicks divided by impressions.	Percentage	Adriel-computed
Impressions	Number of message opens recorded during the reporting period.	Number	`msg_open`
Link Clicks	Total number of clicks on message elements during the reporting period.	Number	`msg_click`

Conversion Performance

Metric	Description	Data type	API Key
Result Indicator	The metric used to represent the result for the campaign’s objective.	Text	Adriel-derived
Results	Result summary reported for the campaign’s configured objective.	Text	Adriel-derived

Creative Attributes

Metric	Description	Data type	API Key
Creative Image	A reference to the ad’s creative image.	Text	Adriel-side

Kakao Message-specific

These metrics exist only for Kakao Message and aren’t part of any cross-connector category. Every group above is a standard category shared with other connectors.

Conversions are attributed from pixel and SDK events. Each event is reported in both a 1-day and a 7-day attribution window (see Attribution windows). Purchase additionally carries a conversion-value variant.

Each msg_click_* metric counts clicks on a specific element of the message layout — share, media, title, body text, list items, buttons, carousel elements, coupon, and dynamic catalog items.

Metric	Description	Data type	API Key
Ad Spend	Amount spent on Kakao Message ads during the reporting period.	Currency	Adriel-side
Add To Cart (1D)	Number of add-to-cart conversions attributed within 1 day.	Number	`conv_add_to_cart_1d`
Add To Cart (7D)	Number of add-to-cart conversions attributed within 7 days.	Number	`conv_add_to_cart_7d`
Add To Cart Rate (1D)	Rate of add-to-cart conversions attributed within 1 day.	Percentage	`conv_add_to_cart_1d_rate`
Add To Cart Rate (7D)	Rate of add-to-cart conversions attributed within 7 days.	Percentage	`conv_add_to_cart_7d_rate`
Add To Wishlist (1D)	Number of add-to-wishlist conversions attributed within 1 day.	Number	`conv_add_to_wishlist_1d`
Add To Wishlist (7D)	Number of add-to-wishlist conversions attributed within 7 days.	Number	`conv_add_to_wishlist_7d`
Add To Wishlist Rate (1D)	Rate of add-to-wishlist conversions attributed within 1 day.	Percentage	`conv_add_to_wishlist_1d_rate`
Add To Wishlist Rate (7D)	Rate of add-to-wishlist conversions attributed within 7 days.	Percentage	`conv_add_to_wishlist_7d_rate`
App Install (1D)	Number of app install conversions attributed within 1 day.	Number	`conv_app_install_1d`
App Install (7D)	Number of app install conversions attributed within 7 days.	Number	`conv_app_install_7d`
App Install Rate (1D)	Rate of app install conversions attributed within 1 day.	Percentage	`conv_app_install_1d_rate`
App Install Rate (7D)	Rate of app install conversions attributed within 7 days.	Percentage	`conv_app_install_7d_rate`
Completed Registration (1D)	Number of completed registration conversions attributed within 1 day.	Number	`conv_cmpt_reg_1d`
Completed Registration (7D)	Number of completed registration conversions attributed within 7 days.	Number	`conv_cmpt_reg_7d`
Completed Registration Rate (1D)	Rate of completed registration conversions attributed within 1 day.	Percentage	`conv_cmpt_reg_1d_rate`
Completed Registration Rate (7D)	Rate of completed registration conversions attributed within 7 days.	Percentage	`conv_cmpt_reg_7d_rate`
Cost Per Add To Cart (1D)	Average spend for each add-to-cart conversion attributed within 1 day.	Currency	`cost_per_conv_add_to_cart_1d`
Cost Per Add To Cart (7D)	Average spend for each add-to-cart conversion attributed within 7 days.	Currency	`cost_per_conv_add_to_cart_7d`
Cost Per Add To Wishlist (1D)	Average spend for each add-to-wishlist conversion attributed within 1 day.	Currency	`cost_per_conv_add_to_wishlist_1d`
Cost Per Add To Wishlist (7D)	Average spend for each add-to-wishlist conversion attributed within 7 days.	Currency	`cost_per_conv_add_to_wishlist_7d`
Cost Per App Install (1D)	Average spend for each app install conversion attributed within 1 day.	Currency	`cost_per_conv_app_install_1d`
Cost Per App Install (7D)	Average spend for each app install conversion attributed within 7 days.	Currency	`cost_per_conv_app_install_7d`
Cost Per Completed Registration (1D)	Average spend for each completed registration conversion attributed within 1 day.	Currency	`cost_per_conv_cmpt_reg_1d`
Cost Per Completed Registration (7D)	Average spend for each completed registration conversion attributed within 7 days.	Currency	`cost_per_conv_cmpt_reg_7d`
Cost Per Participation (1D)	Average spend for each participation conversion attributed within 1 day.	Currency	`cost_per_conv_participation_1d`
Cost Per Participation (7D)	Average spend for each participation conversion attributed within 7 days.	Currency	`cost_per_conv_participation_7d`
Cost Per Purchase (1D)	Average spend for each purchase conversion attributed within 1 day.	Currency	`cost_per_conv_purchase_1d`
Cost Per Purchase (7D)	Average spend for each purchase conversion attributed within 7 days.	Currency	`cost_per_conv_purchase_7d`
Cost Per Sign Up (1D)	Average spend for each sign-up conversion attributed within 1 day.	Currency	`cost_per_conv_signup_1d`
Cost Per Sign Up (7D)	Average spend for each sign-up conversion attributed within 7 days.	Currency	`cost_per_conv_signup_7d`
Cost Per View Cart (1D)	Average spend for each view-cart conversion attributed within 1 day.	Currency	`cost_per_conv_view_cart_1d`
Cost Per View Cart (7D)	Average spend for each view-cart conversion attributed within 7 days.	Currency	`cost_per_conv_view_cart_7d`
Message Button 1 Clicks	Number of clicks on the button 1 during the reporting period.	Number	`msg_click_button1`
Message Button 2 Clicks	Number of clicks on the button 2 during the reporting period.	Number	`msg_click_button2`
Message Carousel 1 Button 1 Clicks	Number of clicks on the carousel button 1 during the reporting period.	Number	`msg_click_carousel_button1`
Message Carousel 1 Coupon Clicks	Number of clicks on the carousel coupon 1 during the reporting period.	Number	`msg_click_carousel1_coupon`
Message Carousel 1 Share Clicks	Number of clicks on the carousel share button 1 during the reporting period.	Number	`msg_click_carousel_share1`
Message Carousel 2 Button 1 Clicks	Number of clicks on the carousel button 2 during the reporting period.	Number	`msg_click_carousel_button2`
Message Carousel 2 Coupon Clicks	Number of clicks on the carousel coupon 2 during the reporting period.	Number	`msg_click_carousel2_coupon`
Message Carousel 2 Share Clicks	Number of clicks on the carousel share button 2 during the reporting period.	Number	`msg_click_carousel_share2`
Message Carousel 3 Button 1 Clicks	Number of clicks on the carousel button 3 during the reporting period.	Number	`msg_click_carousel_button3`
Message Carousel 3 Coupon Clicks	Number of clicks on the carousel coupon 3 during the reporting period.	Number	`msg_click_carousel3_coupon`
Message Carousel 3 Share Clicks	Number of clicks on the carousel share button 3 during the reporting period.	Number	`msg_click_carousel_share3`
Message Carousel 4 Button 1 Clicks	Number of clicks on the carousel button 4 during the reporting period.	Number	`msg_click_carousel_button4`
Message Carousel 4 Coupon Clicks	Number of clicks on the carousel coupon 4 during the reporting period.	Number	`msg_click_carousel4_coupon`
Message Carousel 4 Share Clicks	Number of clicks on the carousel share button 4 during the reporting period.	Number	`msg_click_carousel_share4`
Message Carousel 5 Button 1 Clicks	Number of clicks on the carousel button 5 during the reporting period.	Number	`msg_click_carousel_button5`
Message Carousel 5 Coupon Clicks	Number of clicks on the carousel coupon 5 during the reporting period.	Number	`msg_click_carousel5_coupon`
Message Carousel 5 Share Clicks	Number of clicks on the carousel share button 5 during the reporting period.	Number	`msg_click_carousel_share5`
Message Carousel 6 Button 1 Clicks	Number of clicks on the carousel button 6 during the reporting period.	Number	`msg_click_carousel_button6`
Message Carousel 6 Coupon Clicks	Number of clicks on the carousel coupon 6 during the reporting period.	Number	`msg_click_carousel6_coupon`
Message Carousel 6 Share Clicks	Number of clicks on the carousel share button 6 during the reporting period.	Number	`msg_click_carousel_share6`
Message Carousel More Clicks	Number of clicks on the carousel more button during the reporting period.	Number	`msg_click_carousel_more`
Message Coupon Clicks	Number of clicks on the coupon element during the reporting period.	Number	`msg_click_coupon`
Message List 1 Clicks	Number of clicks on the list item 1 during the reporting period.	Number	`msg_click_list1`
Message List 2 Clicks	Number of clicks on the list item 2 during the reporting period.	Number	`msg_click_list2`
Message List 3 Clicks	Number of clicks on the list item 3 during the reporting period.	Number	`msg_click_list3`
Message List 4 Clicks	Number of clicks on the list item 4 during the reporting period.	Number	`msg_click_list4`
Message List 5 Clicks	Number of clicks on the list item 5 during the reporting period.	Number	`msg_click_list5`
Message Media Clicks	Number of clicks on the media area during the reporting period.	Number	`msg_click_media`
Message Others Clicks	Number of clicks on the other message elements during the reporting period.	Number	`msg_click_others`
Message Send Fails	Number of message sends that failed during the reporting period.	Number	`msg_send_fail`
Message Sends	Number of messages sent during the reporting period.	Number	`msg_send`
Message Share Clicks	Number of clicks on the share button during the reporting period.	Number	`msg_click_share`
Message Text Clicks	Number of clicks on the message text during the reporting period.	Number	`msg_click_text`
Message Title Clicks	Number of clicks on the message title during the reporting period.	Number	`msg_click_title`
Msg Click Catalog Item1	Number of clicks on the catalog item 1 during the reporting period.	Number	`msg_click_catalog_item1`
Msg Click Catalog Item2	Number of clicks on the catalog item 2 during the reporting period.	Number	`msg_click_catalog_item2`
Msg Click Catalog Item3	Number of clicks on the catalog item 3 during the reporting period.	Number	`msg_click_catalog_item3`
Msg Click Catalog Item4	Number of clicks on the catalog item 4 during the reporting period.	Number	`msg_click_catalog_item4`
Msg Click Catalog Item5	Number of clicks on the catalog item 5 during the reporting period.	Number	`msg_click_catalog_item5`
Msg Click Catalog Item6	Number of clicks on the catalog item 6 during the reporting period.	Number	`msg_click_catalog_item6`
Msg Click Catalog Item7	Number of clicks on the catalog item 7 during the reporting period.	Number	`msg_click_catalog_item7`
Participation (1D)	Number of participation conversions attributed within 1 day.	Number	`conv_participation_1d`
Participation (7D)	Number of participation conversions attributed within 7 days.	Number	`conv_participation_7d`
Participation Rate (1D)	Rate of participation conversions attributed within 1 day.	Percentage	`conv_participation_1d_rate`
Participation Rate (7D)	Rate of participation conversions attributed within 7 days.	Percentage	`conv_participation_7d_rate`
Purchase (1D)	Number of purchase conversions attributed within 1 day.	Number	`conv_purchase_1d`
Purchase (7D)	Number of purchase conversions attributed within 7 days.	Number	`conv_purchase_7d`
Purchase Price (1D)	Purchase value attributed within 1 day.	Currency	`conv_purchase_p_1d`
Purchase Price (7D)	Purchase value attributed within 7 days.	Currency	`conv_purchase_p_7d`
Purchase Rate (1D)	Rate of purchase conversions attributed within 1 day.	Percentage	`conv_purchase_1d_rate`
Purchase Rate (7D)	Rate of purchase conversions attributed within 7 days.	Percentage	`conv_purchase_7d_rate`
Sign Up (1D)	Number of sign-up conversions attributed within 1 day.	Number	`conv_signup_1d`
Sign Up (7D)	Number of sign-up conversions attributed within 7 days.	Number	`conv_signup_7d`
Sign Up Rate (1D)	Rate of sign-up conversions attributed within 1 day.	Percentage	`conv_signup_1d_rate`
Sign Up Rate (7D)	Rate of sign-up conversions attributed within 7 days.	Percentage	`conv_signup_7d_rate`
View Cart (1D)	Number of view-cart conversions attributed within 1 day.	Number	`conv_view_cart_1d`
View Cart (7D)	Number of view-cart conversions attributed within 7 days.	Number	`conv_view_cart_7d`
View Cart Rate (1D)	Rate of view-cart conversions attributed within 1 day.	Percentage	`conv_view_cart_1d_rate`
View Cart Rate (7D)	Rate of view-cart conversions attributed within 7 days.	Percentage	`conv_view_cart_7d_rate`

Breakdowns

Campaign Structure

The KakaoTalk channel profile serves as both the campaign and the ad-set level, so grouping by campaign and grouping by ad set return the same set of channel rows.

Breakdown	Description	API Key
Ad	Groups results by Kakao message ad.	Adriel-side
Ad Account	Groups results by Kakao ad account.	Adriel-side
Ad Name	Groups results by ad name.	Adriel-side
Ad Set	Groups results by KakaoTalk channel ad set.	Adriel-side
Ad Set Name	Groups results by ad set name.	Adriel-side
Campaign	Groups results by KakaoTalk channel campaign.	Adriel-side
Campaign Name	Groups results by campaign name.	Adriel-side
Channel	Groups results by advertising channel.	Adriel-side
Platform	Groups results by advertising platform.	Adriel-side
Status (Toggle)	Groups results by the current delivery status of the message ad.	Adriel-side

Creatives

Adriel post-processes ad creatives to generate these breakdowns.

Breakdown	Description	API Key
Ad Copy	Groups results by words detected in the creative content.	Adriel-side
Color Clustering	Groups results by the dominant color cluster detected in the creative.	Adriel-side
Creative Image	Groups results by the hashed signature of the creative image.	Adriel-side
Emoji Analysis	Groups results by emojis detected in the creative content.	Adriel-side

Date

Kakao returns daily records; all time-grouping breakdowns are Adriel-side aggregations of the same underlying daily data.

Breakdown	Description	API Key
Auto Time Breakdown	Groups results by the automatically selected time granularity for the date range.	Adriel-side
Daily Breakdown	Groups results by day.	Adriel-side
Monthly Breakdown	Groups results by month.	Adriel-side
Quarterly Breakdown	Groups results by quarter.	Adriel-side
Week Date Breakdown	Groups results by the starting date of each week.	Adriel-side
Week Number Breakdown (W#)	Week number in the year for the reported data.	Adriel-side
Weekly Breakdown (Start: Mon)	Groups results by calendar week.	Adriel-side
Weekly Breakdown (Start: Sun)	Groups results by Sunday-to-Saturday week.	Adriel-side
Yearly Breakdown	Groups results by year.	Adriel-side

Others

Breakdown	Description	API Key
No Grouping	Returns all selected results in a single group.	Adriel-side

Limitations

Message-ad metric set only — message ads expose a different metric catalogue than Kakao Moment display ads: opens, sends, and per-element click placements rather than impressions and reach. Display-ad metrics are not available on this connector.
Campaign and ad set are the same object — the KakaoTalk channel profile is both the campaign and the ad-set level, so filtering by campaign or by ad set returns identical channel rows.
Separate ad account identifier — the ad account is suffixed _message to keep message-ad and display-ad accounts distinct under the same Kakao Moment account.
Reconciliation window — scheduled refreshes reconcile the last 30 days. Live queries can request older periods, but only the windows covered by the refresh schedule above are guaranteed to be reconciled.

API references

Kakao Moment — Kakao’s ad management platform for advertisers.
Kakao Developers — Kakao API and OAuth documentation.

​Introduction

​Data refresh strategy

​Architecture data

​Reports data

​Architecture levels

​Attribution windows

​Metrics

​Campaign Attributes

​Campaign Structure

​Click Performance

​Conversion Performance

​Creative Attributes

​Kakao Message-specific

​Breakdowns

​Campaign Structure

​Creatives

​Date

​Others

​Limitations

​API references

​See also

Introduction

Data refresh strategy

Architecture data

Reports data

Architecture levels

Attribution windows

Metrics

Campaign Attributes

Campaign Structure

Click Performance

Conversion Performance

Creative Attributes

Kakao Message-specific

Breakdowns

Campaign Structure

Creatives

Date

Others

Limitations

API references

See also