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 this vocabulary: Number, Currency, Percentage, Ratio, Duration, Date, Text, URL, Array, Boolean.API Key in code style like cost is the literal Kakao Moment Message Ad API field name. Italic text describes how a value is produced when it does not map cleanly to a single API field (for example, derived metrics).

Cost & spend

Currency values are reported in Korean won (KRW).

Metric	Description	Data type	API Key
Ad spend	Reported spend.	Currency	`cost`
Ad spend (incl. VAT)	Spend grossed up by 10% VAT.	Currency	derived from `cost`
CPC	Cost per click (spend divided by clicks).	Currency	derived
CPM	Cost per mille (spend divided by impressions).	Currency	derived

Message delivery

Metric	Description	Data type	API Key
Messages sent	Broadcast messages sent.	Number	`msg_send`
Messages send-failed	Messages that failed to send.	Number	`msg_send_fail`

Opens & clicks

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
Impressions (opens)	Messages opened, mapped to impressions.	Number	`msg_open`
Link clicks	Clicks on links inside the message, mapped to clicks.	Number	`msg_click`
CTR	Click-through rate (clicks divided by impressions).	Percentage	derived

Click placements

Each metric counts clicks on a specific element of the message layout.

Metric	Description	Data type	API Key
Click — Share	Clicks on the share affordance.	Number	`msg_click_share`
Click — Media	Clicks on a media region.	Number	`msg_click_media`
Click — Title	Clicks on the title.	Number	`msg_click_title`
Click — Text	Clicks on body text.	Number	`msg_click_text`
Click — List 1–5	Clicks on list items 1 through 5.	Number	`msg_click_list1` … `msg_click_list5`
Click — Button 1–2	Clicks on action buttons 1 and 2.	Number	`msg_click_button1`, `msg_click_button2`
Click — Carousel button 1–6	Clicks on each carousel slide’s button.	Number	`msg_click_carousel_button1` … `msg_click_carousel_button6`
Click — Carousel share 1–6	Share clicks on each carousel slide.	Number	`msg_click_carousel_share1` … `msg_click_carousel_share6`
Click — Carousel coupon 1–6	Coupon clicks on each carousel slide.	Number	`msg_click_carousel1_coupon` … `msg_click_carousel6_coupon`
Click — Carousel more	”Show more” clicks in a carousel.	Number	`msg_click_carousel_more`
Click — Coupon	Coupon clicks.	Number	`msg_click_coupon`
Click — Catalog item	Dynamic catalog item clicks.	Number	`msg_click_catalog_item{n}`
Click — Others	Clicks on other placements.	Number	`msg_click_others`

Conversions

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.

Metric	Description	Data type	API Key
Registration complete	Attributed registration events.	Number	`conv_cmpt_reg_1d`, `conv_cmpt_reg_7d`
View cart	Attributed view-cart events.	Number	`conv_view_cart_1d`, `conv_view_cart_7d`
Purchase	Attributed purchase events.	Number	`conv_purchase_1d`, `conv_purchase_7d`
Purchase value	Conversion value attributed to purchase events.	Currency	`conv_purchase_p_1d`, `conv_purchase_p_7d`
Participation	Attributed participation events.	Number	`conv_participation_1d`, `conv_participation_7d`
Sign-up	Attributed sign-up events.	Number	`conv_signup_1d`, `conv_signup_7d`
App install	Attributed app-install events.	Number	`conv_app_install_1d`, `conv_app_install_7d`
Add to wishlist	Attributed add-to-wishlist events.	Number	`conv_add_to_wishlist_1d`, `conv_add_to_wishlist_7d`
Add to cart	Attributed add-to-cart events.	Number	`conv_add_to_cart_1d`, `conv_add_to_cart_7d`
CPA	Cost per action, per conversion type (spend divided by conversions).	Currency	derived
Conversion rate	Conversion rate, per conversion type (conversions divided by clicks).	Percentage	derived

Breakdowns

Standard hierarchy

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 account	Group by ad account.	`adAccount`
Campaign	Group by KakaoTalk channel (campaign level).	`campaign`
Ad set	Group by KakaoTalk channel (ad-set level).	`adSet`
Ad	Group by individual message ad.	`ad`

Message ad attributes

Breakdown	Description	API Key
Message ad type	Group by message ad type (for example, `BROADCAST`).	`messageAdType`
Status	Group by message ad status (for example, `FINISHED`, `IN_REVIEW`).	`status`

UTM tracking

Kakao does not return UTM values; Adriel parses them from each ad’s landing URL and exposes them as breakdowns for grouping.

Breakdown	Description
UTM Source	Group by parsed `utm_source`.
UTM Medium	Group by parsed `utm_medium`.
UTM Campaign	Group by parsed `utm_campaign`.
UTM Content	Group by parsed `utm_content`.
UTM Term	Group by parsed `utm_term`.

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

​Cost & spend

​Message delivery

​Opens & clicks

​Click placements

​Conversions

​Breakdowns

​Standard hierarchy

​Message ad attributes

​UTM tracking

​Limitations

​API references

​See also

Introduction

Data refresh strategy

Architecture data

Reports data

Architecture levels

Attribution windows

Metrics

Cost & spend

Message delivery

Opens & clicks

Click placements

Conversions

Breakdowns

Standard hierarchy

Message ad attributes

UTM tracking

Limitations

API references

See also