Data reference - Adriel Knowledge Base

Introduction

Naver GFA (GLAD for Advertiser, formerly Naver Display Ads) is Naver’s performance-oriented display advertising network, comparable to Google’s Display Network. It delivers banner and video ads across Naver’s web portal, services such as Naver Webtoon and Naver Blog, and partner websites and apps. It is a real-time bidding (RTB) product offering CPC and CPM payment models, used to drive traffic and conversions by targeting users based on keywords, demographics, and behavior within the Naver ecosystem. As a marketing connector, metrics, breakdowns, and currencies are standardized so widgets can aggregate across sources without additional configuration. All amounts are reported in KRW. To connect this data source, see How to connect Naver GFA to Adriel.

Data refresh strategy

Architecture data

Architecture covers ad accounts, campaigns, ad sets, ads, and keywords. It refreshes twice daily at 4:00 PM UTC and 5:00 AM UTC. On data source creation, the cache is filled with 365 days of historical data for the ad account, ad, ad set, and campaign levels.

Reports data

Reports include daily performance metrics for ad accounts, campaigns, ad sets, ads, and keywords. Cache-only. Report data comes from cached daily performance snapshots — dashboard queries always read from the last snapshot, never live from Naver GFA. Uniqueness caveat. Metrics based on uniqueness, such as reach, can be overvalued when viewed over a date period longer than one day, because uniqueness is computed per snapshot rather than across the full range. Refresh schedule. Reports refresh at 9:00 PM, 12:00 AM, 3:00 AM, 6:00 AM, and 9:00 AM UTC. Each refresh syncs the last 7 days for these breakdowns:

Ad account, campaign, ad set, and ad
Age (per ad account) and gender (per ad account)
Device target (per ad account)
Hour of day (per ad account)
Operating system (per ad account)

Data is reliable within the cache sync period. Data outside this range may be incomplete or inaccurate due to legacy caching behavior.

Architecture levels

Ad account → Campaign → Ad set → Ad → Keyword Keywords are available only for search-style campaigns.

Date range limits

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

Metrics

How to read the columns Data type uses this vocabulary: Number, Currency, Percentage, Ratio, Duration, Date, Text, URL, Array, Boolean. API Key in code style like impCount is the literal field name returned by Naver GFA. Italic text describes how a value is produced when it doesn’t map cleanly to a single platform field.

Reach and impressions

Metric	Description	Data type	API Key
Impressions	Total times ads were displayed, regardless of user interaction.	Number	`impCount`
Reach	Unique users who saw the ad at least once.	Number	`reachCount`

Click performance

Metric	Description	Data type	API Key
Link clicks	Number of times users clicked the ad’s link.	Number	`clickCount`
Clicks (all)	Total clicks, including link and other interactions.	Number	`clickCount`
CTR	Click-through rate, clicks divided by impressions.	Percentage	`ctr`

Cost and spend

Metric	Description	Data type	API Key
Ad spend	Total amount spent on ads during the reporting period.	Currency	`spend`
Ad spend (incl. VAT)	Total spend with value-added tax included.	Currency	`spend` (VAT-adjusted)
CPC	Cost per click, spend divided by clicks.	Currency	`cpc`
CPM	Cost per thousand impressions, spend divided by impressions times 1000.	Currency	`cpm`
CPR	Cost per result, spend divided by desired outcomes.	Currency	Adriel-computed

Conversion performance

Metric	Description	Data type	API Key
Conversions	Attributed actions matching the defined conversion events. Defaults to “Purchase” when no event is set.	Number	`conversion.convCount`
Conversion value	Monetary value of attributed conversions.	Currency	`conversion.convSalesKRW`, `conversion.convSales`
Result rate	Conversion rate.	Percentage	`conversion.cvr`
Naver GFA: [conversion_name]	Count of a specific conversion goal tracked by the pixel.	Number	Per-goal, resolved from imported conversion events
Naver GFA: [conversion_name]: CVR	Conversion rate for a specific conversion goal.	Percentage	Adriel-computed (goal conversions ÷ clicks)
Naver GFA: [conversion_name]: CPA	Cost per action for a specific conversion goal.	Currency	Adriel-computed (spend ÷ goal conversions)
Naver GFA: [conversion_name]: Conversion value	Monetary value for a specific conversion goal.	Currency	Per-goal, resolved from imported conversion events
Naver GFA: [conversion_name]: ROAS	Return on ad spend for a specific conversion goal.	Ratio	Adriel-computed (goal conversion value ÷ spend)

Conversion events active in the ad account are imported automatically and appear only when the underlying event is active. Common examples include add to cart, purchase, sign up, reservation, wishlist, and Naver Pay (nPay). Custom conversions may also appear.

Video performance

Metric	Description	Data type	API Key
Video impressions	Number of times video creatives started displaying.	Number	`videoImpCount`
Views	Aggregated count of all qualified video plays.	Number	`vplayCount`
Video played to 25%	Plays reaching 25% of video length.	Number	`prog25Count`
Video played to 50%	Plays reaching 50% of video length.	Number	`prog50Count`
Video played to 75%	Plays reaching 75% of video length.	Number	`prog75Count`
Video played to 100%	Plays reaching 100% of video length.	Number	`prog95Count`
CPV	Cost per video view.	Currency	`cpv`
VTR	View-through rate, views divided by impressions.	Percentage	`vtr`

Budget and schedule

Metric	Description	Data type	API Key
Daily budget	Configured daily budget on the campaign or ad set.	Currency	`budgetAmount`
Lifetime budget	Total budget allocated for the campaign’s entire lifetime.	Currency	Resolved from budget configuration
Bid cap	Bid ceiling set on the ad set or campaign.	Currency	`bidPrice`
Bid strategy	Bid strategy type set on the ad set or campaign.	Text	`bidTypes`, `bidStrategy`
Starts	Campaign or ad set start date.	Date	`startTime`
Ends	Campaign or ad set end date.	Date	`endTime`

Status and metadata

Metric	Description	Data type	API Key
Status	Campaign, ad set, or ad status.	Text	`status`
Objective	Campaign objective.	Text	`objective`
Creative type	Creative format, such as image, video, or native.	Text	`creativeType`
Creative URL	Image or video creative URL.	URL	`medias.image.imageUrl`, `medias.video.thumbnailImage.imageUrl`
Naver GFA: Result	GFA-specific result string.	Text	`resultString`
Naver GFA: Result Type	GFA-specific result type string.	Text	`resultString`
Ad account name	Name of the ad account.	Text	`name`
Campaign name	Name of the campaign.	Text	`name`
Ad set name	Name of the ad set.	Text	`name`
Ad name	Name of the ad.	Text	`name`
Keyword name	Keyword name, available only for search campaigns.	Text	Resolved from keyword metadata

UTM tracking

UTM values are parsed by Adriel, not returned by Naver GFA. Adriel reads the UTM query parameters from each ad’s configuration and landing URL and exposes them for rollup and grouping.

Metric	Description	Data type	API Key
UTM Source	Parsed `utm_source` parameter.	Text	Adriel-parsed from ad settings and landing URL
UTM Medium	Parsed `utm_medium` parameter.	Text	Adriel-parsed
UTM Campaign	Parsed `utm_campaign` parameter.	Text	Adriel-parsed
UTM Content	Parsed `utm_content` parameter.	Text	Adriel-parsed
UTM Term	Parsed `utm_term` parameter.	Text	Adriel-parsed

Breakdowns

Standard hierarchy

Breakdown	Description	API Key
Ad account	Group by ad account.	`name`
Campaign	Group by campaign.	`name`
Ad set	Group by ad set or ad group.	`name`
Ad	Group by ad.	`name`

Demographics and device

Breakdown	Description	API Key
Age	Group by audience age range.	`ageGroup`
Gender	Group by audience gender.	`gender`
Device target	Group by targeted device.	`deviceType`
Operating system	Group by operating system.	Served by the platform
Hour of day	Group by the hour during which the impression occurred. Hours across multiple days are aggregated together.	`targetTimeString`

Placement

Breakdown	Description	API Key
Placement	Group by the placement where the ad was served.	`platform`, `publisherGroupCode`, `productType`

Campaign attributes

Breakdown	Description	API Key
Objective	Group campaigns by their objective.	`objective`
Status	Group by campaign, ad set, or ad status.	`status`

Time and date grouping

Naver GFA returns daily records; Adriel groups them into these views for reporting.

Breakdown	Description
Auto Time Breakdown	Automatically picks the best granularity for the date range.
Daily	Split reports by day. Limited to a maximum of 93 days.
Weekly (Start: Mon)	Split reports by week, starting Monday. Limited to a maximum of 1 year.
Weekly (Start: Sun)	Split reports by week, starting Sunday. Limited to a maximum of 1 year.
Week Date Breakdown	Group by the day of the week during which the impression occurred.
Week Number Breakdown (W#)	Split reports by week number in the year.
Monthly	Split reports by calendar month.
Quarterly	Split reports by calendar quarter.
Yearly	Split reports by calendar year.

Creative analysis

Adriel post-processes ad creatives to generate these breakdowns.

Breakdown	Description
Ad copy	Group ads that share the same ad copy.
Creative image	Group reports by image, clustering identical or visually similar creatives.
Color Clustering	Group creative images by dominant visual color.
Emoji Analysis	Group ads by the emojis present in the ad copy.

Overview and rollup

These groupings are added by Adriel for cross-connector reporting rather than returned by Naver GFA.

Breakdown	Description
No Grouping	Do not break down; return one aggregated row.
Channel	Constant grouping label used for cross-connector rollup.
Platform	Group results by the platform where the ads were broadcast.

Limitations

Cache-only reports — dashboard data always comes from the last cached snapshot, never live from Naver GFA. Data is reliable within the cache sync period; data outside it may be incomplete, missing, or inaccurate.
Uniqueness metrics over multi-day ranges — metrics based on uniqueness, such as reach, can be overvalued when viewed over ranges longer than one day.
No deleted-data retention — the connector does not provide deleted elements; data is unavailable after an element is deleted on the platform.
Data-size truncation — a global rate limit applies but is not formally defined, so large queries are handled through cache and some data may be truncated.
Shared-account authentication — all connections are powered by a single shared internal Naver account that the customer grants access to. Naver GFA exposes no per-customer OAuth or API-key flow. For agency-managed accounts, a Manager Account ID must be set or queries fail with permission errors.

​Introduction

​Data refresh strategy

​Architecture data

​Reports data

​Architecture levels

​Date range limits

​Metrics

​Reach and impressions

​Click performance

​Cost and spend

​Conversion performance

​Video performance

​Budget and schedule

​Status and metadata

​UTM tracking

​Breakdowns

​Standard hierarchy

​Demographics and device

​Placement

​Campaign attributes

​Time and date grouping

​Creative analysis

​Overview and rollup

​Limitations

​See also

Introduction

Data refresh strategy

Architecture data

Reports data

Architecture levels

Date range limits

Metrics

Reach and impressions

Click performance

Cost and spend

Conversion performance

Video performance

Budget and schedule

Status and metadata

UTM tracking

Breakdowns

Standard hierarchy

Demographics and device

Placement

Campaign attributes

Time and date grouping

Creative analysis

Overview and rollup

Limitations

See also