> ## 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, refresh cadence, and limits for the Naver GFA data source in Adriel.
## 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-sources/g-n/naver-gfa/how-to-connect).
## 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.
## See also
* [How to connect Naver GFA to Adriel](/data-sources/g-n/naver-gfa/how-to-connect) (paired how-to)
* [Naver Search Ads data reference](/data-sources/g-n/naver-search-ads/data-reference) — for Naver search ads, which use a different authentication model