Data reference - Adriel Knowledge Base

Introduction

Naver Search Ads is Naver’s paid search advertising platform, used to run search-keyword, shopping search, brand search, and place-search campaigns across Naver’s search results, its Shopping vertical, and content partners. The platform supports CPC and CPM payment models across awareness, traffic, and conversion objectives, with bidding tied to Korean-language keywords, shopping-product feeds, and audience segments within the Naver ecosystem. The connector imports campaign structure, performance metrics, and conversion data through the Naver Search Ad API. 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 Naver Search Ads to Adriel.

Data refresh strategy

Architecture data

Architecture covers ad accounts, campaigns, ad sets (ad groups), ads, and keywords. It refreshes twice daily at 4:00 PM UTC and 5:00 AM UTC. On data source creation, the cache fills with 365 days of historical data for the ad account, campaign, ad set, and ad levels, and 186 days for the keyword level.

Reports data

Reports include daily performance metrics for ad accounts, campaigns, ad sets, ads, and keywords, plus per-ad-account segmentations for age, gender, device target, hour of day, search term view, location, and shopping keyword. Cache-only. Report data comes from cached daily performance snapshots. Dashboard queries always read from the last snapshot rather than live from Naver. Uniqueness caveat. Metrics based on uniqueness (such as reach) can be overvalued when viewed for date periods longer than one day, because uniqueness is computed per snapshot rather than across the full range. Refresh schedule. Reports refresh on several schedules:

9:00 PM UTC — syncs the last 5 days for ad account, campaign, ad set, ad, and keyword, plus per-ad-account age, gender, device target, hour of day, search term view, location, and shopping keyword
2:00 AM, 4:00 AM, and 6:00 AM UTC — syncs the last 1 day for campaign, ad set, and ad
9:00 AM UTC every 2 days — syncs the last 21 days for the same levels and segmentations as the 9:00 PM job
1:00 AM and 5:00 AM UTC — syncs the last 3 days for campaign, ad set, and ad
12:00 AM UTC — syncs the last 2 days for campaign, ad set, and ad

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

Date range limits

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

The connector guarantees access to the most recent 1 year of data. Anything older relies on the legacy cache and may be incomplete or unavailable.

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 salesAmt is the literal Naver Search Ad API field name. Italic text describes how a value is produced when it doesn’t map cleanly to a single API field.

Reach and impressions

Metric	Description	Data type	API Key
Impressions	Total times the ads were displayed.	Number	`impCnt`
Reach	Unique users who saw the ad at least once.	Number	Adriel-aggregated (uniqueness metric; see refresh caveat)

Click performance

Metric	Description	Data type	API Key
Clicks (all)	Total clicks on the ads.	Number	`clkCnt`
Link clicks	Clicks on the ad’s link.	Number	`clkCnt`
CTR	Click-through rate.	Percentage	Adriel-computed (clicks ÷ impressions)

Cost and spend

Currency values are reported in KRW. Naver Search Ads accounts are supported in KRW only.

Metric	Description	Data type	API Key
Ad spend	Total amount spent on ads during the reporting period.	Currency	`salesAmt`
CPC	Cost per click.	Currency	Adriel-computed (spend ÷ clicks)
CPM	Cost per thousand impressions.	Currency	Adriel-computed (spend ÷ impressions × 1000)
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 specific event is set.	Number	`ConversionCount`
Conversion value	Monetary value of attributed conversions.	Currency	`SalesByConversion`
Revenue	Conversion revenue. Defaults to Purchase when no specific event is set.	Currency	`SalesByConversion`
ROAS	Return on ad spend.	Ratio	Adriel-computed (conversion value ÷ spend)
CPA	Cost per acquisition.	Currency	Adriel-computed (spend ÷ conversions)
Conversion rate	Conversions divided by clicks.	Percentage	Adriel-computed

Conversion event metrics

Each conversion event active on the connected Naver account is auto-imported as its own metric, and only events that are active on the account appear on the dashboard. For every imported event, Adriel also generates derived KPIs such as ROAS, CPA, and conversion rate. Common Korean event names include:

구매 (Purchase) — total / direct / indirect
가입 (Sign-up) — total / direct / indirect
장바구니 넣기 (Add to cart) — total / direct / indirect
신청 혹은 예약 (Application or reservation) — total / direct / indirect
기타 (Other) — total / direct / indirect

Purchase Complete (구매완료) updates faster than other events. This metric is fetched through a separate sync API call rather than the async report path, then merged into report rows, so its numbers refresh ahead of other conversion metrics.

Video performance

Metric	Description	Data type	API Key
Video impressions	Number of times video creatives started displaying.	Number	`videoPlay`
Video play	Any play of the video, regardless of duration.	Number	Adriel-mapped
Views	Aggregated count of all qualified video views.	Number	Adriel-mapped
Video played to 25% / 50% / 75% / 100% (Views)	Plays reaching each completion threshold.	Number	Adriel-mapped
ThruPlays	Video viewed to at least 97% or 15s, whichever comes first.	Number	Adriel-mapped
2s / 3s / 6s / 15s / 30s video plays	Plays lasting at least the stated duration.	Number	Adriel-mapped

Engagement

Metric	Description	Data type	API Key
Engagement	Any user interaction with the ad, such as clicks, reactions, and shares.	Number	Adriel-mapped
Post reactions	Reactions on the post-style ad.	Number	Adriel-mapped
Post comments	Comments on the post.	Number	Adriel-mapped
Post shares	Shares of the post.	Number	Adriel-mapped
Post saves	Saves of the post.	Number	Adriel-mapped

Budget and schedule

Metric	Description	Data type	API Key
Daily budget	Configured daily budget on the campaign or ad set.	Currency	`dailyBudget`, `sharedDailyBudget`
Lifetime budget	Total budget allocated for the campaign’s entire lifetime.	Currency	Adriel-mapped
Bid cap	Bid cap set on the ad set or campaign.	Currency	`bidAmt`
Bid strategy	Bid strategy set on the ad set or campaign.	Text	`deliveryMethod`
Starts	Reporting period start date.	Date	`periodStartDt`
Ends	Reporting period end date.	Date	`periodEndDt`

UTM tracking

UTM values are parsed by Adriel, not returned by Naver. Adriel reads the UTM query parameters from each ad’s configuration or landing URL and exposes them as both metrics and breakdowns.

Metric	Description	API Key
UTM Source	Parsed `utm_source` parameter.	Adriel-parsed from ad config or landing URL
UTM Medium	Parsed `utm_medium` parameter.	Adriel-parsed
UTM Campaign	Parsed `utm_campaign` parameter.	Adriel-parsed
UTM Content	Parsed `utm_content` parameter.	Adriel-parsed
UTM Term	Parsed `utm_term` parameter.	Adriel-parsed

Campaign structure metadata

Metric	Description	Data type	API Key
Ad account name	Name of the ad account.	Text	`name`
Campaign name	Campaign name, with type.	Text	`name`, `campaignTp`
Ad set name	Ad set / ad group name.	Text	`name`
Ad name	Ad name, with type.	Text	`name`, `type`
Keyword name	Keyword text (search campaigns only).	Text	`keyword`
Status	Mapped Naver status (running, paused, or in review).	Text	`status`, `statusReason`, `inspectStatus`
Objective	Campaign objective.	Text	`campaignTp`
Channel	Channel where the ad is published.	Text	Constant value (“naver-search-ads”)
Creative URL	URL of the ad creative.	URL	`ad.thumbnail`, `referenceData.imageUrl`, `ad.logoImage`, `ad.imagePath`
Creative type	Format of the ad creative.	Text	Resolved from ad metadata

Breakdowns

Standard hierarchy

Breakdown	Description	API Key
Ad account	Group by ad account.	`name`
Campaign	Group by campaign.	`name`, `campaignTp`
Ad set	Group by ad set (or ad group).	`name`
Ad	Group by ad.	`name`, `type`
Keyword	Group by keyword (search campaigns only).	`keyword`

Identifiers

Breakdown	Description	API Key
Ad account ID	Group by ad account identifier.	Object ID
Campaign ID	Group by campaign identifier.	Object ID
Ad set ID	Group by ad set / ad group identifier.	Object ID
Ad ID	Group by ad identifier.	Object ID

Demographics and geography

These segmentations are available per ad account and are decoded by Adriel from Naver’s report codes.

Breakdown	Description	API Key
Age	Audience age range.	Decoded from Naver age code (`AG~XXXX`)
Gender	Audience gender.	Decoded from Naver gender code (`GN~X`)
Location	Named Korean region.	`regionCode` (decoded)
Device target	PC vs. Mobile.	`pcMobileType` (`P` = PC, else Mobile)

Time and device

Breakdown	Description	API Key
Hour of day	Hour during which the impression occurred, in HH:00:00–HH:59:59. Available per ad account.	`hours`
Hourly breakdown	Group results by hour of day. When the date range spans multiple days, hours are aggregated across days.	`hours`

Naver segmentations

Breakdown	Description	API Key
Search term view	Expanded search keyword. Available per ad account.	`searchKeyword`
Shopping keyword	Naver Shopping search keyword. Available per ad account.	`searchKeyword`

Objective and status

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

Channel and grouping

Channel is an Adriel-added constant used for cross-connector rollup; for Naver Search Ads it is always “naver-search-ads”.

Breakdown	Description
Channel	Constant grouping label used for cross-connector rollup.

Time and date grouping

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

Breakdown	Description
Daily breakdown	Split reports by day (maximum 93 days).
Weekly breakdown	Split reports by week (maximum 1 year).
Monthly breakdown	Split reports by calendar month (maximum 2 years).

UTM tracking

Naver doesn’t return UTM values; Adriel parses them from each ad’s configuration or 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

KRW only — currency is hardcoded to KRW. Naver Search Ads accounts that report in any other currency are not supported.
Customer ID required — requests fail immediately if the Customer ID is missing or set to the literal string dummy, before any request is sent to Naver.
1-year reliable window — the connector guarantees the most recent 1 year of data. Older data relies on the legacy cache and may be incomplete or unavailable.
No deleted-data retrieval — data is not available after an element is deleted on the platform.
Keyword-level backfill is shorter — the initial cache holds 186 days for keywords, versus 365 days for the ad account, campaign, ad set, and ad levels.

API references

Naver Search Ad API documentation

​Introduction

​Data refresh strategy

​Architecture data

​Reports data

​Architecture levels

​Date range limits

​Metrics

​Reach and impressions

​Click performance

​Cost and spend

​Conversion performance

​Conversion event metrics

​Video performance

​Engagement

​Budget and schedule

​UTM tracking

​Campaign structure metadata

​Breakdowns

​Standard hierarchy

​Identifiers

​Demographics and geography

​Time and device

​Naver segmentations

​Objective and status

​Channel and grouping

​Time and date grouping

​UTM tracking

​Limitations

​API references

​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

Conversion event metrics

Video performance

Engagement

Budget and schedule

UTM tracking

Campaign structure metadata

Breakdowns

Standard hierarchy

Identifiers

Demographics and geography

Time and device

Naver segmentations

Objective and status

Channel and grouping

Time and date grouping

UTM tracking

Limitations

API references

See also