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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.

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Data refresh strategy

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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.

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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.

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Architecture levels

Ad account → Campaign → Ad set → Ad → Keyword

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Date range limits

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.

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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 salesAmt is the literal Naver Search Ad API field; where the same raw field name is shared across objects (Naver returns name for the ad account, ad set, ad, and campaign), it’s shown qualified as object.field (for example account.name) so each row stays unique; italic marks a value Adriel computes, derives, or parses. Some raw fields back several metrics — notably ConversionType paired with ConversionCount or SalesByConversion, which Naver filters by conversion type — so the same key can appear on multiple rows; that’s the shared source field, not a duplicated entry. Currency values are reported in KRW; Naver Search Ads accounts are supported in KRW only.

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Basic

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Campaign Attributes

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 (for rollup) and breakdowns (for grouping).

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Campaign Structure

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Computed Metric

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Conversion Performance

Conversion events are auto-imported. Every conversion event active on the connected Naver account is imported automatically, and only events active on the account appear on the dashboard. For each imported event Adriel also generates derived KPIs such as ROAS, CPA, and conversion rate. The full per-event catalog (구매, 가입, 장바구니 넣기, 신청 혹은 예약, 기타, and custom events) appears in the Naver Search Ads-specific group below.

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Creative Attributes

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Engagement

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Impression Click Performance

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

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Breakdowns

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Basic

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Campaign Structure

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Creatives

Adriel post-processes ad creatives to generate these breakdowns.

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Date

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

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Others

These breakdowns exist only for Naver Search Ads and aren’t part of any cross-connector category. Every group above is a standard category shared with other connectors.
Available per ad account. Age, Gender, Device Target, Location, Search Term View, and Shopping Keyword are Naver report segmentations available at the ad-account level; Adriel decodes Naver’s region and audience codes into readable labels.

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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.

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API references

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See also