Sources and data freshness

Every decision-driving number needs a source and a time boundary. A connected integration tells you where Marketer may read data. It does not guarantee that every account, metric, or date is present.

Know what each source represents

Source	What it represents
Meta Ads	Meta’s campaign structure and platform-reported delivery and conversion metrics
Google Ads	Google’s campaign structure and platform-reported performance
Shopify	Store products, orders, and commerce performance
Google Analytics 4	Site sessions, engagement, properties, and visitor reporting
Triple Whale (Beta)	A separate attributed-purchase and revenue view for Meta and Google campaigns

Slack is a collaboration integration. It can deliver supported notifications and workflow output, but it is not the source of campaign performance.

Check freshness before interpreting a value

Use the connection and sync information shown in Integrations or alongside the result. Look for:

The selected account, store, or property
Connection or reconnection state
Latest successful sync, when shown
The earliest and latest dates covered
Any partial-day or failed-sync warning

If a source last synced before the requested period ended, later data is missing. Do not interpret the missing portion as zero activity. If a task summary and the provider detail page report different states, do not act on either label alone. Record both, use the provider page’s exact status and sync timestamps as the current visible operational state, and resolve the mismatch before making a source-dependent decision.

Compare equivalent windows

A fair comparison uses:

The same number of days
The same timezone
Complete periods when possible
The same account and level
The same source and attribution definition

For a current-day operational view, state that the day is partial and avoid comparing it directly with a complete day.

Keep attribution views labeled

Ad platforms, Shopify, and attribution providers can assign credit differently. A difference is not automatically an error. When you use Triple Whale (Beta) data, name the attribution model with every attributed figure. Triple Whale (Beta) attribution is available at campaign level. Spend and delivery metrics still come from the ad platform, so keep each source labeled when you combine them.

Ask Marketer to expose the data boundary

Before answering, list the source, selected account or property, exact date
coverage, timezone, and latest successful sync available for this request.
If any requested date or metric is missing, mark it unknown rather than zero.
Keep each attribution source labeled.

A source-aware refusal is better than a confident estimate. Fix the connection or narrow the date range, then rerun the request.

When dashboards disagree

Check these differences in order:

Account, store, or property selection
Date boundaries and timezone
Metric definition
Attribution source, model, and window
Currency
Sync coverage

Record both source labels and date ranges before you escalate a mismatch. This makes the issue reproducible.

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Sources and data freshness

Know what each source represents

Check freshness before interpreting a value

Compare equivalent windows

Keep attribution views labeled

Ask Marketer to expose the data boundary

When dashboards disagree

​Know what each source represents

​Check freshness before interpreting a value

​Compare equivalent windows

​Keep attribution views labeled

​Ask Marketer to expose the data boundary

​When dashboards disagree

Know what each source represents

Check freshness before interpreting a value

Compare equivalent windows

Keep attribution views labeled

Ask Marketer to expose the data boundary

When dashboards disagree