Data Freshness & Sync Latency
ConceptData freshness is the elapsed time between when an event occurs in the real world and when it becomes available to query in your database or warehouse.
What is Data freshness, in plain English?
Data freshness is how "up to the minute" your reports are. If a customer places an order at 2:00 PM and your sync pipeline runs once every night at midnight, your data has a 10-hour freshness lag during the afternoon.
Data freshness example
Stripe syncs transactions via webhooks within 2 seconds (near real-time), while Google Ads Data Transfer updates warehouse tables once every 24 hours (daily batch).
Common Data freshness mistakes
Mistaking scheduled pipeline delays for missing data leads to false panic. If an ad connector only syncs at 6:00 AM, reporting on today's live numbers at 10:00 AM will always show zero until the next sync cycle.
Last reviewed August 28, 2026.