This article explains how data moves from a third-party data source to the Data Activation platform with the data stream, lists the supported connectors, and notes known limitations.
Supported data sources
The following connectors are available for data ingestion:
HubSpot
Adobe Analytics 2.0
Klaviyo
Shopify
Mailchimp
Connector access depends on the connectors included in your Supermetrics subscription. More connectors will be added over time.
Flow of data from source to activation
1. Data source connection
You connect to a data source in Supermetrics Hub and create a data stream. During setup, you select the specific accounts and fields to include.
2. Data ingestion and storage
Supermetrics connectors pull data from the data source and store it in Supermetrics Hub. This is the original, unaltered data arriving directly from the data source.
The initial backfill starts immediately after the data stream is saved, and currently, it includes records created up to 6 months ago in the source system. After the backfill completes, the data syncs daily.
3. Internal notification of sync completion
Once a sync completes, Supermetrics automatically notifies the Data Activation platform that new data is available for processing. This happens through a secure webhook notification that includes information about which data stream was synced.
4. Data extraction
The Data Activation platform receives the notification and reads the new data from Supermetrics Hub. Only the data from the latest sync is extracted, not the entire dataset (unless it's the first sync).
5. Data and field transformation and identity resolution
The Data Activation platform applies the field mappings you configured in the mapping wizard:
Identity resolution: Source fields mapped as unique identifiers (for example, email or phone) are used to match incoming records to existing customer profiles. If no match is found, a new profile is created.
Engagement events: Source fields mapped as engagements are transformed into time-based interaction events on the matched customer profile.
External facts: Source fields mapped as external facts are stored as attribute data on the matched customer profile.
Facts and engagements are only created at this stage. No data is activated until the mapping is complete. Depending on the volume of data, this processing step can take some time before all facts and engagements are fully created.
6. Data ready for activation
The transformed events and facts are now available in the Data Activation platform. You can use them for audience segmentation, journey orchestration, and other activation use cases.
Sync frequency and data freshness
The initial data backfill starts immediately after you save a data stream and includes records created up to 6 months ago in the source system. After the backfill completes, data syncs daily on a batch schedule. Only new and updated records are processed in subsequent syncs.
This means there can be up to a 24-hour delay between when data changes in the source system and when those changes are reflected in the Data Activation platform.
The raw data (original, unaltered data from the data source) is stored in the Supermetrics Hub. However, no facts or engagements are created in the Data Activation platform until you complete the field mapping. Once you save the mapping and data processing begins, it can take some time before all facts and engagements are fully created, depending on the volume of data.
Pausing and deleting data streams
Pausing a data stream stops new data from being fetched (daily deltas). Existing data remains available in the Data Activation platform.
Unpausing a stream resumes daily syncs. The data gap between the last successful sync and the most recent one isn't backfilled.
When you delete a data stream, data is removed from Supermetrics Hub immediately, and the Data Activation platform stops processing that data stream. Facts or engagements that were already created remain unaffected unless you delete them manually.
Known limitations
EU data hosting only: Data is hosted within the EU. US region support isn't available.
Daily sync frequency: Data syncs once per 24 hours after the initial backfill. More frequent syncs are coming soon.
No schema changes after creation: Once a data stream is saved, the selected fields can't be changed. To modify the fields, delete the stream and create a new one.
Facts and engagements must be pre-created: Facts and engagement events must be created in the Data Activation platform before you start the field mapping. In-line creation of Engagements, Facts, and their properties is coming next.
No rollback mechanism: Incorrectly mapped data can't be automatically reverted. Wrongly created facts or engagements must be manually deleted, and overwritten data can't be restored to a previous version.
No backfill for subsequently mapped fields: Once the initial field mapping is saved and data processing begins, any fields that you map later (that were previously left unmapped) won't be backfilled with historical data. Only new data from subsequent daily syncs (deltas) will be processed for those fields.
No historical correction when remapping fields: If you remap a previously mapped field to a different fact or engagement, only new data from subsequent syncs will reflect the updated mapping. Historical data that was already processed under the original mapping won't be corrected or reprocessed. If two different data sources map to the same fact, the later source silently overwrites the earlier one. There's no warning or conflict detection.
No monitoring or reporting UI: User-facing views showing sync status, error rates, or backfill progress is coming soon.