How often you can refresh your Supermetrics reports with new data depends on both the refresh frequency included in your Supermetrics subscription and the import cadence or data freshness of the data source.
Some data sources provide fresh data every hour, others only once a day, and others even less frequently. This means if your Supermetrics subscription supports hourly refreshes, but the data source you use has an import cadence of 24 hours, your hourly refresh doesn't actually give you new data every hour.
For any specific connector, data freshness ultimately depends on the platform's API limitations and delays. See Supermetrics data source historical range limits, known API delays, and refresh window recommendations.
General grouping of data source connectors and refresh frequency
Most Supermetrics data sources support at least daily refreshes, and many support hourly refreshes.
Here is what the landscape of the connectors generally looks like:
Major ad platforms, such as Facebook Ads, Google Ads, TikTok Ads, LinkedIn Ads, Microsoft Advertising, Snapchat Marketing, and Pinterest Ads:
These platforms generally have APIs that update data intra-day (every few hours) or in real time.
If a user sets up an hourly refresh in Supermetrics for these, they will typically see updated data throughout the day.
CRM and email marketing, such as HubSpot Marketing Emails and Mailchimp:
These APIs typically update in real time or near real time.
An hourly refresh will capture new leads or email opens as they occur.
SEO and web analytics tools, such as Ahrefs, Moz, and Semrush:
These are rare exceptions that might refresh data slower than 24 hours.
For example, certain search volume metrics or domain authority scores might be updated by the provider only weekly or monthly.
Examples of data sources that support hourly refresh
These are examples of commonly used connectors where the API provides real-time or near-real-time data, allowing hourly refreshes to yield updated numbers. Note that the list is not exhaustive:
Facebook Ads
Google Ads
Google Analytics 4
X Ads (Twitter Ads)
TikTok Ads
Examples of connectors limited to daily refresh (or severely delayed)
For these commonly used connectors, for example, the data source APIs restrict how often data is updated, so even with an hourly schedule, the data will be static for 24 hours (or a set block of hours). Note that the list is not exhaustive:
Google Display & Video 360 and Google Campaign Manager: While you can set the query to run hourly, the Google API itself only updates impression and click data every 3-4 hours, conversion data every 6 hours, and cross-environment conversions every 24 hours.
Salesforce: Typically relies on a daily refresh import across customers.
Shopify: Shopify's API imposes limits that prevent hourly sales data updates, so Supermetrics performs an import roughly twice a day.
The Trade Desk: Data remains stagnant for 24 hours.