Insights Data Freshness — How Often Data Updates
Last updated: April 18, 2026
Knowing how fresh your data is helps you make better decisions and avoid acting on stale numbers. This article explains Wevion's data collection schedule, what affects freshness, and how to verify when your data was last updated.
Prerequisites
- At least one Meta ad account connected and synced.
How It Works
Wevion collects performance data from Meta through an automated process called insight collection. This runs on a fixed schedule and pulls the latest campaign, ad set, and ad metrics from Meta's reporting API.
The Collection Cycle
| Process | Frequency | What It Does |
|---|---|---|
| Insight collection | Every 15 minutes | Pulls latest daily metrics (spend, impressions, clicks, conversions, etc.) from Meta for all active sessions |
| Hourly spend sync | Every 6 hours | Pulls hourly granularity data for timezone normalization |
| Exchange rate update | Every 12 hours | Fetches latest currency exchange rates |
| Materialized view refresh | After each insight collection | Updates pre-computed summaries for faster dashboard queries |
Data Flow
- Meta records the event (impression, click, conversion) in real-time.
- Meta's reporting API makes the data available — typically within 15–30 minutes for most metrics, though conversions can take longer due to attribution windows.
- Wevion's insight collection pulls the data from Meta's API.
- Wevion stores the data in its database and refreshes aggregated views.
- Your Dashboard and Ads Manager display the updated numbers.
The total latency from event to display is typically 15–45 minutes for standard metrics (spend, impressions, clicks) and may be longer for conversion metrics due to Meta's attribution processing.
Step-by-Step Guide
1. Check the "Last Updated" Timestamp
The Dashboard displays a Last Updated timestamp that shows when the most recent data was written. This tells you the freshness of the numbers you're seeing.
2. Understand What's Real-Time vs. Delayed
| Metric Type | Typical Freshness | Notes |
|---|---|---|
| Spend | 15–30 minutes | Very reliable, updates quickly on Meta's side |
| Impressions | 15–30 minutes | Usually aligns closely with spend |
| Clicks | 15–30 minutes | Minor delays possible during high volume |
| Conversions (Meta) | 1–72 hours | Attribution window causes delayed counting |
| Conversions (Postback) | Real-time | Arrives as soon as your tracking system fires |
| Revenue (Postback) | Real-time | Same as postback conversions |
| Campaign status | 15 minutes | Updated during each insight collection cycle |
3. Account for "Today" Data
"Today" data is inherently incomplete — it only includes events up to the most recent collection cycle. Key considerations:
- Morning data will show low numbers (the day is young).
- Conversion data for today may be significantly underreported, as Meta hasn't finished attributing conversions.
- Rules using "today" timeframe evaluate against this incomplete data — which is correct for spend caps but may give false signals for conversion-based rules early in the day.
4. Verify Data Availability
You can check the available date range for your data using the Insights section. Wevion tracks the earliest and latest dates with data, so you know exactly what historical depth is available.
Options and Configuration
Timezone and Data Grouping
Data is stored with each row's original timezone (the ad account's timezone). When you select a specific timezone in the Dashboard or Ads Manager, Wevion uses the hourly granularity data to recompute daily boundaries. This ensures "today" and "yesterday" reflect your chosen timezone, not the account's.
The hourly sync runs every 6 hours, so timezone-adjusted data may have slightly different freshness than standard daily data.
Why Data Might Seem Stale
| Symptom | Likely Cause | Solution |
|---|---|---|
| "Last Updated" is more than 30 min old | Insight collection may be processing a large batch | Wait for the next cycle (15 minutes) |
| New account shows no data | First sync hasn't completed yet | Wait up to 15 minutes after connecting |
| "Today" shows $0 spend | Campaigns may not have started spending yet, or the day is very early | Check Meta Ads Manager directly to confirm |
| Yesterday's numbers changed today | Meta retroactively updated attribution (normal for conversions) | This is expected — Meta's numbers settle within 72 hours |
Meta's Data Retrospection
Meta may adjust historical data for up to 28 days after the original date, particularly for:
- Conversion attribution (the most common change)
- Impression deduplication
- Invalid traffic removal
Wevion's daily collection picks up these adjustments, so historical data in Wevion stays synchronized with Meta's latest figures.
FAQ
Q: Why don't I see real-time data like in Meta Ads Manager? A: Wevion collects data at 15-minute intervals via Meta's Reporting API, which provides comprehensive, structured data suitable for cross-account aggregation and automation. Meta's own Ads Manager may show slightly fresher data for individual accounts because it uses a different internal data pipeline.
Q: Can I force a data refresh? A: You can manually trigger a data refresh from the dashboard controls. If you need the absolute latest data for a single account, you can also check Meta Ads Manager directly as a supplement.
Q: How does data freshness affect my automation rules? A: Rules evaluate against the latest collected data. Since rules run 2 minutes after insight collection, they always operate on the freshest available numbers. For "today" conditions, keep in mind that early-day data is naturally incomplete.
Rule Schedule — When Rules Run
Q: Why did my yesterday's spend change? A: Meta occasionally adjusts numbers retroactively, especially for conversions. A $100 spend yesterday might become $100.50 today if Meta corrected an attribution. These changes are typically small and settle within 72 hours.