Data freshness — how often analytics update

Wevion Analytics freshness: insight sync ~every 15 min, plus 24-72h postback lag for purchases, ROAS, CPA and MER. Use last_7d minimum for those decisions.

Written By Salvatore Sinigaglia

Last updated About 1 hour ago

Wevion Analytics freshness: insight sync ~every 15 min, plus 24-72h postback lag for purchases, ROAS, CPA and MER. Use last_7d minimum for those decisions.

Data freshness — how often analytics update

Wevion's analytics aren't real-time. Two layers matter: platform insight sync runs about every 15 minutes, and postback conversions (purchases, ROAS, CPA, MER) lag 24-72 hours as they settle. So non-purchase metrics (spend, impressions, clicks) are at most ~15 minutes behind the platform, while purchase-based numbers keep filling in for the most recent days. Use a last_7d minimum window whenever ROAS, CPA, or MER drives a decision.

Who is this for

Anyone wondering "why doesn't Wevion show what the Meta UI shows right now?" or "why does yesterday's ROAS keep changing?".

The freshness layers

Layer 1: Platform insight sync (~15 min)

Wevion's backend syncs insights from each platform on a cron cadence:

  • Cadence: about every 15 minutes
  • Workers: insight-collector.service.ts plus per-platform variants (Google, TikTok, Taboola, Snapchat)
  • Stored into campaign_daily_insight and related tables

Implication: spend, impressions, clicks, and CTR shown in Wevion are at most ~15 minutes behind what the platform reports natively.

Layer 2: Postback conversion lag (24-72h)

The slowest and most important layer. Conversion events flow in over time:

  • Meta postback: 24-72 hours typical
  • Commerce / tracker postback (e.g. Keitaro, Voluum): seconds to minutes
  • Server-side CAPI: fast, depending on implementation

Implication: purchases, sales value, ROAS, purchase-based CPA, and blended MER/CPO are incomplete for the most recent 24-72h and keep rising as data lands.

Combined freshness

  • Non-postback metrics (spend, impressions, clicks): up to ~15 min behind the platform.
  • Purchase-based metrics (ROAS, CPA, MER): add 24-72h of settling on top of the ~15-min sync.

Implications for decisions

DecisionDate range to use
ROAS / CPA / MER scale-or-pauselast_7d minimum (let postback settle)
Spend pacing checklast_3d (faster signal)
CTR / creative fatiguelast_3d (faster signal)
Daily budget burntoday is fine (no postback dependency)
Executive monthlylast_30d (smooth + settled)

For the Rules Engine, set the time range on ROAS/CPA rules to last_7d minimum (see rul-116).

Why each layer exists

~15-min platform sync

Platform APIs have rate limits. A 15-minute cycle balances freshness against API quota and cost; faster polling would risk rate-limit errors.

24-72h postback lag

This isn't Wevion's choice — it's how platform postback delivery works. Platforms report conversions asynchronously after the purchase event, reconciling across attribution windows.

Audience demographics (Audience Hub aside)

Demographic breakdowns (age, gender, geo, device) live in Audience Hub, not the analytics grid, and refresh on their own daily cadence. They aren't part of the Advertising / Store & Business freshness above.

What to look for in numbers

"Yesterday's ROAS just went up"

Postback settling — conversions from clicks 24-72h ago are still arriving. Wait for the 7-day window to stabilise.

"Dashboard shows an older value than the Meta UI"

Up to ~15 minutes of sync lag is normal. If the gap exceeds ~30 minutes for non-postback metrics, check service status.

How to get fresher data

There's no hard "refresh now" button. You can:

  • Adjust the date range and re-apply the selection to re-query
  • Wait the cycle (~15 minutes for the next sync)
  • For purchase metrics, simply give postback the 24-72h it needs

For data missing entirely, check status or contact an admin.

Common mistakes

  • Acting on today's ROAS / MER: postback is incomplete; use a 7-day window.
  • Comparing Wevion to a platform UI 1:1 in real time: ~15-min sync explains small non-postback gaps.
  • Setting a Rules Engine ROAS rule on today: too noisy; use last_7d.

Common issues

  • Data missing entirely for over an hour: a sync issue; check status or contact admin.
  • One platform lagging others: that platform's sync failed; retry or check provider status.
  • Recent-day purchase metrics look low: postback hasn't settled yet.

FAQ

How often does Wevion analytics data update?

Two layers apply. Platform insight sync runs about every 15 minutes via a cron job, so spend, impressions, and clicks are at most ~15 minutes behind the platform. Purchase-based metrics — purchases, ROAS, CPA, and blended MER — carry an additional 24-72h postback lag as conversions settle. That's why recent days keep filling in and a platform's near-real-time dashboard can differ slightly.

Why does yesterday's ROAS keep going up?

Postback is settling. Conversion events take 24-72 hours to flow through platform postback delivery, so sales value, ROAS, CPA, and MER stay incomplete for the most recent days and rise as data arrives. That's how asynchronous platform attribution works, not a Wevion choice. Wait for a 7-day window to stabilise before drawing conclusions.

Why doesn't Wevion match the platform UI in real time?

Because insight sync runs on roughly a 15-minute cycle, so non-purchase metrics can be up to ~15 minutes behind the platform's near-real-time numbers, and purchase metrics add 24-72h of postback settling. Small discrepancies are expected and acceptable; only investigate a service issue if a non-postback metric lags more than about 30 minutes.

Which date range should I use for decisions?

Match the range to the decision. Use last_7d minimum for ROAS, CPA, or MER scale-or-pause calls so postback can settle; last_3d for spend pacing and creative-fatigue signals; today for daily budget burn since it has no postback dependency; and last_30d for smooth, settled executive reporting.