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# Data freshness

Pluto shows your numbers as fast as each platform can deliver them. This page explains what that means for every source, and why the most recent days keep adjusting for a while. {{ className: 'lead' }}

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## How syncing works

There are two kinds of sources.

**Sources that push.** Shopify tells us the moment something happens. A new order, a refund, an edit. We record it and your dashboard updates within seconds. Amazon pushes too, through its notification queue, which adds a minute or two on Amazon's side.

**Sources we ask.** Ad platforms don't push reporting data to anyone, so we ask instead. Every 15 minutes, for every connected account. That is the fastest useful cadence: asking more often wouldn't show you newer numbers, because the platforms themselves need time to count.

We also re-check every source on a schedule, so nothing depends on a single message arriving.

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## Source by source

How long a platform takes to report its own numbers is outside anyone's control, including ours. Here is what to expect.

| Source | New data appears | Fully settled |
| --- | --- | --- |
| Shopify | Within seconds | Immediately |
| Amazon orders | Within minutes | Immediately |
| Snapchat Ads | About 15 minutes | After up to 28 days |
| Meta Ads | Typically under an hour | After up to 28 days |
| X Ads | Typically under an hour | After up to 14 days |
| Google Ads | Spend within about an hour. Conversions within 3 to 15 hours | After up to 30 days, or 90 with long click windows |
| Pinterest Ads | Same day | After up to 30 days |
| TikTok Ads | Within 6 to 12 hours | After up to 28 days |

"New data appears" is the platform's own reporting delay plus our 15-minute check. "Fully settled" is when the platform stops revising the day, which brings us to the next point.

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## Why recent days keep changing

Ad platforms revise their numbers after the fact. This is normal, and it happens for two reasons.

**Attribution takes time.** Someone clicks your ad today and buys next week. When they do, the platform credits that purchase back to the day of the click. So yesterday's ROAS isn't final yet, and it won't be for a while. Most platforms use a window of 28 or 30 days. Google can credit clicks for up to 90 days if you use longer click windows, and we re-check that far back too.

**Platforms correct themselves.** Invalid clicks get removed, overcharges get credited back. On X, spend for a given day can legitimately go down for up to 14 days.

Pluto re-checks recent days automatically. Every day we re-pull each platform's revision window, and once a week we run a deeper pass that covers the full attribution tail. Your history ends up matching what the platform itself settles on, without you doing anything.

<Note>
  If you compare Pluto to an ads manager for a day that is still settling, small
  differences are expected. Compare a day that is a few weeks old and the
  numbers should match exactly.
</Note>

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## What we never do

We never estimate, extrapolate, or fill gaps with guesses. If a platform hasn't reported a number yet, you see nothing rather than a prediction. When it reports, you see exactly what it reported, to the cent.

If a connection breaks, we tell you. Sync issues surface in the app the same day, usually within minutes, so a quiet dashboard never means a broken one.

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## Good to know

**Days follow the ad account's timezone.** Each ad platform reports daily numbers in the account's own timezone, and we keep them that way so Pluto always matches what you see in the ads manager. Pinterest is the one exception: it reports in UTC.

**TikTok Shop campaigns are separate.** TikTok reports GMV Max campaign spend outside its standard reporting. If you run those, that spend isn't included in Pluto yet.