How syncing works

Snifferdog doesn't store a copy of your advertising data. Instead, it fetches your figures from Google, Meta, TikTok and Microsoft Advertising through their own connections (APIs). This is called syncing.

When your figures update

Analytics syncs every morning, bringing in your figures up to the end of yesterday. You'll see when the next sync is due in your project's Campaigns tab, just under your spend to date.

Using Sync now

If you'd rather not wait for the morning sync, press Sync now in the Campaigns tab. It runs the same pull straight away.

Sync now can't fetch today's figures. Each platform finalises a day's results and makes them available the following morning, so today's spend, clicks and conversions will appear tomorrow whichever way you sync.

Pressing Sync now repeatedly won't bring in newer figures, and we limit how often it can run. See Why we limit how many requests you can make.

Paused campaigns

A paused campaign has nothing new to report until it runs again. Its earlier results stay in Analytics, but its figures won't change while it's paused. In the Campaigns tab you may see it described as having no reportable metrics.

Why numbers can differ from the platforms

• Timing. An ads manager may show part of today's activity, while Snifferdog shows complete days up to the end of yesterday.
• Late conversions. Platforms can add conversions to earlier days as they're attributed, sometimes several days later. These are picked up in later syncs.
• Counting rules. Each platform counts conversions in its own way, with its own attribution windows. Small differences are normal.

If figures still look wrong after a couple of days, let us know.

Making decisions on fresh data

Because figures run to the end of yesterday, check the next sync time before making changes with Live Edit Mode. Decisions made on a full week of data are far more reliable than ones made on a single day.