Data refresh cadence
How often each data source in Ordinary refreshes — real-time orders and pixel events, hourly ad syncs, daily jobs — and what that means for your reports.
Written by The Ordinary Team · Updated On this page
Ordinary is a mix of real-time and scheduled data. Here’s what refreshes when.
Real-time (seconds)
These arrive from Shopify or your pixel as they happen. Latency from event to showing up in Ordinary is typically 5-30 seconds.
- Orders — created, updated, paid, fulfilled and cancelled.
- Refunds — as you issue them in Shopify.
- Customers — created, updated and deleted.
- Products — created, updated and deleted.
- Carts and checkouts — created and updated.
- Pixel events — page_viewed, product_viewed, collection_viewed, search_submitted, product_added_to_cart, product_removed_from_cart, cart_viewed, all checkout_* steps (started → contact → address → shipping → payment → completed), alert_displayed, ui_extension_errored. All first-party, no third-party tag manager in between. See Customer Events pixel.
- Billing state changes — your Ordinary plan’s status in Shopify.
- Cohorts and Retention — calculated from your current orders each time you open the page, so a new order counts toward its customer’s cohort as soon as the order itself arrives.
Within a few minutes
- Order attribution — each new order’s journey and channel credit are attached within a few minutes of the order arriving.
Hourly
- Meta Ads — today’s and yesterday’s data, plus ad creatives.
- Google Ads — the last 7 days, re-pulled so Google’s late conversion adjustments land.
- Klaviyo — campaign and flow metrics, engagement events, and subscriber updates.
- GA4 — today’s and yesterday’s data.
- PostHog — today’s and yesterday’s totals.
- Amazon orders — new and updated Amazon orders.
- Shopify inventory levels — inventory-only changes aren’t covered by the real-time feed, so stock levels are pulled every hour.
- ShipBob inventory — warehouse stock levels.
- Shopify revenue reconciliation — hourly check that Ordinary’s revenue totals match Shopify’s own Sales report to the cent. Drift is flagged immediately rather than discovered at month-end. See Revenue matches Shopify exactly.
Daily
These run once per day, mostly overnight or early morning (UTC).
- Amazon Ads — Sponsored Products performance, re-pulling several recent days as Amazon updates attributed sales.
- Amazon sales and traffic, financials, and inventory.
- GA4 — the previous day is pulled once more after GA4 finishes processing it.
- Meta breakdowns — placement, demographic, device and action breakdowns.
- Google Ads — campaign settings, ad content and breakdowns.
- Shopify GMV snapshot — refreshed daily.
- Customer totals reconciliation — recomputes lifetime order count, total spent, and first/last order dates for all customers to catch any drift.
On-demand
There’s no general “refresh now” button; integrations sync on the schedules above. Two manual controls exist:
- Orders → Refresh — queues a catch-up sync of the last 7 days of Shopify orders.
- Settings → Amazon → Backfill 2 years — imports Amazon history.
First-sync backfills
On initial install or connection:
- Shopify — full order history (every order in your store’s lifetime, not just recent), plus customers and products. Smaller stores finish in a few minutes; larger stores (10k-50k orders) take 10-25 minutes.
- Meta Ads — the last 90 days first, then older history as far back as Meta’s reporting allows.
- Google Ads — the last 365 days.
- Klaviyo — the last 365 days of campaign and flow metrics and the last 90 days of engagement events.
- Amazon — none automatically; click Backfill 2 years on Settings → Amazon.
- GA4 and PostHog — none; data starts from the day you connect.
- ShipBob — none; stock levels start from the first sync.
All run in the background. Settings → Sync Status shows progress.