Why real time is not always the goal

Start with the decision latency

The useful question is not whether a platform can move data in real time. It is how quickly a customer-state change needs to reach the destination to alter a meaningful decision.

A cart abandonment message may need event-level speed. A current-customer suppression list, monthly renewal cohort or high-value acquisition seed usually does not.

What Fractyl supports

Fractyl supports multiple synchronisation schedules, including up to hourly refreshes across Google Ads, Meta, TikTok, DV360 and supported third-party data clean rooms.

For the activation use cases Fractyl currently supports, we have not found real-time event streaming necessary. That boundary is deliberate and should be reviewed if the use case changes.

Why more speed can add more burden

• Event-streaming architecture is harder to implement and monitor.
• Source-system changes can propagate mistakes faster.
• Destinations have their own processing and match-rate latency.
• More frequent movement can increase infrastructure and governance requirements.
• The commercial decision may not improve simply because the data arrived sooner.

Choose the cadence by audience

• Current-customer suppression: often hourly or daily, depending on purchase frequency and spend.
• Lead-stage control: aligned to meaningful CRM stage changes.
• Win-back: aligned to lifecycle dates or campaign windows.
• High-value seed audiences: aligned to the rate at which customer value becomes reliable.
• Clean-room delivery: aligned to the agreed collaboration and measurement workflow.

The test for enough freshness

Ask whether a faster update would change a material number of decisions before the next scheduled sync. If not, the extra architecture is unlikely to earn its cost.

Fractyl can adjust the cadence to the use case. The objective is useful freshness, not technical speed as a status symbol.