How Historical Data Syncing Works in NinjaCat

Historical syncing begins only when a connected data source is used by an active system such as a dataset, report, dashboard, or monitoring feature.

This article explains:

What actions actually trigger historical data syncing
How different NinjaCat features request historical data
How historical depth is determined
Known limitations and when Support assistance may be required

What Triggers Historical Data Syncing in NinjaCat?

Historical data syncing starts only when data is requested by an active consumer within NinjaCat.

Examples of features that trigger syncing include:

Data Cloud datasets
Reports
Dashboards
Campaign Monitoring (KPIs and goals)
Other connected systems that actively query provider data

Important
Adding a data source connection to an account does not trigger historical syncing by itself. Syncing occurs only when that connection is used by a feature that requires data.

Common Scenarios That Trigger Historical Syncing

Scenario 1: Using a Data Source in a Dataset

When you create a Data Cloud dataset using accounts with existing data source connections, NinjaCat:

Requests historical data from provider APIs
Pulls data based on the dataset’s configuration
Applies the dataset’s backfill date and sync rules

Example:
You create a Google Ads dataset and select five client accounts with active Google Ads connections. NinjaCat pulls historical Google Ads data based on the dataset backfill date and provider limitations.

Scenario 2: Running a Report or Dashboard

When a report or dashboard is generated using provider data, NinjaCat:

Requests historical data needed to satisfy the selected date range
Pulls data from connected providers as required
Stores and caches data according to internal system rules

Example:
You generate a report with a “Last 12 Months” date range using Facebook Ads data. NinjaCat pulls the historical Facebook Ads data required to generate that report.

Scenario 3: Enabling Campaign Monitoring or KPIs

Campaign Monitoring and KPI tracking also request historical data to establish baselines and trends.

In these cases, NinjaCat:

Retrieves historical data required for goal evaluation
Continues syncing new data on an ongoing basis

How Historical Data Depth Is Determined

There is no single global historical limit that applies to all NinjaCat data. Historical depth is determined by several factors working together.

About the “2-Year” Historical Data Expectation

You may see references to a two-year historical window when working with NinjaCat. This is best understood as a common default starting point, not a hard system limit.

For most new customers or newly configured use cases:

NinjaCat typically retrieves up to two years of historical data by default
This behavior depends on when data is first requested by an active feature (such as a dataset, report, or dashboard)

However, historical depth can be shorter or longer depending on several factors outlined below. Many long-tenured customers have significantly more than two years of historical data stored in the platform.

1. Account Tenure and System History

Newer accounts generally begin with a limited historical window
Long-tenured accounts may already contain five or more years of historical data
Data that was pulled and stored previously remains available unless explicitly removed

2. Feature Configuration

How far back NinjaCat retrieves data depends on how the data is requested:

Datasets:
Controlled by the dataset backfill date and sync configuration
Reports and Dashboards:
Controlled by the selected date range and earliest reporting date
Campaign Monitoring:
Controlled by monitoring start dates and goal configuration

If a requested date range exceeds what the system or provider supports, NinjaCat defaults to the maximum available data.

3. Provider and API Limitations

Historical availability is also constrained by provider APIs, which are outside of NinjaCat’s control.

Important considerations:

Each provider defines its own historical lookback limits
Limits can vary within the same provider
Some metrics or dimensions may only support 30, 90, or 180 days of history
Other fields may support multiple years of data

These limits are defined by provider APIs and may change over time.

Understanding “All Available Historical Data”

When NinjaCat retrieves historical data, “all available” means:

Data accessible based on:
- Provider API limits
- Specific metrics and dimensions requested
- Feature configuration (dataset, report, dashboard, etc.)
- Account tenure and system history

It does not guarantee that:

Every metric has the same historical depth
All providers support multi-year lookbacks
Data extends back to account creation

Known Limitation: Trade Desk & Simpli.fi Retroactive Accounts

There is a known limitation when working with Trade Desk and Simpli.fi.

The Scenario

Trade Desk or Simpli.fi data is already syncing in NinjaCat
A new advertiser account is added to the MCC after the initial NinjaCat connection
That advertiser contains historical data that was not previously accessible

In this case, NinjaCat cannot automatically backfill historical data for just the newly added account.

Why This Happens

For Trade Desk and Simpli.fi, retrieving historical data for a single newly added advertiser requires reprocessing data across the entire agency. This creates significant system load and must be handled manually.

What To Do

If this applies to you:

Contact NinjaCat Support or your Customer Success Manager
Provide:
- Provider name (Trade Desk or Simpli.fi)
- Account(s) requiring historical data
- Requested date range
- Business justification
Support will evaluate feasibility based on system capacity

Processing times typically range from 24–72 hours, depending on data volume.

When to Contact Support for Historical Data

You may need manual assistance if:

You need data beyond the system’s default historical behavior
Provider APIs prevented data retrieval
You notice gaps within an expected date range
A provider connection was reauthenticated and historical data is missing
You are affected by the Trade Desk or Simpli.fi limitation

Monitoring Sync Progress

You can monitor syncing from the relevant feature:

Datasets:
Data Cloud → Datasets → Sync status
Reports and Dashboards:
During generation or load time
Campaign Monitoring:
KPI and goal status indicators

Sync duration varies based on:

Number of accounts
Date range requested
Provider performance
Data volume

Key Takeaways

Connecting a data source does not trigger syncing by itself
Syncs occur only when data is actively requested
“Two years” is a common default starting point, not a hard limit
Historical depth depends on configuration, tenure, and provider APIs
Some edge cases require manual Support involvement