“How current is this number?” has a precise answer in TrackIQ rather than a general one, and it is per source rather than per account.

**Settings → Connections** shows it. Everything else in this article is about why the sources differ.

[Watch the walkthrough](https://kb.trackiq.com/kb-assets/kbvideo-freshness-explainer-6cb3f0b6.mp4)

*Prefer to watch? Sixty-two seconds on per-source freshness, and why fresh is not the same as final.*

## **Where to look**

![Each connected source carries its own last-synced time](/kb-assets/shot-conn2-brands-cfd7d8.png)

Each connected account shows a badge per source with how long ago it synced — **SP** for Seller data, **ADS** for advertising, and so on.

Two badges from a healthy account might read **SP 16 mins ago** and **ADS 46 mins ago**. That gap is not a fault. It is the normal state, and it is the single most useful thing on the page.

## **Four sources, four cadences**

| Source | What it carries | Arrives |
|---|---|---|
| **Seller (SP)** | sales, orders, inventory, traffic | through the day |
| **Advertising (ADS)** | Sponsored Products, Brands, Display | through the day, **behind sales** |
| **Amazon DSP** | display and video | daily |
| **AMC** | new-to-brand, paths, time to conversion | **monthly** |

Plus one that is not a connection at all:

**Search Query Performance** publishes **weekly**, in Sunday-to-Saturday cohorts. See **SQP Is Weekly**.

## **Why advertising always trails sales**

Amazon makes advertising reporting available later than sales reporting. Nothing in TrackIQ can shorten that.

The practical consequence is one you will meet on your first day: **look at today, and sales will be ahead of ads.** A dashboard where ad spend looks suspiciously low against revenue for the current day is almost always this, not a problem.

Judge a day once both have landed.

## **The other lag: attribution**

Sync freshness and attribution are different things, and conflating them causes most “my numbers changed” questions.

**Sync** is *has the data arrived?* **Attribution** is *has Amazon finished deciding what it means?*

Amazon credits a sale back to an advertisement within a window — **7 days** for Sponsored Products, **14 days** for Brands, Display and DSP. So a fully-synced figure from three days ago is still going to change, because the window has not closed.

**A number can be perfectly fresh and still not final.** See [**Why SP, SB and SD Numbers Don't Add Up**](https://kb.trackiq.com/hc/knowledge-base/articles/why-sp-sb-and-sd-numbers-dont-add-up).

## **A practical rule for date ranges**

| If you want | Use |
|---|---|
| A trend | any range — ignore the last day or two |
| A figure you will quote | a period that closed **over 14 days ago** |
| Today's trading | sales only, and check again tomorrow |

The right-hand edge of every daily chart is unreliable, on every screen. It is not a bug and it does not need reporting.

## **Reading the badges**

| What you see | What it means |
|---|---|
| Minutes or a few hours ago | working normally |
| Days ago, and not advancing | **expired** — reauthorise |
| No timestamp at all | never completed a first sync |

Note the date a timestamp stopped. It usually matches the day your charts started falling, which confirms the diagnosis before you change anything. See [**Fixing a Broken or Expired Amazon Connection**](https://kb.trackiq.com/hc/knowledge-base/articles/fixing-a-broken-or-expired-amazon-connection).

## **Day one is quiet, and that is correct**

Amazon delivers history over a period rather than in one go, so a new account fills in over days rather than minutes.

**AMC will be empty until Amazon's next monthly delivery.** **SQP will be empty until the next weekly publication.** Neither is broken. See [**Why AMC Data Is Monthly and Sometimes Empty**](https://kb.trackiq.com/hc/knowledge-base/articles/why-amc-data-is-monthly).

## **The brand toggle**

The **Brands & marketplaces** panel has a toggle per brand that controls **whether its data syncs at all**, with a **Show: All / Active** filter above the list.

Worth knowing, because a brand toggled off will look exactly like a brand whose connection has broken — no fresh data, no error. If a whole brand has gone quiet, check the toggle before the timestamp.

## **Asking instead of looking**

**Aria** answers *“how fresh is my data, by source?”* directly, which is quicker than navigating to Settings when you are mid-analysis. See [**Aria Prompt Library**](https://kb.trackiq.com/hc/knowledge-base/articles/aria-prompt-library).

## **Related**

- [**Why Do My Numbers Not Match Seller Central?**](https://kb.trackiq.com/hc/knowledge-base/articles/why-dont-my-numbers-match-seller-central) — when a figure disagrees.
- [**Time to Conversion: Checking Your Attribution Window**](https://kb.trackiq.com/hc/knowledge-base/articles/time-to-conversion) — why recent days under-report.
- [**Search Query Performance Is Weekly: Reading Week Cohorts Correctly**](https://kb.trackiq.com/hc/knowledge-base/articles/sqp-is-weekly-reading-week-cohorts) — the source with its own cadence.