Connecting an integration is instant. From the start you see your data and the first signals — but the reading gains precision over time, as we learn the specific context of your business. This article explains that rhythm, so you don’t jump to conclusions in the first few days.

The information we show depends on two things: how much data we can read (sync) and how much history we have to compare against (context). Both grow over time.

The real timeline

First hours

As soon as you connect an integration, a historical sync starts in the background. Depending on the source, we can pull up to 13 months of data — which takes anywhere from a few minutes to a few hours to complete.

During this period, Pulse is already accessible and you can start exploring it. Some blocks may appear marked “Preparing” — that’s normal, the data is still coming in.

First 24 to 48 hours

When the historical sync finishes, we calculate the first Momentum. From this point on, there’s a visible number at the top of Pulse, and the groups corresponding to the connected integrations start showing readings.

At this stage you already see an initial snapshot of your business. Signals start coming in, and Intelligence is available so you can ask questions about what’s already synced. What we don’t yet have is enough reference to distinguish normal variation from real deviation — that comes with time.

First 7 to 14 days — calibration

This is the period when the system learns your pattern. Every day that passes, we learn from your data what’s normal for you — there are no pre-defined rules, because no two businesses are alike.

Alerts start making sense from this stage, but they should be read with some margin — we’re still calibrating.

From 30 days — full reading

From here onward, on average, we already have enough context about how your business operates. With that foundation, we detect trends, contextualise metrics, and distinguish expected variations from real deviations more reliably.

There are exceptions: highly seasonal businesses — peaks at specific dates, high vs low season, one-off launches — only show their full pattern after we’ve seen at least one complete cycle. The more history, the better the reading.

What you can do in the meantime

There’s nothing you need to do while the data is still arriving — we sync in the background, multiple times a day. But there are three actions that accelerate the value you’ll get from the tool:

Connect the remaining integrations that apply to your business. The more sources connected, the more complete the cross-reading — and the sooner Momentum reflects the full picture.
Try Intelligence. Even with partial data, you can ask questions in natural language about what’s already synced. It’s a good way to understand what we know so far.
Keep up your marketing rhythm. Campaigns, posts, content — this is when the system learns your natural flow. The more active your day-to-day, the richer the context the system builds.

Summary

Value starts immediately: as soon as you connect the first integration, you see data, ask Intelligence questions, and receive the first signals. What evolves over time is precision — the system gradually learns your context, and once we have enough context the readings become calibrated with the way your business actually operates.

This isn’t a product limitation. It’s the natural time any system needs to learn what’s normal for a business it has never seen before.

Next steps

Reading Pulse groups — understand what each group shows and how they relate.
What is Momentum? — understand the score that summarises your business state.

What to expect in the first days