When adding a new channel, the system will backload historical data for each channel that is added to your account.
For a majority of the available channels, data is retrieved in reverse chronological order. This means that if a backload takes several days to complete, more recent data may begin to populate in the Incremental platform before older historical data is made available.
The table below outlines the period range that will be pulled during backloading and the approximate amount of time the backload process will take from the point you complete the steps to connect your channel to your channel data surfacing in the appropriate module.
| Channel | Backload Period | Estimated Duration |
| Amazon Advertising | 60 days | 1-2 days |
| Amazon DSP | 95 days | 1-2 days |
| Amazon Fulfillment (FBA) | N/A† | N/A |
| Amazon Seller Central | 730 days | 1-2 days |
| Amazon Vendor Central | 730 days | 1-5 days‡ |
| Facebook Ads | 730 days | 1-2 days |
| Google Ads | 730 days | 1-2 days |
| Google Display & Video 360 | 730 days¶ | 2-4 days |
| Instacart Ads | 730 days | 3-5 days |
| Instacart Retail | 730 days | 3-5 days |
| Pinterest Ads | 720 days | 1-2 days |
| Roundel Kiosk | 730 days | 3-5 days |
| Shopify | 730 days | 1-2 days |
| Snapchat Ads | 730 days | 1-2 days |
| Target Ads (via Criteo) | 730 days | 1-2 days |
| Target Retail | 730 days | 3-5 days |
| TikTok Ads | 730 days | 1-2 days |
| TikTok Shop | 720 days | 1-2 days |
| Ulta | 60 days | 3-5 days |
| Ulta Advertising (via Criteo) | 730 days | 1-2 days |
| Walmart Connect Display | 730 days | 1-2 weeks§ |
| Walmart Connect Sponsored Search | 730 days | 1-2 days |
| Walmart Luminate | 730 days | 2-4 weeks§ |
| Walmart Marketplace | 180 days‖ | 1-2 days |
| Walmart Seller-Fulfilled Inventory | 0 days‖ | N/A |
| Walmart Fulfillment Services | 0 days‖ | N/A |
† Historical inventory data from the Amazon FBA channel is not available.
‡ Amazon Vendor Central sales and inventory data is expected to take 1-2 days to backload. Financial data and promotion/subscription performance may take up to 5 days.
¶ Google Display & Video 360 historical data availability varies depending on the underlying report. See Google's documentation for more details.
§ The estimated backload duration for Walmart Luminate and Walmart Connect Display are highly dependent on the speed at which Walmart's team can process onboarding paperwork and grant Incremental API access to your vendor/advertising account.
‖ Walmart Marketplace does not provide historical buy box or inventory data.
For more information, please see our channel guides.