You can now export audience membership changes directly from flows, enabling real-time activation of segment enter and exit events to downstream systems. This opens up new use cases for triggering actions in external systems the moment a user enters or leaves an audience.
You can now restrict OAuth authorizations to a single ad account across all major advertising platforms: Google Ads, LinkedIn Ads, Facebook Ads, TikTok Ads, and Microsoft Ads. This prevents accidental cross-account data access when multiple client ad accounts are accessible under one set of credentials. This is especially important for agencies managing campaigns on behalf of multiple brands, ensuring that audience data is only shared with the intended ad account.
A new export integration enables you to send first-party conversion events directly to Microsoft Advertising via the Conversions API.
Several privacy and compliance capabilities have been strengthened. GDPR delete operations now include audit logging for a complete compliance trail, and they also remove data from Lytics' attribute store to ensure complete data erasure. The identity delete status API now includes queue and request timestamps for better tracking. Additionally, Amazon DSP exports now support consent signals (amazonUserData and amazonAdStorage), and GA4 export error messages automatically redact secrets.
The Pinterest Conversions API integration has been upgraded with batched API calls for better performance and reliability, as well as support for additional conversion types beyond the initial set. These improvements mean more efficient Pinterest conversion tracking with broader coverage of your conversion events.
You can now export event-level and purchase data to Braze, going beyond simple audience syncing. This enables more sophisticated trigger-based campaigns within Braze and allows for direct revenue attribution, giving your marketing team more levers for personalized messaging.
The geolocation function now returns zip codes alongside other location data, enabling more granular location-based audience segmentation and targeting.
A new option for quiet time windows lets you drop events entirely instead of queuing them. This gives you more precise control over message suppression behavior -- choose whether suppressed messages should be delivered later or simply discarded.
Three new capabilities give you deeper control over personalization journeys. The Flow States API is a new endpoint that exposes personalization keys, enabling external systems to query what personalization state a user is in. Flow Exit APIs provide programmatic control over when and how users exit flows. And Pathfora now supports targeting on-site experiences based on a user's personalization key. Together, these let you coordinate experiences across channels -- for example, showing a specific web experience to users who reached a certain stage in an email campaign.
You can now configure Quiet Hours within Lytics jobs â giving you control over when outbound event syncs are allowed to run.
