2025 was the year Dataslayer stopped being just a data connector platform and became something bigger.
We launched 10+ new marketing data connectors. We shipped three major destinations. We integrated AI into our core product. We renewed ISO security certifications. We scaled infrastructure to handle 200% more data. We enhanced our MMM platform with better visualizations and workspaces.
Through it all, we processed 39 million queries from marketing teams in 50+ countries who trusted us to get their data right.
This is what happened in 2025.
The Numbers That Set the Stage
- 39M+ queries processed (46% growth vs 2024)
- 68.7B rows of data returned (200% growth vs 2024)
- 93.86% customer satisfaction rate maintained year-round
- 50+ countries using the platform daily
- 10+ new connectors launched across e-commerce, retail media, and social platforms
- 3 major destinations shipped (Excel, Snowflake, Google Cloud Storage)
The growth wasn't just volume. It was complexity, sophistication, and the types of problems our users solved with their marketing data.
What We Built: Q1 Through Q4
Q1: New Connectors and Security Foundation
January: Launched Reddit Ads connector for social advertising analytics and AppsFlyer connector for mobile attribution tracking.
February:
- Renewed ISO 27001 and ISO 27701 certifications. When everyone asks for data access, we proved we could be both innovative and responsible. This changed how we approach data handling, access controls, and privacy by design.
- Launched Reddit community for users to ask questions, share solutions, and have honest conversations about data challenges.
- Launched Excel destination. It took time because Excel is the most-used data tool on the planet. Getting it right meant supporting complex workbooks, handling formulas, and ensuring performance at scale.
March: Multiple schedule support in Google Sheets. Run different queries at different times without building separate sheets.
Q2: Platform Evolution and Enterprise Scale
April: Launched Spotify Ads connector for audio advertising analytics and Google Keyword Planner connector for search keyword research.
May:
- Shipped Homepage Visual Makeover for the Dataslayer app. Complete redesign with intuitive navigation, streamlined interface, and improved user experience.
- Launched Excel connector to bring data straight from your spreadsheets and Google Merchant Center connector for e-commerce product feed analytics.
- Launched Snowflake integration. Enterprise teams could send marketing data directly to their data warehouse without custom pipelines.
Q3: Infrastructure, Speed, and AI
July:
- Shipped AI Looker Studio Analyzer. Natural language queries for Looker Studio reports. Not explaining charts but actual drill-downs based on questions.
- Launched Amazon DSP connector for programmatic advertising analytics.
July-September: Major performance improvements across the platform:
- Google Analytics 4: 31% faster (195s → 135s)
- Microsoft Advertising: 28% faster (82s → 59s)
- Google Ads: 28% faster (240s → 174s)
- TikTok Ads: 17% faster (151s → 126s)
When pulling data for 10 campaigns across 5 platforms, shaving 30 seconds per query means answers in minutes instead of half an hour.
August:
- Launched Zoho connector for CRM and marketing automation data.
- Added 2FA (Two-Factor Authentication) for all accounts.
September:
- Launched "Data Unplugged" podcast. Real conversations with marketing leaders about data challenges.
- Launched Google Cloud Storage and Database destinations. Direct cloud integration for teams running everything in GCP.
- Added connectors: OmniWallet (digital wallet analytics) & Criteo Retail Media (retail advertising networks)
Q4: AI Integration and Enterprise Tools
October: Launched MCP (Model Context Protocol) integration with ChatGPT, Claude, and Mistral. Instead of building queries or writing SQL, users could ask questions in natural language and get actual data back.
Example:
- Regular chatbot: "What's ROAS?" → Explanation
- Dataslayer MCP: "Show me Facebook campaigns with ROAS above 2.5 this month" → Actual table with campaigns, spend, revenue, ROAS
The difference: Context + Permission + Access. LLMs knows your campaigns, metrics, and data.
More in October:
- Launched ChatGPT integration, bringing conversational data access to the GPT ecosystem.
- Participated in "The Last of SaaS" event in Barcelona, connecting with the SaaS community and sharing insights on marketing data challenges.
November: Launched G2 connector for customer review and ratings data.
Morpheus: Our Marketing Mix Modeling Platform
Through the year we also enhanced Morpheus with improved visualizations, new workspace functionality, hyperparameters controls, and better performance. While Morpheus launched in 2024, this year we made it significantly more powerful with backend improvements and enhanced graphics.
Teams use Morpheus to answer:
- "What happens if I shift 20% of Meta budget to Google?"
- "Which channels drove actual revenue vs assisted conversions?"
- "Should I pause TikTok in Q1 to fund LinkedIn?"
It's making attribution analysis accessible to teams without data science resources.
What Your Marketing Data Told Us
In 2025, Dataslayer processed over 39 million queries across 50+ countries. Facebook Ads and Google Ads remained the workhorses at 63% of all queries, but the real story was in the shifts.
The Big Three: Dominance and Evolution
Google Analytics 4 queries doubled year-over-year as marketers completed their migration from Universal Analytics. By December, GA4 was our third most-used connector, processing 4.3M queries. Teams fundamentally redesigned their reporting around GA4's event-based model.
The Rising Platforms
TikTok Ads grew 64%, reflecting the platform's maturation from experimental channel to core marketing platform. Brands aren't asking "Should we try TikTok?" anymore. They're asking "How do we scale it?"
The Long Tail
Beyond the top 10, we saw growth in emerging platforms:
- Shopify (e-commerce data)
- Display & Video 360 (programmatic advertising)
- Instagram Insights (organic social)
- Pinterest Ads (visual search advertising)
Modern marketing isn't single-platform anymore. It's orchestrated across paid, owned, and earned channels.
Geographic Reach
Top 5 Countries by Query Volume:
- United States: 4.6M
- Chile: 4.3M
- Peru: 3.2M
- Colombia: 3.0M
- Australia: 2.8M
Latin America became a powerhouse. Chile, Peru, and Colombia combined for 10.5M queries, nearly matching the United States. Our Spanish-language support and local payment options paid off.
Performance and Growth
Load Time Improvements (2024 → 2025):
Monthly Growth Pattern:
51% growth from January to November. Existing teams were querying more frequently, pulling more data, building more reports. The platform became part of daily workflows, not just monthly reporting.
AI Integration: Making Marketing Data Accessible
Most AI tools can explain concepts, write SQL, or suggest strategies. But they can't access your actual data without you copy-pasting it into a prompt.
Dataslayer's MCP and ChatGPT integrations close that gap. The AI doesn't just know marketing concepts. It knows your campaigns, spend, and metrics. It's like having an analyst with access to your data warehouse, permissions, and context.
But AI is the interface, not the product.
The product is still:
- Reliable data pipelines that don't break
- Fast queries that don't time out
- Accurate numbers you can trust
AI makes that product easier to use.
Trust and Security
Renewed ISO 27001 and ISO 27701 certifications in February wasn't about checking boxes. It was about proving we take data security and privacy seriously.
When users connect their Google Ads, Facebook campaigns, and analytics properties to our platform (and now to AI assistants through MCP), trust isn't optional.
These certifications changed our approach to data handling, access controls, and privacy by design.
What We're Thinking About
2026 will be about depth over breadth. Making existing connectors faster and more reliable. Improving the experience for teams that use Dataslayer every day. Building features that solve real problems.
We'll keep listening to users. Every conversation, every support ticket, every feature request shapes what we build next.
Final Thought
There are no viral Dataslayer TikToks. No celebrity endorsements. No billion-dollar funding rounds.
We're building infrastructure. The unglamorous, essential stuff that sits between your marketing platforms and your decisions.
2025 taught us that infrastructure can have real impact when you build it right and make it accessible.
If you used Dataslayer this year, whether for a single Google Sheets report or a massive BigQuery pipeline, thank you. Your queries, feedback, and patience shaped everything we built.
2026 starts now.
Get Started with Dataslayer
Explore our platform:
- AI-Powered Data Analysis (MCP & ChatGPT) - Natural language queries for your marketing data
- Marketing Mix Modeling with Morpheus - Budget optimization and attribution analysis
- Excel Destination - Send marketing data directly to Excel workbooks
- Browse All 50+ Connectors - Facebook Ads, Google Ads, TikTok, LinkedIn, and more
Questions? Feedback? info@dataslayer.ai
