In Q1 2025, MetaRouter shipped a major round of updates focused on improving how data is validated, routed, and deployed. Whether you’re enforcing stricter standards with Schema Enforcement, streamlining operations with our new pipeline page, or decoupling your Sync Injector from Analytics.js, this release is all about giving teams more clarity and control. Combined with powerful new integrations, it’s a step forward in building scalable, compliant data flows.

Sync Injector-Only File Support

You can now build and deploy Sync Injector on its own- without bundling it into an Analytics.js tracking file. This is ideal for teams that want to inject IDs into their own data layer and send events via an existing event stream, without adopting the Analytics.js spec.

Pipeline Management Refresh

We’ve redesigned how you build, manage, and deploy pipelines—creating a cleaner, more scalable foundation for the future. This upgrade improves usability today while unlocking support for upcoming features. Coming soon!

Schema Enforcement - Violated Event View

We’ve enhanced Schema Enforcement with a new “View Payload” feature that gives admin users direct visibility into the event payloads that trigger schema violations. This restricted view allows analysts and engineers to quickly understand what went wrong by exposing the full event, violation type, and affected properties in context—all in a dedicated interface designed for rapid triage and resolution.

New Integrations

We’re expanding how and where you can activate high-quality data. New server-side integrations with Iterable, Moloco, Microsoft Ads, and more help reduce client-side complexity while enabling smarter marketing, attribution, and analytics. Whether you’re sending events to ad platforms or warehousing in Redshift, MetaRouter now supports more use cases out of the box.

MetaRouter’s Iterable integration is now live. It supports server-side delivery of email and hybrid events, including track calls, cart updates, and purchases. The integration also enables user identity resolution by merging anonymous and known profiles. Documentation

Capture key shopper behaviors with MetaRouter’s Moloco integration. Events like page views, product interactions, and purchases are sent server-side using persistent identifiers and device details. This supports personalized ad delivery and campaign optimization while minimizing client-side dependencies. Documentation

MetaRouter’s AWIN integration enables seamless server-side conversion tracking for affiliate campaigns. It captures key identifiers like awc and gclid, supports flexible event mapping, and transmits detailed transaction and product data. The integration also includes support for commission groups, voucher codes, and geo-reporting to align with AWIN’s tracking and attribution standards. Documentation

MetaRouter’s Microsoft Ads integration supports server-side delivery of web events such as page views, purchases, and cart interactions. It captures the Microsoft Click ID (msclkid) for conversion attribution and supports user identification with hashed identifiers. Referrer, page URL, and user agent data are included to enhance attribution and tracking accuracy. Documentation

MetaRouter’s Firehose integration enables a seamless path to Amazon Redshift for real-time data warehousing. Data is streamed through Kinesis Firehose, buffered, and temporarily stored in S3 before being reliably loaded into Redshift using the COPY command. This setup ensures scalable, fault-tolerant delivery without the need for complex intermediary services. Documentation

MetaRouter’s Button integration enables server-side purchase tracking for mobile commerce. It captures order details, hashed email, and attribution identifiers like btn_ref, formatting data to match Button’s requirements. The integration also distinguishes between app and webview transactions while ensuring accurate reporting with converted purchase values. Documentation

Identity Syncs

We’re strengthening identity resolution with new sync capabilities that make it easier to unify customer profiles across platforms. With expanded support for partners like Merkle and Acxiom, MetaRouter helps you create a persistent, cross-channel view of your users—boosting personalization and attribution accuracy.

MetaRouter now supports identity syncing with Merkle. Once activated, this integration retrieves and stores the Merkury ID and confidence score, enabling persistent user identification. The Merkury ID can then be used across other vendor integrations for cross-platform identity resolution. Documentation