What We Shipped in Q2
Q2 was our biggest quarter yet. You can now turn anonymous purchase data into known-customer identity with Connection Profiles, query your retail data in plain English with the new Subtotal Data MCP, and reach shoppers at two new major retailers. We also rebuilt large parts of the Dashboard and rolled out new integrations. Here's a look at what shipped, biggest updates first.
Connection Profiles
For every linked account, you now get verified consumer identity, including name, email, mobile number, postal code, and account-created date, alongside purchase metrics like brand-purchase rate, across all supported retailers.
That turns anonymous purchase data into known-customer identity you can match to your CRM, build audiences from, and sync into the tools you already use. You can pull Connection Profile data through the API, listen for it via two new webhook events (connection.profile.created and connection.profile.updated), view it in a new profile tab in the Dashboard, or sync it directly into Klaviyo, Attentive, and Braze.
Subtotal Data MCP
The Subtotal Data MCP is now live in production. You can query your retail purchase data in plain English through Claude, OpenAI, and other MCP-compatible tools, secured with standard OAuth 2.1.
That means you can activate your data in the tools you already use — no SQL required, no waiting on an analyst.
Two New Retailers: Costco and Dick's Sporting Goods
You can now connect Costco and Dick's Sporting Goods accounts, and both cover in-store and online purchases.
In-store plus online means a fuller view of your shoppers' wallets, not just the slice that happens on one channel.
Braze, Okendo, and Smile Integrations
You can now connect Braze, Okendo, and Smile, with configurable per-action setup also rolled out for Rivo and Yotpo.
That means you can activate your purchase data in the marketing and loyalty tools you already use.
Redesigned Homepage and New Brands & Products Pages
You can now explore performance by brand and product directly in the Dashboard, with a redesigned homepage plus dedicated Brands and Products pages.
That means you can answer "how's my brand doing" without pulling in an analyst.
Custom Date Filtering
You can now filter the Dashboard by custom date ranges, in addition to the existing category and retailer filters, so you can look at exactly the window that matters, not just the presets.
Self-Serve Usage and Billing
You can now see live usage gauges and billing information directly in the Dashboard, so you always know where you stand without asking your account contact.
More Reliable Account Linking
You'll see higher connect success on Target, Walmart, Sephora, Instacart, and Ulta, thanks to reliability improvements across the account-linking flow.
Higher connect success means more data flowing in from the traffic you're already sending.
More Accurate Product Data
Every product now carries a top-level category, and brand attribution is more accurate, including for licensed and secondary brands.
Top-level categories mean you can segment and report without manual cleanup. Better attribution means you can trust the numbers.
This is only a snapshot of what we shipped in Q2. You'll also find a long list of smaller improvements across the platform, APIs, integrations, infrastructure, and developer tooling. We'll be back with more updates as Q3 progresses. In the meantime, if you have questions about anything above or want to get started, book a demo with our sales team or sign up.
