May–July 2026 Product Updates: New Connectors, Reverse ETL, and Lineage Improvements

New connectors, faster activation, and tighter monitoring shipped across Matia from May through July. See what's live and what's coming next.
Or Dubinksy, Head of Product, Matia
August 14, 2026
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min read

New Connectors

Over a dozen new source connectors shipped this quarter, covering AI ad platforms, enterprise search, survey and research tools, and HR systems. A few call outs, the email connector pulls attachments straight into your warehouse instead of requiring manual forwarding. And the Claude Platform connector lets teams leaning into Claude run analytics on their own usage data.

Reverse ETL Updates

Meta Ads Destination lets you build a custom audience during setup instead of creating it separately first. Klaviyo is a new destination. StackAdapt now supports additional objects for ad-tech activation. And you can now use S3 as a reverse ETL source, so data landing there doesn't just sit unused.

  • Meta Ads Destination — Create a Custom Audience in Meta directly during setup. (Reverse ETL)
  • Klaviyo — New marketing automation destination. (Reverse ETL)
  • StackAdapt — Updated streams for ad-tech activation. (Reverse ETL)
  • S3 as a Reverse ETL source — Activate data that lands in S3 instead of leaving it there. (Reverse ETL)

ETL Automation and Filtering

A completed Snowflake sync can now trigger a downstream Snowflake Task automatically. No separate orchestration tool required. And Datadog customers can filter what's ingested using Datadog's own native syntax, instead of pulling in all logs by default.

  • Snowflake Tasks as a post-run action — A completed sync triggers a Snowflake task automatically, no separate orchestration tool required. (ETL)
  • Datadog — Filter what gets ingested using Datadog's own native syntax, instead of ingesting all of it by default. (ETL)

Data Quality and Lineage

Custom SQL monitors now support investigation queries and breached row analysis, so you can see the specific rows behind an alert instead of just the fact that it alerted. Lineage error nodes help too: when a referenced node can't be found, usually a permissions issue, it now shows up as an error instead of failing silently. And if Omni is your BI layer, catalog lineage now extends into it, so you can trace a number on a dashboard back to the model that built it.

  • Custom SQL monitors: investigation queries and breached row analysis — See the exact rows that triggered a monitor breach. (Observability)
  • Lineage error nodes — When lineage can't find a node, it now shows up as an error instead of disappearing silently. (Catalog)
  • Omni — Catalog lineage extends into Omni. (Catalog)

BigQuery: Three Pillars, One Connector

BigQuery on Matia now also supports observability, lineage, and reverse ETL on top of ETL. This expansion enables full end-to-end visibility into your BigQuery data, from the moment it lands to the moment it's activated downstream, all without stitching together a separate tool for every stage. No more piecing together your BigQuery stack from three different vendors just to know where your data came from and whether it's still trustworthy.

Enterprise Security and Procurement

Matia now supports customer-managed encryption keys, for security reviews that start with who holds the keys. Matia is also available on Google Cloud Marketplace, so GCP customers can buy through existing procurement and committed spend.

  • CMEK support — Customer-managed encryption keys, for security reviews that start with who holds the keys. (Platform)
  • Google Cloud Marketplace — Buy Matia through existing GCP procurement and committed spend. (Platform)

Coming Soon: Matia MCP

Matia MCP connects your AI tools straight to your governed data, so a question becomes an answer without detouring through five systems. It's in private preview now, get Early Access.

We're a unified DataOps platform built for the AI era by combining the power of ETL, Reverse ETL, Observability, and Catalog, because it sucks to have disparate systems and no control over your data stack.

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