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Database ⇄ Marketing

Azure SQL Database to Iterable integration — real-time, two-way sync

Keep Azure SQL Database and Iterable in sync without custom scripts. Cut weeks of integration work, eliminate silent data drift, and give your team a single, reliable source of truth.

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Adopted by fast-scaling companies moving mission-critical data in real time

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Why teams connect Azure SQL Database and Iterable

Give your team Iterable's contacts, campaigns, and engagement in Azure SQL Database: query them with SQL, push audiences built from your own data back to Iterable, and skip the marketing API.

Iterable holds the people, audiences, and campaign activity that marketing runs on, but that data sits behind interfaces built for marketers, not for your internal systems. Engineers and analysts who need contacts, list membership, or engagement, for reporting, attribution, or product logic, end up writing integration code against a rate-limited API and maintaining it forever. Meanwhile the customer and usage data marketers want for targeting already lives in Azure SQL Database, hard to get into campaigns without manual exports.

Stacksync mirrors Lists, Catalogs, Commerce / Purchases, Export data from Iterable into Stored procedures, Change tracking / CDC tables, Tables, Views in Azure SQL Database field by field, in real time, and in both directions. Marketing records become rows your code can query and join with product and customer data; audiences and attributes computed in Azure SQL Database, from usage, orders, or account status, sync back into Iterable to drive campaigns and ads, with Iterable kept authoritative for engagement. You decide which side owns which fields, and Stacksync resolves conflicts by rules you set.

Common use cases

  • 01 Feed an Azure SQL operational database with orders and inventory from an ERP in near real time.
  • 02 Expose SaaS data (billing, support tickets) as tables in Azure SQL for reporting teams already on Microsoft tooling.
  • 03 Stream Iterable System Webhook events into a database in near real time so opens, clicks, bounces, and unsubscribes land alongside CRM contact records.
  • 04 Write list subscribe/unsubscribe changes from a CRM back into Iterable Lists so suppression and opt-in state stay current before the next send.

Common sync patterns

Engagement and results next to the customer

Opens, clicks, sends, RSVPs, or ad activity from Iterable land in Azure SQL Database beside the matching customer record, ready for reporting and revenue attribution.

React to marketing changes as row changes

A new lead, form fill, or list change in Iterable arrives as a row change in Azure SQL Database, so scoring, jobs, and notifications run in the tooling your team already uses.

Keep contact attributes consistent

Lifecycle stage, subscription status, or plan maintained on either side stays current on the other, ending exports and dual data entry.

What you can sync between Azure SQL Database and Iterable

Representative objects on each side — any object or custom field can map to any target. Schemas are auto-detected; types are converted between the two systems.

Azure SQL Database objects Iterable objects How this pairing syncs
Change tracking / CDC tables System-maintained change records used to drive incremental sync. Events Custom and system events tracked via /api/events/track and /api/events/trackBulk (up to 1000 events per call); a single user's event history is read via GET /api/events/{email}. Change tracking / CDC tables is specific to Azure SQL Database and Events to Iterable — each maps to any object or custom field on the other side.
Tables The primary sync target; rows map one-to-one to records in the paired system. Campaigns Email, SMS, push, and in-app sends; metadata and metrics read via GET /api/campaigns and /api/campaigns/metrics, created and sent via /api/campaigns/create and /api/campaigns/trigger. Tables is specific to Azure SQL Database and Campaigns to Iterable — each maps to any object or custom field on the other side.
Views Read-only projections used when the sync should expose a curated shape rather than raw tables. Templates Reusable email/SMS/push/in-app message templates with handlebars fields; read via /api/templates and per-channel get endpoints, written via /api/templates/email/upsert and the other channel upserts. Views is specific to Azure SQL Database and Templates to Iterable — each maps to any object or custom field on the other side.
Schemas Namespaces that organize tables and control which objects a sync user can reach. Lists Static subscriber lists; read via GET /api/lists and /api/lists/getUsers, with users added or removed via /api/lists/subscribe and /api/lists/unsubscribe to control who receives a send. Schemas is specific to Azure SQL Database and Lists to Iterable — each maps to any object or custom field on the other side.
Rows and columns Standard relational records with typed columns; primary keys anchor upserts. Catalogs Named catalogs of items (products, content) used for personalization and recommendations; items upserted and read via /api/catalogs/{catalogName}/items. Rows and columns is specific to Azure SQL Database and Catalogs to Iterable — each maps to any object or custom field on the other side.
Stored procedures Existing business logic that some teams invoke on write instead of direct table inserts. Commerce / Purchases Purchase and cart activity tracked via /api/commerce/trackPurchase and /api/commerce/updateCart, feeding revenue attribution and abandoned-cart journeys. Stored procedures is specific to Azure SQL Database and Commerce / Purchases to Iterable — each maps to any object or custom field on the other side.

How changes propagate between Azure SQL Database and Iterable

Each direction of the sync is driven by what the source system can signal and what the destination accepts — detection, delivery, and expected latency below.

Azure SQL Database Iterable Sub-second propagation

DetectionChanges in Azure SQL Database are captured at the source via change data capture — no polling loop against its API. Change data capture or change tracking, both supported on Azure SQL Database.

DeliveryEach detected change is written to Iterable through its API, with automatic retries and rate-limit backoff.

Iterable Azure SQL Database Sub-second propagation

DetectionIterable notifies Stacksync of record changes through webhook events. System Webhooks push email/SMS/push/in-app and custom events (send, open, click, bounce, complaint, unsubscribe) as JSON POSTs in near real time.

DeliveryEach detected change is applied to Azure SQL Database as a row-level write, with types converted between the two schemas.

Rate-limit considerations

  • Iterable: Limits are per endpoint and per project/key; exceeding one returns HTTP 429, so exponential backoff is advised. Event tracking allows far higher volume than metadata endpoints like campaigns/templates, and the Export API is throttled more tightly. Since Nov 10, 2025, passing the key in the query string or body is rate-limited more strictly than the Api-Key header.
What ships with Azure SQL Database ⇄ Iterable

Connect Azure SQL Database and Iterable for flexible, real-time data sync.

Real-time sync, workflow automation, event queues, EDI, and monitoring, for every Azure SQL Database–Iterable connection.

Real-time

Two-way sync

Changes in Azure SQL Database or Iterable instantly reflect in both systems. No stale data, no manual imports.

No-code + pro-code

Workflow automation

Trigger automated workflows whenever Azure SQL Database or Iterable data changes, update records, fire webhooks, or kick off sequences without brittle API scripts.

At scale

Event queues

Handle millions of events per minute without losing a single Azure SQL Database or Iterable record.

Observability

Monitoring

Track your Azure SQL Database ⇄ Iterable sync health, view errors, and replay failed events in one click.

Trading partners

EDI

Transform legacy EDI complexity into simple database interactions between Azure SQL Database and Iterable.

How the Azure SQL Database and Iterable connectors work

Azure SQL Database

Integration surface
SQL wire protocol (TDS), the same protocol as SQL Server; T-SQL over standard drivers
Authentication
SQL authentication (database credentials) or Microsoft Entra ID authentication
Change detection
Change data capture or change tracking, both supported on Azure SQL Database; polling as a fallback
Capabilities
read · write · CDC

Iterable

Integration surface
Iterable REST API (JSON over HTTPS): Users, Events, Campaigns, Templates, Lists, Catalogs, and Commerce endpoints, plus a bulk Export API for historical data
Authentication
API key sent in the Api-Key HTTP header (also accepted as Api_Key; the name is case-insensitive). Keys are scoped by type - Server-side, JavaScript (Web SDK), or Mobile - with optional JWT-enabled keys. US projects use api.iterable.com; EU projects use api.eu.iterable.com.
Change detection
System Webhooks push email/SMS/push/in-app and custom events (send, open, click, bounce, complaint, unsubscribe) as JSON POSTs in near real time; historical backfill and incremental catch-up run through the Export API over a date range.
Capabilities
read · write · webhooks
Rate limits
Limits are per endpoint and per project/key; exceeding one returns HTTP 429, so exponential backoff is advised. Event tracking allows far higher volume than metadata endpoints like campaigns/templates, and the Export API is throttled more tightly. Since Nov 10, 2025, passing the key in the query string or body is rate-limited more strictly than the Api-Key header.
How it works

How to connect Azure SQL Database to Iterable — three steps, no code

Configure and sync within minutes, no code. Whether you sync 50k or 100M+ records, Stacksync handles the queues, infra, and plumbing. Integrations are non-invasive and need zero setup on your systems.

  1. 01

    Connect your apps

    Authenticate Azure SQL Database and Iterable with each platform's native method — OAuth, API keys, or service accounts — plus secure options like SSH tunneling, IP whitelisting, and VPC peering.

    • OAuth 2.0
    • SSH tunnel
    • VPC peering
    Azure SQL Database connected
    Iterable connected
    OAuth 2.0
    SSH tunnel
    SSL certificate
    VPC peering
  2. 02

    Choose tables

    Pick the Azure SQL Database and Iterable objects to sync — Stacksync auto-detects both schemas, including custom fields where the platform exposes them. Sync to existing tables, or let Stacksync create new ones with ideal data types.

    • Standard objects
    • Custom objects
    • Auto-schema
    objects · Azure SQL Database ⇄ Iterable
    Customers 12,480
    Sales Orders 8,213
    Invoices 5,902
    Items 1,344
  3. 03

    Map fields

    Fields map automatically even when names and types differ. Stacksync handles transformation and type casting for you, zero configuration required.

    • Auto-map
    • Type casting
    • Transforms
    Azure SQL Database Iterable
    Company company_name text
    Email email text
    Amount amount numeric
    Created created_at timestamp
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FAQ

Azure SQL Database and Iterable integration FAQ

SECURITY

Security teams trust Stacksync

As a data company, we understand the importance of keeping your data secure. Stacksync is built with security best practices to keep your data safe at every layer, and is DPF-certified for US, EU, UK and CH data transfers.

Learn more about security
SOC 2 Type II
ISO 27001
HIPAA BAA
GDPR
CCPA
DPF US-EU-UK-CH
→ SECURITY WITH BENEFITS

SSO & SCIM

Let your users access Stacksync from your centralized user management systems. Works with Okta, Azure, Google SSO and more.

Alerts

Immediately get alerted about record syncing issues over email, Slack, PagerDuty and WhatsApp. Resolve issues from a centralized dashboard with retry and revert options.

Secure connection options

Securely connects to your systems with:

OAuth 2 SSH Tunnelling SSL certificates IP Whitelisting VPN gateway VPC peering and more

Related integrations

Every pair below is a real-time, two-way sync. Search all 403 integrations available for Azure SQL Database and Iterable.

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