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Database ⇄ Analytics

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

Keep Azure SQL Database and Pendo 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 Pendo

Give Pendo the users, events, and records that live in Azure SQL Database in real time, and sync the cohorts and scores Pendo computes back into Azure SQL Database where your applications read them.

A database holds the rows your business runs on: the users, events, orders, and records that every service reads and writes. Pendo is where people make sense of them, as dashboards, funnels, cohorts, and metrics. Moving the data from Azure SQL Database into Pendo usually means a hand-built extract or a change-data-capture pipeline that breaks the moment a column is renamed, and reporting that always trails last night's load.

Stacksync syncs Change tracking / CDC tables, Tables, Views, Schemas in Azure SQL Database with Features / Pages / Guides (metadata), Visitors, Accounts, Feature Events in Pendo in real time and in both directions. Operational rows flow into Pendo as they change, so dashboards read current data with no pipeline to maintain, and the segments, cohorts, or scores Pendo computes flow back into Azure SQL Database, where the applications and services that read from it get them at normal query latency. Field-level mapping, schema and type translation, and conflict resolution are handled for you.

Common use cases

  • 01 Load guide-engagement events into a reporting database to measure onboarding-flow adoption against retention and expansion.
  • 02 Export feature, page, and guide Events out of Pendo over event-time windows into Postgres or a warehouse so product usage joins with CRM, billing, and support data in SQL.
  • 03 Consolidate data from several line-of-business apps into one Azure SQL database as an integration hub.
  • 04 Feed an Azure SQL operational database with orders and inventory from an ERP in near real time.

Common sync patterns

Where Pendo builds cohorts or scores: results your services can read

Segments, cohorts, or scores computed in Pendo sync back into Azure SQL Database, where the services that read from the database act on them at query speed without calling the analytics API.

Analytics on live operational data, minus the pipeline

The users, events, orders, and records stored in Azure SQL Database land in Pendo as they change, so dashboards, funnels, and metrics run on current data instead of last night's extract.

One version of each user or account

A user, account, or record corrected in either system updates the other, so the identity your reports group by matches the identity your database stores.

What you can sync between Azure SQL Database and Pendo

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 Pendo objects How this pairing syncs
Views Read-only projections used when the sync should expose a curated shape rather than raw tables. Feature Events Click/interaction events on tagged features, read-only through the Aggregation API over an event-time window and joined to the Feature definitions. Views is specific to Azure SQL Database and Feature Events to Pendo — 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. Page Events Page-view events for tagged pages; read-only via the Aggregation API, used for adoption and path analysis in a warehouse. Schemas is specific to Azure SQL Database and Page Events to Pendo — 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. Guide Events Guide seen/advanced/dismissed and step events for in-app walkthroughs; read-only through the Aggregation API to measure onboarding flow adoption. Rows and columns is specific to Azure SQL Database and Guide Events to Pendo — 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. Poll / NPS Responses Survey answers and NPS scores captured in-app (pollEvents / npsEvents); read-only via the Aggregation API as voice-of-customer data. Stored procedures is specific to Azure SQL Database and Poll / NPS Responses to Pendo — each maps to any object or custom field on the other side.
Change tracking / CDC tables System-maintained change records used to drive incremental sync. Features / Pages / Guides (metadata) Definitions of tagged UI elements listed through the entity endpoints; read-only reference used to label and join the event streams. Change tracking / CDC tables is specific to Azure SQL Database and Features / Pages / Guides (metadata) to Pendo — 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. Visitors End-user records with agent-collected and custom fields; queried through the Aggregation API and enriched with custom fields written back via the Metadata API. Tables is specific to Azure SQL Database and Visitors to Pendo — each maps to any object or custom field on the other side.

How changes propagate between Azure SQL Database and Pendo

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 Pendo 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 Pendo through its API, with automatic retries and rate-limit backoff.

Pendo Azure SQL Database Interval-based propagation

DetectionStacksync polls Pendo for changes on an incremental schedule, reading only records changed since the previous pass. Polling - reads query the Aggregation API over event-time windows.

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

Rate-limit considerations

  • Pendo: Pendo does not publish fixed numeric limits; it throttles heavy Aggregation queries with 429s and caps/paginates large responses, so wide exports are paced and time-windowed.
What ships with Azure SQL Database ⇄ Pendo

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

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

Real-time

Two-way sync

Changes in Azure SQL Database or Pendo 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 Pendo 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 Pendo record.

Observability

Monitoring

Track your Azure SQL Database ⇄ Pendo 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 Pendo.

How the Azure SQL Database and Pendo 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

Pendo

Integration surface
Pendo Engage API (REST) on app.pendo.io (US) / app.eu.pendo.io (EU), base path /api/v1/ - Aggregation API for reads and the Metadata API for writes
Authentication
Integration key sent in the x-pendo-integration-key header, generated in Subscription Settings; keys are scoped read-only or read/write, so writes require a read/write key
Change detection
Polling - reads query the Aggregation API over event-time windows; no change-data-capture feed and no data-change webhooks. Writes go through the Metadata API on demand.
Capabilities
read · write
Rate limits
Pendo does not publish fixed numeric limits; it throttles heavy Aggregation queries with 429s and caps/paginates large responses, so wide exports are paced and time-windowed.
How it works

How to connect Azure SQL Database to Pendo — 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 Pendo 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
    Pendo connected
    OAuth 2.0
    SSH tunnel
    SSL certificate
    VPC peering
  2. 02

    Choose tables

    Pick the Azure SQL Database and Pendo 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 ⇄ Pendo
    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 Pendo
    Company company_name text
    Email email text
    Amount amount numeric
    Created created_at timestamp
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FAQ

Azure SQL Database and Pendo 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
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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 415 integrations available for Azure SQL Database and Pendo.

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