Today we’re excited to release our self-service Event Forwarding UI — an enhanced capability within Snowplow’s Customer Data Infrastructure (CDI) that enables teams to deliver behavioral data to downstream tools in real time.

With this release, you can now configure and manage setups directly from the Snowplow Console, starting with out-of-the-box destinations for Braze and Amplitude, with more to come soon.

Event Forwarding allows data and analytics teams to act on behavioral data as it happens, powering campaign triggers, real-time analytics, and event-driven operations without adding new infrastructure or introducing latency.
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Why Use Snowplow for Real-time Event Forwarding

As customer experiences become increasingly dynamic, the ability to operationalize data in real time has become a critical capability for modern data teams. Until now, this has required trade-offs between speed, governance, and operational overhead.

Teams often rely on:

• Batch-based reverse ETL tools, which introduce sync delays that make real-time activation difficult.
  
• Server-side tag managers or custom APIs, which are complex to deploy and difficult to maintain.
  
• Packaged CDPs, which abstract away control, reducing flexibility and trust in the underlying data.

Event Forwarding eliminates these trade-offs by extending Snowplow’s trusted, scalable pipeline directly to your operational tools, all from within your own managed cloud environment.

The result: a faster, more controlled way to power real-time operations and analytics.

What’s Available

1. Self-Service Configuration in the Snowplow Console
Create and manage data forwarding workflows directly in your Snowplow environment, removing the need for Google Tag Manager (GTM) Server-Side or custom code. Define which events to send, apply transformations, and monitor delivery, all in a few clicks, without having to deploy and manage your own infrastructure.

2. Flexible Transformations to Streamline Connections
Give teams the flexibility to shape and filter data using custom JavaScript expressions directly within the Console. Define precise logic for which events to forward, how to map fields to destination schemas, and apply real-time transformations without additional tooling.

3. Out-of-the-Box Destinations for Braze and Amplitude
Send enriched behavioral events to Braze for instant campaign and Canvas triggers, or stream real-time data into Amplitude for real-time journey analysis and cohort updates. These integrations are ready to use with minimal setup, bringing immediate value to downstream marketing and product operations.

4. Low-Latency Delivery with Governance Built In
Deliver validated Snowplow events to supported HTTP API destinations in real time, with latency measured in seconds from event tracking to delivery. Every event passes through Snowplow’s existing governance and schema validation, so teams can trust that data quality, lineage, and compliance are never compromised.
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Why Customers Are Excited

Early adopters in our design partner program saw immediate impact across key workflows, including:

• Real-time campaign and journey triggers: Deliver enriched behavioral events to Braze and Amplitude within seconds, enabling personalized messaging and lifecycle campaigns that react instantly to customer actions.
  
  
• Smarter analytics and segmentation: Stream high-quality, schema-validated event data into Amplitude for deeper funnel analysis, audience updates, and experimentation—all built on a consistent behavioral data foundation.
  
  
• Operational efficiency and reliability: Eliminate redundant integrations, manual Lambda deployments, and GTM Server-Side maintenance while improving delivery reliability and reducing ongoing engineering effort.
  
  
• Unified data quality and governance: Maintain a single, trusted data source across analytics and operational tools, ensuring consistency and compliance from collection through to delivery.
  
  

Looking Ahead

The GA release introduces Braze and Amplitude destinations out-of-the-box. We’re thrilled to extend our real-time pipes to these industry leading solutions, but this is just the beginning of our ecosystem support.

We’re already expanding coverage to additional downstream systems across analytics, marketing and advertising, event streaming platforms, and more exciting SaaS destinations. Stay tuned for more releases in the near future! 
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Get Started

Event Forwarding is now available for Snowplow BDP Cloud and Private Managed Cloud customers running pipelines on AWS or GCP.

Reach out to our team if you would like to see a demo or explore the Event Forwarding documentation to learn more.