Miro consolidates third-party data ingestion and offloads pipeline maintenance with Airbyte

Company Size

1,800+ employees

Region

Global (co-headquartered in San Francisco and Amsterdam)

Industry

Software / Visual collaboration (SaaS)

Sources

Salesforce, Google Ads, Meta (Facebook) Ads, and other marketing platforms

Destination

Snowflake

Tech Stack

• Source(s): Salesforce, Google Ads, Meta (Facebook) Ads, and additional marketing platforms
• Destination(s): Snowflake
• ELT (third-party ingestion): Airbyte (migrated from Stitch)
• Orchestration: Airflow
• Transformation: dbt
• Reverse ETL / activation: Hightouch (plus internal custom tooling)
• First-party processing: Databricks (feeding into Snowflake)
• Custom: Internally managed "data integration containers" for select first-party and bespoke sources

Key Results

• Consolidated third-party data ingestion into a single managed layer feeding Snowflake, replacing Stitch
• Offloaded the work of building and maintaining third-party connectors from the Data Products team, reducing day-to-day support burden
• Delivers marketing and CRM data into Snowflake so go-to-market teams can run attribution and act on customer signals
• Fits cleanly into Miro's existing modern data stack alongside Airflow, dbt, and Hightouch

About Miro

Serving more than 100 million users in 250,000 organizations, Miro is an AI innovation workspace that empowers cross-functional groups to flow from early discovery through to final delivery on a shared, AI-first canvas. From small teams running product development initiatives to Fortune 500 companies collaborating end-to-end across their entire organization, Miro offers tools to support all sizes and types of projects. That means its platform is an active, constantly evolving product with a wide variety of features. Today Miro serves tens of millions of users and more than 250,000 organizations worldwide, including a large share of the Fortune 100. As the platform has scaled, so has the data that powers its go-to-market and product decisions, placing a premium on a reliable, low-maintenance way to bring third-party data together.

A growing data platform outgrows its legacy ingestion tool

Inside Miro's engineering organization, the Data Products team owns the data platform end to end. "My team is called Data Products, and we own data ingestion, orchestration, warehouse, storage, and export of data at Miro, both first-party and third-party," says Maria Carrillo Minulina, Data Engineering Manager at Miro.

Airbyte sits at the third-party ingestion layer of that platform. The team pulls in a range of external sources, then enriches and transforms that data in Snowflake to power reporting and insights for the rest of the company.

Before Airbyte, Miro ran its third-party ingestion on Stitch. Over time the team ran into a steady stream of issues that translated into real operational overhead. The goal of moving on was straightforward: bring everything into one place and run it with less hands-on maintenance.

"We wanted to consolidate all of our ingestions into a single place, and do it in a more seamless manner where it would have less of a support burden on the team."

A managed ingestion layer that frees the team to focus elsewhere

With Airbyte, Miro routes its third-party sources, including Salesforce and a set of marketing platforms such as Google Ads and Meta Ads, into Snowflake, where the data is transformed with dbt and orchestrated through Airflow. The team made a deliberate architectural choice to keep their own bespoke integrations in internally managed containers rather than rebuild them, using Airbyte specifically for the third-party connectors it covers out of the box.

For a team that owns the platform, the clearest benefit is what it takes off their plate. "The big win is that it alleviates the support burden," says Maria. "We could do this on our own, but that would represent an increased support burden for the team, managing all of these connections."

"When things run as they should, it's just something we don't have to worry about. It just seamlessly happens."

Reliable data that powers go-to-market decisions

The downstream payoff lands with the teams that consume the data. By keeping third-party data flowing into Snowflake on schedule, Airbyte lets analysts and go-to-market teams work from a current picture without the platform team hand-holding each pipeline.

"With Airbyte ensuring the data is there in a timely manner, that it's not corrupted, and that the connectors are doing what they're supposed to do, it allows the rest of the org to consume this data and derive insights," says Maria.

In practice, that data underpins marketing attribution and customer signals. It helps Miro's marketing teams understand where their spend is working and where to invest next.

Less to maintain, more to build on

For Miro's Data Products team, the value of Airbyte shows up as absence: connectors that run quietly in the background, data that arrives where it needs to be, and engineering time that can go toward the platform rather than toward keeping ingestion alive.

"When things run as they should, it's just something we don't have to worry about."