Matia Embedded

What is Matia Embedded?

Matia Embedded is Matia's self-service layer for productizing data pipelines. Instead of your team manually configuring integrations for every customer inside the Matia dashboard, you let your customers connect and configure their own side of the pipeline - right inside your product's UI.

It comes in two flavors, depending on which side of the pipeline your customer is configuring:

	Customer configures...	See
Embedded ETL	Their own source (Salesforce, Postgres, Shopify, Stripe, etc.) that feeds into a destination you already manage	Embedded ETL
Embedded RETL	Their own destination (HubSpot, Salesforce, Facebook Ads, etc.) that receives data from a source you already manage	Embedded RETL

Both flavors work the same way under the hood: you create an integration draft through the Matia API, Matia hands back a secure, hosted setup UI (a connector card), your customer authenticates and configures their side of the pipeline, and the finished integration runs on Matia's standard engine - same observability, sync modes, and governance as anything configured directly in the Matia dashboard. This isn't a thin API wrapper; it's the real pipeline, just with a different door in.

The General Flow

1. Your backend calls the Matia API to create an integration draft, referencing whichever side of the pipeline you already manage (an existing source for Embedded RETL, or an existing destination for Embedded ETL) and describing the side your customer will configure.
2. Matia returns a secure, hosted setup URL - the connector card. This URL is valid for 24 hours.
3. You embed (iframe) or redirect the user to that URL inside your application.
4. Your customer authenticates and configures their side of the pipeline directly against the connector card - you never see or handle their credentials.
5. On completion, they're redirected to the redirectUri you provided in step 1, and the integration appears in Matia, ready for review.

Your backend            Matia API                  Your product UI              Customer
     │                       │                             │                          │
     │  1. create integration draft                        │                          │
     ├──────────────────────>│                             │                          │
     │  <── connector card URL (valid 24h)                  │                          │
     │<──────────────────────┤                             │                          │
     │  2. embed/redirect to connector card                 │                          │
     ├───────────────────────────────────────────────────────>                        │
     │                       │       3. customer authenticates & configures ─────────>│
     │                       │                             │<─────────────────────────┤
     │                       │       4. redirect to redirectUri                       │
     │                       │                             │<─── back to your app      │
     │                       │  5. integration is live in Matia, ready for review       │

Authentication

All requests to the Matia API require an API key. Keys are generated and managed in the Matia dashboard and must be stored on your backend only - never expose API keys in client-side code.

What's True Regardless of ETL or RETL

• The setup URL expires. If your customer doesn't finish within 24 hours, you'll need to generate a new draft.
• You never touch their credentials. The whole point of the embedded flow is that the connecting user authenticates directly, inside the connector card. Your backend only ever handles the configuration (which source/destination, mappings, schedule), not secrets.
• It's the same engine. Embedded integrations get the same sync history, observability, error handling, and platform features as any integration configured directly in Matia - nothing is a stripped-down version.
• Review before you trust it. Whichever side gets auto-configured (schema/streams for ETL, field mappings for RETL), plan for a review step after the customer finishes setup rather than assuming everything landed correctly.

See Also

• Embedded ETL - endpoint, request fields, and examples for embedding source connections
• Embedded RETL - endpoint, request fields, and examples for embedding destination connections