--- title: "Functions" id: "94791" type: "page" slug: "functions" published_at: "2026-07-24T02:39:10+00:00" modified_at: "2026-07-24T02:42:44+00:00" url: "https://tealium.com/products/functions/" markdown_url: "https://tealium.com/products/functions.md" --- Enrichment & Orchestration # Tealium Functions: Run your logic inside the data flow ## A serverless JavaScript runtime inside the Tealium platform. Transform events in flight, call any API or model, and write results back for immediate activation. [Get a Demo](https://tealium.com/cdh-demo-2/) [Read the Developer Docs](http://docs.tealium.com/server-side/functions/) ## A Serverless Runtime Inside Your Customer Data Layer Tealium Functions is a serverless environment for writing and running JavaScript directly on the Tealium platform. Write a function, pick its trigger, and it executes against live events and visitor profiles. Tealium hosts, scales, and monitors it. ## One Runtime. Three Points in the Data Flow. ### Put your logic exactly where the data flow needs it. ### Before Processing Data transformation functions modify, validate, or correct events as they arrive, inside a 150 millisecond execution budget. ### After Processing Event and visitor functions fire the moment an event or profile is processed, with full access to the visitor object. ### In the Activation Path Data record functions retrieve, augment, and deliver data inside cloud activation pipelines on the way to downstream systems. ## What You Build With Functions ### Customize Any of 1,300+ Integrations Apply your own logic before activation to reshape payloads, meet partner-specific requirements, and keep every connector fitting your stack. ### Build Integrations That Don't Exist Send event or visitor data to any API-accessible system, without waiting on a vendor roadmap or an integration request. ### Validate Events Before They Spread Transform, standardize, and correct data at the point of collection so downstream systems receive events that already match their schemas. ### Enrich Profiles From Systems Outside Tealium Query loyalty platforms, inventory, fraud scores, or any external API in real time and write the answer back to the profile. ### Protect Sensitive Data in Flight Hash, encrypt, or obfuscate PII with crypto libraries built into the runtime before data reaches any destination. ### Automate the Work Between Tools Route events dynamically, filter test traffic, and run campaign operations logic in code instead of standing tickets. ## Built for Production Scale ### Runtime GraalVM JavaScript engine. ECMAScript 2020-compatible code. ### Triggers Event, visitor, data transformation, and data record functions. Manual test invocations supported. ### Throughput Up to 250,000 transformation invocations/min and 180,000 event or visitor invocations/min, per account. Scaling is automatic. ### Execution Transformation functions complete within 150ms. Event, visitor, and data record functions get up to 10 seconds per invocation. ### Function Size Up to 64 KB of code per function (roughly 1,500 lines) with 32 MB of memory per invocation. ### Connectivity Outbound HTTP requests to any API-accessible system. ### Libraries Java-backed crypto and hashing library, Crypto-ES, and TweetNaCl for authenticated encryption and signatures. Standard console API for logging. ### Tooling In-platform code editor, test runs, live logs, per-function statistics, version history, and a save-and-publish workflow. ## What Teams Do First ### 01 Customize a Personalization Integration (Marketing) Alaska Airlines wrote code in a day to send a broader set of events to its personalization tool. ### 02 Standardize Partner Payloads (Data & Analytics) Reshape events to each partner's spec before delivery, with no middleware layer to maintain in between. ### 03 Enrich Experiences With External Data (Marketing) Meridian Energy queries outside databases through third-party APIs to personalize web experiences with data beyond the CDP. ### 04 Hash and Obfuscate Regulated Data (Privacy & Compliance) Apply encryption or hashing before data leaves for any destination, so regulated attributes never travel in the clear. ### 05 Score Customers With Your Own Model (AI & Engineering) Invoke churn, propensity, or recommendation models where they live and activate the score in the same moment. ### 06 Route Debug Traffic Out of Production (Data & Analytics) Filter test events into monitoring and logging workflows so production data stays clean. ## Bring Your Own Model ### A model creates value when its output reaches a live customer moment. Functions bridges the model you already built to the profile Tealium already maintains. ### Call Any Model at the Moment of Inference Invoke models in Snowflake, Databricks, SageMaker, BigQuery, or OpenAI with real-time event and visitor data. ### Write Scores Back to the Profile Model outputs land on the profile as first-class attributes, ready for segmentation, suppression, and activation in the same second. ### Keep the Model Where You Built It No replication, no new pipeline, no re-training migration. The model stays in your environment and Tealium brings it to life. [Explore Tealium for AI](https://tealium.com/platform/tealium-for-ai/) ## Custom Logic, Shipped #### Customized an existing personalization integration in a single day, bringing in a broader set of events to improve the customer experience. ### We were able to write some code in a day to customize the integration and bring in a broader set of events. ##### Joshua Benard Product Manager, Alaska Airlines #### Developed, tested, and stood up real-time external data enrichment in hours rather than weeks. ##### Meridian Energy ## Why Teams Build Here Instead of Around the Platform ### No Infrastructure to Run No servers, queues, or deployment pipelines. Write the function in the platform and Tealium hosts, scales, and monitors it. ### Logic Runs Where the Data Already Is Functions execute in-stream against live events and profiles, so there is no export loop and no sync lag. ### Live in Hours, Not Release Cycles Customers stand up working use cases in a day or less, without waiting on Tealium's roadmap or their own backlog. ### Governed Like the Rest of the Platform Version history, publish workflows, logs, and per-function statistics keep custom code visible and auditable. ## Questions Teams Ask Before They Build ### Do we need JavaScript experts to use Functions? No. Functions are small blocks of code, capped at roughly 1,500 lines, and most run far smaller. The built-in editor ships with templates, test invocations, and live logs, so a developer who writes basic JavaScript can ship one in an afternoon. ### Is Functions a separate product we have to buy? No. Functions is included with the Tealium platform. ### What can a function connect to? Any system you can reach over an API: internal services, partner endpoints, loyalty and inventory platforms, fraud systems, and model endpoints such as SageMaker, OpenAI, Snowflake, and Databricks. ### How is this different from a connector or a webhook? Connectors deliver data in a fixed shape. Functions add programmable logic around that delivery. Reshape the payload, validate it, enrich it, or send it somewhere no connector exists. ### Can it handle enterprise event volume? Yes. Transformation functions run up to 250,000 invocations per minute inside a 150 millisecond execution budget, and scaling is automatic. ### How do we keep functions from becoming shadow code? Every function lives in the platform with version history, publish workflows, logs, and per-function statistics. Your admins see exactly what runs, where, and how often. ## Related Resources [Documentation Functions Learn More](http://docs.tealium.com/server-side/functions/) [Guide Create a Function for AI Activation Learn More](http://docs.tealium.com/guides/function-for-ai-activation/) [Blog 7 Use Cases for Tealium Functions You Should Know Learn More](https://tealium.com/blog/company/7-use-cases-for-tealium-functions-you-should-know/) [Product Enrichment & Orchestration Learn More](https://tealium.com/platform/enrichment-orchestration/) [Product Tealium for AI Learn More](https://tealium.com/platform/tealium-for-ai/) ## Flexibility for your full stack #### See how teams turn edge cases into production use cases with a few lines of JavaScript. [Get a Demo](https://tealium.com/cdh-demo-2/) ### Submitted! Thank you!