Operations · RevOps and data sync
Census (now Fivetran Activations)
Reverse ETL from your warehouse into business tools, now part of Fivetran
At a glance
Census was a reverse ETL platform that synced modelled data from a warehouse such as Snowflake or BigQuery into tools like Salesforce and HubSpot. Fivetran agreed to acquire Census in May 2025, and the product now sits inside Fivetran as Fivetran Activations, with getcensus.com redirecting to Fivetran.
- Category
- RevOps and data sync
- Best fit
- Mid-market · Enterprise
- Pricing
- See pricing below
- In Adam’s stack
- No
Who Census (now Fivetran Activations) is best for
Companies already using, or planning to use, Fivetran to load data into a warehouse that also want to push that data back into CRM, marketing and support tools from the same vendor.
Key features
- Activation syncs from warehouse to business apps
- 200+ managed activation destinations on paid plans
- Audience Hub for building segments on Enterprise
- Combined with Fivetran's ingestion connectors in one platform
- 14-day free trial on each new activation
Why it’s worth it
Having ingestion and activation from one vendor means one contract and one place to manage data flowing in and out of the warehouse.
Things to consider
- Pricing is based on monthly active rows, which can be hard to forecast as data volumes grow
- Former Census customers should check how features and contracts carried over into Fivetran
- Requires a data warehouse and someone comfortable with data modelling
Census (now Fivetran Activations) pricing
Pricing as published by Census (now Fivetran Activations)
Usage-based on monthly active rows (MAR), with the per-unit rate falling as volume grows. Free plan includes 3,500 MAR for activations. Standard includes 200+ activation destinations; Enterprise adds Audience Hub. Each new activation has a 14-day free trial. Annual contracts discounted from 5% up to 22%.
Source: fivetran.com/pricing. Checked 8 October 2026. Prices change often, so confirm on the vendor’s site before you buy.
Alternatives to Census (now Fivetran Activations)
Other tools listed under RevOps and data sync. Tools from Adam’s stack are marked.
Syncs data between databases, warehouses and business apps
Mid-marketEnterpriseLogs sequencer activity from email and LinkedIn tools into your CRM
SMEMid-marketReverse ETL and audience activation from your warehouse
Mid-marketEnterprise
FAQ
Census (now Fivetran Activations): common questions
Is Census still available?
Census is now part of Fivetran after Fivetran agreed to acquire it in 2025. Its reverse ETL functionality is offered as Fivetran Activations, and the Census website redirects to Fivetran.
What is reverse ETL?
Reverse ETL copies cleaned data from a warehouse back into operational tools such as a CRM or ad platform, so sales and marketing teams can act on it.
Census vs Hightouch?
Both started as reverse ETL tools. Census is now bundled into Fivetran's data movement platform, while Hightouch has expanded into a marketing-focused composable CDP with audience building and AI decisioning.
Can’t find a tool that fits?
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