Census
Reverse ETL tool that syncs warehouse data into CRMs and marketing apps, now Fivetran Activations
Updated · AppBreakup editorial · Web
Census has been acquired. Fivetran announced on 1 May 2025 that it signed an agreement to acquire Census, according to Fivetran's press release.
Is Census free?
Free plan, plus paid plans
- Free plan:
- 3,500 MAR for activations
Checked on Census's site Nov 8, 2026
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About Census
Census is a reverse ETL and data activation tool: it takes modelled data from a warehouse such as Snowflake, BigQuery or Databricks and keeps it in sync with business tools like Salesforce, HubSpot, ad platforms and support systems. Data teams define syncs with SQL or dbt models, and marketers can build audiences without SQL in a visual audience hub. Fivetran agreed to acquire Census in 2025, and the product now lives inside Fivetran as Fivetran Activations; the getcensus.com site redirects there. Activations come with more than 200 pre-built destinations and are priced by monthly active rows on Fivetran's usage-based plans, which include a free tier for low volumes and a free trial for each new activation. It suits data teams that already centralise data in a warehouse and want those numbers to show up in the tools sales, marketing and support use daily, particularly if they also use Fivetran for ingestion.
Best for: Data teams pushing warehouse data into CRM, ads and support tools, especially Fivetran users.
Census pricing (checked Nov 8, 2026)
Each line is quoted from Census's own site, with the page it came from.
| Plan or term | What it says | Checked | Source |
|---|---|---|---|
| Free plan | 3,500 MAR for activations | Nov 8, 2026 | fivetran.com |
Pros and cons
What works
- 200+ pre-built activation destinations
- No-SQL audience builder for marketers
- One bill with Fivetran ingestion
Why people leave
- No longer a standalone product or brand
- Monthly active row pricing can be hard to forecast
- Requires a cloud data warehouse as the source
Census vs Hightouch, Airbyte and Segment
From each app's listing and the prices verified on its own site. A dash means we haven't verified it yet.
Top Census alternatives
See all 5- 1
Hightouch68.8Independent reverse ETL and composable CDP with a broad destination list and marketing features.
- 2
Airbyte66.2Open-source data movement with self-hosting, adding warehouse-to-app syncs alongside its ELT connectors.
- 3
Segment64.8Event collection plus audiences and warehouse syncs, for teams that want a classic CDP.
- 4
RudderStack61.8Warehouse-native event pipelines and reverse ETL with an open-source core.
- 5
Rivery51.2ELT platform with reverse ETL built in, so ingestion and activation share one tool.
Why people left Census
In reviewers' own words, from reviews of the apps they moved to. These are their opinions, not ours.
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Census: common questions
What is Census?
Census: Reverse ETL tool that syncs warehouse data into CRMs and marketing apps, now Fivetran Activations. Best for data teams pushing warehouse data into CRM, ads and support tools, especially Fivetran users. Available for Web.
Is Census free?
Census has a free plan and paid plans. Free plan: 3,500 MAR for activations (checked on Census's own site).
How much does Census cost?
Census is free with paid plans. Free plan: 3,500 MAR for activations. Checked on Census's own site, November 2026.
Is Census open source?
No, Census is not open source. Open-source alternatives include Airbyte.
What platforms does Census run on?
Census is available for Web.
What are the best alternatives to Census?
The highest-ranked Census alternatives right now are Hightouch, Airbyte and Segment. See the full ranked list for pricing, platforms and verified facts.
Census vs Hightouch: what's the difference?
Both Census and Hightouch are free with paid plans. Both run on Web.