Census

Census is a reverse ETL and data activation platform that turns the data warehouse into the source of truth for every business tool. Where traditional ETL pulls data into the warehouse, Census pushes it back out — syncing modeled tables from Snowflake, BigQuery, Databricks, or Redshift into CRMs, marketing and ad platforms, support tools, and hundreds of other destinations, so sales, marketing, and success teams act on the same governed metrics the data team already trusts.

The platform is built for reliability and self-service. Analysts define audiences and syncs using SQL or a no-code segment builder, and Census handles change detection, incremental updates, error handling, and observability so data lands accurately and on schedule. Because activation runs directly on the warehouse, Census functions as a warehouse-native, composable CDP — no duplicate customer data store required — and its lineage and monitoring give teams confidence that a field in the CRM matches the definition in the warehouse.

Census, now part of Fivetran, targets data and revenue-operations teams that want to operationalize analytics rather than leave insights trapped in dashboards. Pricing is consumption-based on monthly active rows (MAR): a free tier includes generous connection volume and unlimited users, paid Core and Professional plans start in the low hundreds per month by destinations and volume, and Enterprise is custom. It competes directly with Hightouch and overlaps with broader data-integration tools like Fivetran, Airbyte, and RudderStack.