Best Reverse ETL · head-to-head
Fivetran Activations (formerly Census) vs Hightouch
A sourced, side-by-side comparison for reverse etl. Fivetran Activations (formerly Census) has the lower entry price. Every figure links to the vendor's own page and the date we captured it.
At a glance
- Price: Fivetran Activations (formerly Census) $0/mo vs Hightouch $0/mo — Fivetran Activations (formerly Census) is cheaper to start.
- Free tier: Fivetran Activations (formerly Census) Yes; Hightouch Yes.
- HIPAA: Fivetran Activations (formerly Census) —; Hightouch Yes.
Side by side
| Fivetran Activations (formerly Census) | Hightouch | |
|---|---|---|
| Entry price | $0/mo (Free) | $0/mo (Free) |
| Free tier | Yes | Yes |
| HIPAA (BAA) | — | Yes |
| SOC 2 | — | Yes |
| GDPR | — | Yes |
| Best for | teams already on Fivetran | enterprise marketing teams |
Sources — Fivetran Activations (formerly Census): fivetran.com (verified 2026-06-15). Hightouch: hightouch.com (verified 2026-06-15).
Key features
Fivetran Activations (formerly Census): Unified ETL + reverse ETL on one platform; MAR-based consumption pricing; 200+ activation destinations via former Census technology; Audience Hub for segment-based activation on Enterprise
Hightouch: Composable CDP with a la carte product mix; AI Decisioning and Agentic Marketing Platform; Identity Resolution and Match Booster; Warehouse-native real-time personalization