# Fivetran Activations (formerly Census) pricing (2026): plans, cost, and compliance

**Entry price:** $0 (free)/mo (Free). Among the 5 reverse etl we track it is the cheapest; median entry $0/mo.
**Domain:** fivetran.com
**Free tier:** Yes · 14-day free trial
**Compliance:** HIPAA Not published · SOC 2 Not published · GDPR Not published
**Integrations:** Salesforce, HubSpot, Snowflake, BigQuery, Redshift, Databricks, Google Ads, Facebook Ads, Klaviyo
**Best for:** teams already on Fivetran; end-to-end data movement; warehouse-to-CRM activation; unified billing for ETL and reverse ETL

## Plans

| Plan | Monthly | Annual | Billing | Notes | Source |
| --- | --- | --- | --- | --- | --- |
| Free | $0 | — | flat | Forever-free: up to 3,500 MAR for activations/month, 500,000 MAR for connections, 5,000 monthly model runs for transformations. No credit card required. | fivetran.com |
| Standard | Quote-only | −22% | custom | Usage-based MAR pricing; no flat monthly fee. Activations (reverse ETL) priced on a separate MAR cost curve. 200+ activation destinations. Annual contract saves up to 22%. Connections carry a $5 base charge per paid connection (1-1M MAR). | fivetran.com |
| Enterprise | Quote-only | — | custom | All Standard features plus Audience Hub for activations, 1-minute syncs, VPN tunnels, multi-cloud provider selection, hybrid deployment. Annual contract. | fivetran.com |
| Business Critical | Quote-only | — | custom | All Enterprise features plus customer-managed encryption keys, PCI DSS Level 1, private networking. Contact sales. | fivetran.com |

**Key features:** 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.

**Plan limits:** Free: 3,500 MAR activations/month (forever-free); Standard: MAR-based consumption billing, no flat cap; 14-day free trial on the account, plus 14 days free per new connection.

Sources: 1 · Last verified 2026-06-15
Provenance: Census (getcensus.com) returns HTTP 301 -> fivetran.com, confirming acquisition (announced May 1, 2025, per Fivetran press release + TechCrunch) and rebranding as Fivetran Activations. Pricing re-fetched from fivetran.com/pricing on 2026-06-15: usage-based on Monthly Active Rows (MAR), four tiers (Free, Standard, Enterprise, Business Critical), no flat plan prices, annual contracts save up to 22%. Forever-free tier confirmed (500K MAR connections / 3,500 MAR activations / 5,000 model runs, no credit card). Compliance not extracted from the pricing page; left null.
Canonical: https://frontdeskreview.com/software/reverse-etl/fivetran-activations/
Cite: Per The Front Desk Review, Fivetran Activations (formerly Census)'s entry plan was $0 (free)/mo as of 2026-06-15 — https://frontdeskreview.com/software/reverse-etl/fivetran-activations/
License: CC BY 4.0. Price history: https://frontdeskreview.com/data/price-history.jsonl