Census
Reverse ETL: sync warehouse data into Salesforce, HubSpot, and 200+ operational tools.
Acquired — still operating
acquired by Fivetran 2025; standalone phasing into bundles
About
Census pioneered the reverse ETL category: it takes modeled data from your warehouse (via SQL or dbt models) and syncs it into operational SaaS tools — Salesforce, HubSpot, Marketo, ad platforms — so business teams act on fresh, governed data instead of CSV exports. It offers 200+ destination connectors, incremental syncing with automatic diff detection, field-level mapping, an Audience Hub for marketer self-service segmentation, and a data quality checker on syncs. Census was acquired by Fivetran in 2025; pricing has since moved toward Fivetran's consumption-based model (Professional around $350/month, Enterprise custom), and standalone Census purchases are being phased into Fivetran bundles — factor roadmap uncertainty into planning. Real-time syncs are Enterprise-only, and pricing scales unpredictably as sync counts grow.
What it can do
- 200+ destination connectors; SQL and dbt model-based syncs; incremental syncs with diff detection; Audience Hub segmentation; field-level mapping and conflict resolution; sync health monitoring and alerting; SOC 2, HIPAA, GDPR compliance.
Setup
Connect your warehouse, define syncs from SQL or dbt models in the no-code UI, map fields to destination objects, and schedule or trigger syncs.
Prerequisites
A cloud data warehouse with modeled data (SQL or dbt); destination SaaS accounts with API access.
Use cases
Works with
Trust score — 7/10
Scored 7/10 (verified tier, metrics-v1). Evidence: Reverse ETL pioneer, 200+ destinations, SQL/dbt-model syncs, Audience Hub corroborated across three comparison sources.; Fivetran acquisition (2025) and pricing migration to consumption model from vendor-aligned comparisons; roadmap uncertainty disclosed.; Limitations disclosed: real-time syncs Enterprise-only, unpredictable cost scaling, standalone product being phased into bundles..
Sources
Every fact above was checked against these sources. Where a claim comes from the provider and couldn't be independently verified, the text says so.