Fivetran Activations
Composable CDP by FivetranSummary
Fivetran Activations (formerly Census) is a managed reverse ETL and data activation product that syncs modeled data and segments from a data warehouse or lake into 200+ business tools such as CRMs, marketing and advertising platforms. It is part of the Fivetran data movement platform alongside ELT connectors and transformations, and includes Audience Hub, a visual segment builder for marketers. The architecture is composable: data stays in the customer's warehouse, which acts as the source of truth.
Entry price: Free plan; paid plans on request. Documented data blocks: 6 of 8. AllCDP Global Index: 6.2 of 10, #57 of 121 in the rating.
AllCDP Global Index
Full rating| Component | Weight | Score |
|---|---|---|
Use casesShare of six typical tasks covered by declared features: unified customer profile, segmentation, ad audiences, journey orchestration, personalization and real-time | 20% | 4.2 |
Data and architectureIdentity resolution, real-time profiles, warehouse-native work or reverse ETL, computed attributes and predictive models | 20% | 5.0 |
IntegrationsUp to 4 points for integration methods (SDKs, API, warehouse sync, reverse ETL) and 0.5 points for each ready-made connector from our reference list of 22 systems, up to 6 | 15% | 9.0 |
Security and complianceSOC 2 Type II, ISO 27001, GDPR, HIPAA, a choice of data hosting regions, SSO, SCIM and audit log | 15% | 10.0 |
TransparencyUp to 6 points for documented data blocks (of 8), 2 for public pricing, 1 for a free plan or trial and 1 for public API or SDK documentation | 15% | 6.5 |
Activation channelsOwn email, SMS, push and in-app messages, and audiences for Google, Meta, TikTok and LinkedIn ads | 10% | 5.0 |
CommerceProduct catalog, product events, recommendations and search | 5% | 0.0 |
Scores are from 0 to 10 and count only what the vendor documents publicly. Methodology.
Who it fits
Best for
- Teams that keep customer data in a cloud warehouse and want to use it without copying
- Teams that want to start on a free plan
- Healthcare teams that need HIPAA support
Not a fit for
- Teams that want to send email or SMS from the same tool: no own channels documented
Pricing
Billing unit: Monthly Active Rows (MAR) for activations https://fivetran.com/docs/activations/activations-faq
| Plan | Price | What is included |
|---|---|---|
| Free | Free | Up to 3,500 MAR for activations (plus 500,000 MAR for connections, 5,000 model runs) https://www.fivetran.com/pricing |
| Standard | Contact sales | Usage-based; 200+ activation destinations, 15-minute syncs, RBAC, REST API https://www.fivetran.com/pricing |
| Enterprise | Contact sales | Usage-based; adds Audience Hub, 1-minute syncs, SCIM, choice of cloud provider, hybrid deployment https://www.fivetran.com/pricing |
| Business Critical | Contact sales | Usage-based; adds customer-managed keys, PCI DSS Level 1, private networking https://www.fivetran.com/pricing |
- Public pricing
- No: contact sales
- Free plan
- Free plan: 3,500 MAR/month for activations
- Free trial
- 14-day free trial for each new activation
Integrations
Connectors
200 connectors listed by the vendor https://www.fivetran.com/data-movement/activations
Ready-made, from our reference list:Integration methods
- SDKs
- Not documented
- API
- Declared
- Warehouse sync
- Declared
- Reverse ETL
- Declared
Features
As declared by the vendorData
4 of 10Identity resolution | Not documented |
|---|---|
Real-time profilesLive Syncs: single-second latency for streaming use cases (Census engine)Source: https://www.fivetran.com/blog/why-fivetran-and-census-are-joining-forces | Declared |
Web events | Not documented |
Mobile app events | Not documented |
Server-side events | Not documented |
Offline data | Not documented |
Computed attributesDatasets built with SQL or from dbt models, Sigma, Looker; no dedicated computed-traits feature documentedSource: https://fivetran.com/docs/activations/datasets/overview | Partly |
Predictive models | Not documented |
Warehouse-native (zero-copy)Activation sources include Snowflake, BigQuery, Databricks, Redshift; segments built directly on the warehouseSource: https://fivetran.com/docs/activations/sources/available-sources | Declared |
Reverse ETLCore product: managed reverse ETL from warehouses, lakes, databases and CSVSource: https://fivetran.com/docs/activations | Declared |
Activation
5 of 9Journey orchestrationAudiences only, sent to other tools: Audience Hub visual segment builder syncs segments to marketing and ad tools (Enterprise plan)Source: https://fivetran.com/docs/activations/audience-hub | Declared |
|---|---|
Email | Not documented |
SMS | Not documented |
Push | Not documented |
In-app messages | Not documented |
Google Ads audiencesGoogle Ads destinationSource: https://fivetran.com/docs/activations/destinations/available-destinations | Declared |
Meta audiencesFacebook Ads (Meta) and Facebook Product Catalog destinationsSource: https://fivetran.com/docs/activations/destinations/available-destinations | Declared |
TikTok audiencesTikTok destinationSource: https://fivetran.com/docs/activations/destinations/available-destinations | Declared |
LinkedIn audiencesLinkedIn destinationSource: https://fivetran.com/docs/activations/destinations/available-destinations | Declared |
Integration methods
2 of 3SDKs | Not documented |
|---|---|
APIActivations API V2 (V1 retired January 15, 2027)Source: https://fivetran.com/docs/activations/census-migration-faq | Declared |
Warehouse syncBidirectional pipeline with Fivetran connectors (ELT into the warehouse, rETL out)Source: https://fivetran.com/docs/activations/activations-faq | Declared |
Security and compliance
8 of 9SOC 2 Type IISOC 2 Type 2 audit report available to customers / under NDASource: https://fivetran.com/docs/activations/misc/security-and-privacy | Declared |
|---|---|
| Declared | |
GDPRActivations compliant with GDPR and EU-US Data Privacy FrameworkSource: https://fivetran.com/docs/activations/misc/security-and-privacy | Declared |
CCPA / CPRAActivations compliant with CCPASource: https://fivetran.com/docs/activations/misc/security-and-privacy | Declared |
HIPAAHIPAA compliant; Fivetran signs a BAASource: https://fivetran.com/docs/activations/misc/security-and-privacy | Declared |
| Declared | |
| Declared | |
Audit logAudit logs (Census governance features)Source: https://www.fivetran.com/blog/why-fivetran-and-census-are-joining-forces | Declared |
Consent management | Not documented |
Data hosting regionsUS, EU, UK, APAC, OtherSource: https://fivetran.com/docs/security-and-privacy/privacy | Declared |
Commerce
0 of 4Product catalog | Not documented |
|---|---|
Product events | Not documented |
Recommendations | Not documented |
Search | Not documented |
Pros, cons and what to check
Pros
- Free plan available
- Free trial: 14-day free trial for each new activation
- SOC 2 Type II and ISO 27001 declared
- Choice of data hosting regions: US, EU, UK, APAC, Other
- Warehouse-native: Activation sources include Snowflake, BigQuery, Databricks, Redshift; segments built directly on the warehouse
- 200 connectors
Cons and what to check
- Pricing is not published; billing unit: Monthly Active Rows (MAR) for activations
Questions to ask the vendor
- What is the price for our volume, and which unit is billed (the vendor names Monthly Active Rows (MAR) for activations)?
- Can we review the latest SOC 2 Type II report under NDA?
- Which connectors for our stack are built and maintained by you, and which by partners?
- How long does a typical implementation take, and who does the work?
Alternatives to Fivetran Activations
All composable CDPsHow it differs from alternatives
Compared with RudderStack (Global Index 8.0): Fivetran Activations offers UK, APAC data hosting, ISO 27001 and a higher security and compliance score; RudderStack offers published pricing and higher use cases, data and architecture, integrations, transparency and commerce scores.
Compared with DinMo (Global Index 7.9): Fivetran Activations offers a free plan, a free trial and a higher security and compliance score; DinMo offers its own journeys and higher use cases, data and architecture and commerce scores.
Compared with Hightouch (Global Index 9.1): Fivetran Activations offers a free trial and UK data hosting; Hightouch offers its own journeys, own email, SMS, push and in-app messages and higher use cases, data and architecture, integrations and activation channels scores. Hightouch vs Fivetran Activations (Census)
| Platform | Global Index | Category | Entry price | Compliance | Data hosting | Own channels |
|---|---|---|---|---|---|---|
 RudderStackRudderStack | 8.0 | Composable CDP | From $265/mo | SOC 2, HIPAA | US, EU | None documented |
 DinMoDinMo SAS | 7.9 | Composable CDP | Contact sales | SOC 2 | EU | None documented |
 HightouchHightouch | 9.1 | Composable CDP | Free plan; paid plans on request | SOC 2, ISO 27001, HIPAA | US, EU, APAC, Other | Email, SMS, Push, In-app |
 Uniphore CDP AgentUniphore | 5.9 | Composable CDP | Contact sales | SOC 2, ISO 27001 | US, EU | Email, SMS |
 MeiroMeiro Pte. Ltd. | 8.5 | Composable CDP | Contact sales | Not documented | US, EU, UK, APAC, Other | Email, SMS, Push |
 Rokt mParticleRokt | 7.3 | Packaged CDP | Contact sales | SOC 2, ISO 27001 | US, EU, APAC | None documented |
Availability in Russia (for reference, not part of any rating): no data.
FAQ
What is the AllCDP Global Index of Fivetran Activations?
Fivetran Activations scores 6.2 out of 10 and ranks #57 of 121 platforms in the AllCDP Global Index. The index is calculated from public vendor data only.
How much does Fivetran Activations cost?
Fivetran Activations has a free plan; paid plans are priced on request. Billing unit: Monthly Active Rows (MAR) for activations. Checked Oct 29, 2026.
Is Fivetran Activations SOC 2 compliant?
Yes. The vendor declares SOC 2 Type II and ISO 27001.
Where is Fivetran Activations data hosted?
The vendor lists hosting in US, EU, UK, APAC and Other.
Does Fivetran Activations work with a data warehouse?
Activation sources include Snowflake, BigQuery, Databricks, Redshift; segments built directly on the warehouse.