Census vs Hightouch Pricing (2026)
How do these two stack up on price? Here's what each one costs, what you get, and where the value sits.
| Census pricing | Hightouch pricing | |
|---|---|---|
| Starts at | Custom | Custom |
| Number of plans | 4 | 3 |
| Free plan | ||
| Free trial | — | |
| Pricing model | usage-based | usage-based |
Price is one row. To weigh the features too, use our feature comparison template →
Free
- 500,000 monthly active rows (MAR) for connections
- 3,500 monthly active rows (MAR) for activations
- 5,000 monthly model runs (MMR) for transformations
Standard
Popular- Unlimited users
- 15-minute syncs
- 700+ fully managed connectors
- 200+ fully managed activation destinations
- Integration for dbt Core
- Role-based access control
- Access to Fivetran REST API
- Access to SSH tunnels for encryption
Enterprise
- 1-minute syncs
- Fivetran Activations' Audience Hub
- Enterprise database connectors
- Custom roles
- VPN tunnels (annual contract only)
- SCIM/user provisioning
- Pick any cloud provider (GCP, AWS, Azure)
- Hybrid deployment option
Business Critical
- Customer-managed keys for encryption
- PCI DSS Level 1 certification
- Private networking options
Agentic Marketing Platform
- Ad Studio
- Lifecycle Studio
- AI Decisioning
- Pre-set amount of monthly personalized actions
- Integrations with any marketing platform
- Enterprise security
- Observability features
Composable CDP
- Reverse ETL Platform
- Hightouch Events
- Customer Studio
- Real-time Personalization
- Identity Resolution
- Match Booster
- Unlimited user seats
- Premium extensions
- Advanced observability
- Enterprise security
- Advanced access management
- Dedicated expert support
- Custom SLAs
- Data Agents
Basic Reverse ETL
- Up to 2 active syncs
- Unlimited destination count
- Unlimited user seats
Census vs Hightouch FAQ
- Which one is cheaper?
- One or both use custom pricing, so it depends on your specific needs.
- Can I use either one for free?
- Both offer free plans, so you can try each without paying. Start with whichever fits your workflow better and upgrade when you hit the limits.
- How do they charge?
- Both use a usage-based model, so the comparison is straightforward — it comes down to features and limits at each price point.
- Which one is a better deal?
- Depends on what you need. Census: Census plays in the middle-to-premium band of the reverse ETL space, priced to compete with Hightouch rather than DIY scripts or cheap connectors — they're betting on being the polished, enterprise-ready option rather than the budget pick. The custom-quote-everything approach signals they're chasing mid-market and enterprise data teams, not self-serve solo users. Hightouch: Free Reverse ETL undercuts anyone charging for basic sync, which pulls in price-sensitive teams and warehouse-native shops early. But once you're quoting custom pricing for the CDP and agentic tiers, they're clearly playing in premium territory against Segment and traditional CDPs, betting that AI-driven marketing execution justifies a sales-led, opaque price tag.
Still deciding? See the best Census alternatives or the best Hightouch alternatives, ranked with verified pricing.
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