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.
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
- Pre-set amount of monthly personalized actions
- Integrations with any marketing platform
- Enterprise security
- Observability features
Composable CDP
- 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: Opaque custom pricing across all paid tiers signals they're not trying to win on being the cheapest option — they're positioning against tools like Hightouch and Segment as a data activation layer for teams already invested in a modern data stack. The free tier and 14-day trial per connection are the low-friction entry points to get teams hooked before the sales motion kicks in. Hightouch: Hightouch is positioning as the premium, warehouse-native alternative to legacy CDPs like Segment or mParticle — they're not competing on price, they're competing on architecture. The free tier undercuts traditional CDPs on entry cost, but the custom pricing on upper tiers signals they're hunting mid-market and enterprise deals where ACV justifies a sales motion.
Keep tabs on both.
We'll monitor pricing changes for Census and Hightouch and let you know when something moves.