February 2026

Activations

Activations, the integration of Census into Fivetran, is now available for all users. With Activations, you can configure managed, automated reverse ETL pipelines without writing code. It activates data from a centralized source of truth, such as a data warehouse, and delivers insights directly into the business tools where your teams make decisions. Pair Activations with Fivetran’s ELT capabilities to create bidirectional, end-to-end data pipelines within a single platform. Learn more in our Activations documentation.

Activations offers several key self-service features:

• Reverse ETL pipelines: Sync data from a centralized source of truth, such as a data warehouse or data lake, back into business tools where your teams take action. These include CRMs, support platforms, marketing platforms, and other SaaS applications.
• Data transformations and enrichment: Create and enrich datasets for your business teams without having to write SQL queries.
• Audience Hub: Create, test, and analyze marketing audience segments directly on top of your data warehouse.

Get started in the Activations tab of the Fivetran dashboard. Activations follows the Fivetran usage-based pricing model.