High-growth enterprises choose Census:
What do you get from Census
that you can't get from Hightouch?
Built for data & business teams
Unlock powerful audience segmentation and activation without code, or manage the same resources in code to ensure security and governance.
Highest quality integrations
Sync with confidence with the fastest and most reliable connectors that scale to billions of rows — up to 40x faster than Hightouch.
Trusted data layer
Ensure data quality and rapid delivery with an entire suite of collaboration tools that enable data transformation for every team.
Why customers choose Census over Hightouch
Census
Hightouch
Pricing
Pricing
No hidden fees, flexible for multiple use cases, and scalable for growing organizations.
Quickly becomes costly for teams using more than 4 apps. Hidden fees for data volume and additional syncs.
Data Activation
Visual Segment Builder
Most intuitive point-and-click UI for marketers. Complex multi-entity segmentation across attribute and event relationships. Granular segment health analytics and warehouse writeback capabilities.
Limited ability to define and segment across relationships, and less flexible data modeling. Additional data volume fees based on the number of rows touched by any model.
One-Click Audiences
Auto-create and sync advertising audiences with just one click.
Go through the entire setup workflow every time you sync.
3rd-Party Data Enrichment
Enrich first-party data in the warehouse with 400+ million records from third-party providers Clearbit and Apollo.io. Easily build the most complete Customer 360 profiles.
Some enrichment, no transparency into data provider or data quality.
Inclusions & Exclusions
Specify inclusion or exclusion of other segments and reuse existing definitions for faster & more flexible audience building.
No functionality
Data Modeling
No-Code Data Transformation
Computed Columns enable self-serve transformations like rollups, equations, lookups, GPT, and text transforms.
Limited functionality that still requires data engineering and SQL knowledge.
Data Engineering
Sync Management API
Programmatically create, trigger, edit, and delete syncs, models, and connections.
Can only trigger syncs
Configuration as Code
GitLink makes it extremely easy to connect every change in the Census UI to a Git commit, giving you the benefits of version control, peer review, and testing for all your Data Activation workflows. Comprehensive CI Checks tell you exactly what will change.
Difficult-to-use workflow with basic CI checks that only tell you if YAML is valid or not.
Observability
Sync and Segment Logs
Census stores detailed logs of every data point and every audience synced in your data warehouse so you can query them with SQL or BI tools. No extra tools needed.
Additional fees to store logs in your warehouse, not available by default. No functionality for segment membership logs.
Sync Dry Runs
Census supports running test syncs to preview how data downstream will change, without actually changing your destination data.
No existing functionality
Support
White Glove Onboarding
Every customer has a dedicated CSM and Customer Data Architect. Our CDAs aren't your average support team, all of them used to be Heads of Data at companies like Verizon and the AMA.
Only for highest tier enterprise plans
Data Community
Join thousands of fellow data practitioners in the OA Club Slack community and get instant help and support from your peers.
No community
Security
Data stays in the warehouse by default
Rest assured that your data is safe in transit and at rest. We don't store any of your data and we can provide custom temporary storage options.
Default storage of all of your data in their S3 bucket. Using your own warehouse comes with extra fees.
“During the evaluation phase, we also looked at Hightouch and found Census to be so much more user friendly. It’s one of the best tools that I've ever used in terms of how easy it is to integrate with other tools, connect to Snowflake, and even build segments. It's literally very intuitive and it feels like the people who've created the product have really tried to put themselves in the user's shoes.”
Census is the #1 Data Activation and Reverse ETL platform
The G2 Leader in Reverse ETL, 9 quarters in a row
Braze's Technology Partner of the Year 2023
Snowflake's Partner of the Year 2024
Best Software in 2023 (IT Infrastructure)
Leader in Snowflake's Modern Marketing Data Stack
“Census is a big part of how we drive net new business and greatly reduce costs using data.”
"My favorite tool in our martech stack!!"
Allison K.
Growth Marketing Manager
"A fantastic tool that's only getting better"
Matthew C.
Marketing Measurement Lead
"Census has saved my day numerous times and they always go the extra mile"
Nikolas A.
Data Operations
"A catalyst for strategic customer engagement and data-driven decision-making"
Lior S.
VP of Data
We make it easy to switch to Census
Our Customer Success team will partner with you every step of the way to make sure you and your team are set up for long term success.
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