Census vs Hightouch For ETL/ELT in 2025

Census syncs data from your data warehouse to SaaS apps like Salesforce and Hubspot, while Hightouch offers a platform for marketing and personalization, enabling companies to run campaigns and build AI agents. In this article, we'll compare Census and Hightouch to see which one is the best ETL solution for your stack.

What are Census and Hightouch?

Census

Census is a Reverse ETL platform that syncs data from your data warehouse to SaaS apps like Salesforce, Hubspot, and ad platforms.

It ensures that your business tools are always up-to-date with the latest information from your data warehouse.

Hightouch

Hightouch is a reverse ETL and AI platform crafted for marketing and personalization, allowing companies to uncover insights, execute campaigns, and develop AI agents using their data.

It features an AI Decisioning Platform for lifecycle marketing and a Composable Customer Data Platform (CDP) that is adaptable, secure, and quick to deploy, built on top of a data warehouse.

Feature-by-Feature Breakdown: Alternatives & Competitors

Features
Sync to Warehouse (ETL/ELT)
Sync from warehouse (Reverse ETL)
Sync directly between SaaS Applications
Self-Hosted Option
High-Scale Database CDC
2-way, Read +Write Environment as Terraform
Real-time SOQL Transformations on Salesforce
Workspaces
Entity-level RBAC Permissions
Built for Enterprise Use Cases
Support Chat Reply in Minutes from Actual US-based Engineers
First-class API with Native Clients
White-label API with Auth-handling
Robust Connectors, None in Beta Version
Fast Turnaround Time on New Connectors
Straightforward Pricing (Easy to Understand)
Polytomic
Census
Hightouch

Compare Census and Hightouch

Census

Hightouch

Key Features

  • Sync data from your warehouse to various tools (Reverse ETL)
  • Utilize workspaces for better organization
  • Leverage a white-label API for seamless integration

Key Features

  • Sync your data using Reverse ETL
  • Focus on AI capabilities and personalized marketing
  • Start with a free tier

Limitations

  • Limit on the number of synced fields for the Professional plan
  • Pricing model not based on scale (per field pricing)
  • Enterprise plan needed for syncs more frequent than every 15 minutes
  • Unable to sync to data warehouses

Limitations

  • Does not support syncing to data warehouses (No ETL)
  • Excess features and pricing for just Reverse ETL
  • Lack of unlimited workspaces

Pricing

Census provides three primary pricing options: a limited free plan, a Professional plan beginning at $350 per month, and customizable Enterprise plans. For real-time sync capabilities and access to their "Audience Hub" features, the Enterprise plan is necessary.

Pricing

Hightouch's Starter Plan includes a free tier at $0 and a paid tier at $350 per month, billed annually with a 20% discount.

For larger teams, the Business Plan offers custom pricing tailored to specific needs, featuring unlimited user seats and advanced personalization features.

Reviews

Census has an overall rating of 4.5 out of 5 stars. Some users find Census to be expensive, especially for scaling companies.

There are mentions of feature limitations and missing features. A few users noted that some functionalities, like on-the-fly transformations, are lacking in certain pricing tiers. One review mentioned that the tool is still young and has limited connections to SaaS tools. Check out more of their reviews here.

Reviews

Hightouch has an overall rating of 4.6 out of 5 stars. Some users have mentioned that the pricing model can be expensive, especially for startups or when the paid solution is used extensively.

There are comments about the learning curve and the need for better error handling and debugging processes. The UI is sometimes described as confusing and not very intuitive. Error reporting, especially for large batches, needs improvement. Check out more of their reviews here.

WHICH ONE SHOULD YOU CHOOSE?

Why customers are switching to Polytomic

Polytomic unifies ETL/ELT, Reverse ETL, and database CDC into a single platform—so your data moves in and out of the data warehouse without relying on multiple vendors.

  • Built for Data Teams: Consolidate your ETL and Reverse ETL needs with one solution. Polytomic handles high-throughput CDC streaming, full SQL transformations, and support for infrastructure-as-code.
  • RevOps and Marketing-Friendly: Launch data pipelines to your CRM and ad platforms in minutes with an intuitive UI, plus advanced tools like live SOQL transformations on Salesforce data.
  • API for AI & Product Teams: Deliver embedded customer integrations via our white-labeled native API. Polytomic supports seamless syncing into customer CRMs and data warehouses with built-in auth and integrations with the whole GTM stack.
  • Enterprise-Grade: Deploy on-prem or in the cloud, manage complex orgs with multi-tenant workspaces and fine-grained RBAC permissions, and cut costs by 30–50% through platform consolidation. Backed by fast, responsive support from real data engineers.

What is Polytomic?

Polytomic

Polytomic combines high-scale ETL, Reverse ETL, and CDC streaming in a single platform so you can move data to and from your data warehouses, databases, CRMs, finance applications, marketing tools, and APIs, without managing brittle pipelines or multiple vendors.

Data teams appreciate our single ETL platform with unified monitoring to centralize all data movement. We have full SQL support and first-class support for infrastructure-as-code.

RevOps and marketing teams use our no-code UI to quickly and independently set up syncs for product data to their CRM and ad platforms.

Built for enterprise scale, Polytomic can be self-hosted, handles billions of rows reliably, and has multi-tenant workspaces with fine-grained access controls.
Trusted by Data and ops teams
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All the features you need, on the platform that does it all

Replace multiple vendors

Reduce costs and simplify workflows

One platform for all syncs

ETL, Reverse ETL, CDC, iPaaS, APIs, and spreadsheets

Sync only what’s changed

Save on API limits and compute costs

Point and click

Select and filter your data without writing code

SQL query support

Powerful transformations when you need them

Pull from any API

No more glue code for custom integrations

Self-hosting available

Turnkey deployment to your private cloud

Enterprise-ready

SOC 2, GDPR, permissions, and audit logs

Move data between all of your favorite tools

Sync any of your proprietary data to and from your databases, data warehouses, spreadsheets, and business systems.
See all integrations
"Polytomic’s customer support has been unbelievably great. The level of consistent, immediate responsiveness has been a huge benefit to us. It’s clear that Polytomic invests in the success of our business in a way that most companies talk about but don’t actually do. More than just support, we feel we have a thought partner."
Jonathan Krangel
Director of Revenue Operations
@Retool

Pricing begins at $500/month

Standard

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Book call

Everything in Basic, plus:

  • Sync to and from databases, warehouses, spreadsheets, apps, and APIs
  • Multiple sync destinations
  • Live chat support

Enterprise

Let’s chat
Book call

Everything in Standard, plus:

  • On-prem deployment
  • Single sign-on (SSO)
  • Dedicated engineer
  • Phone support
Get hands-on with Polytomic
See how easy it is to sync data to the tools your team actually uses—no code, no waiting.
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Frequently Asked Questions
What is the difference between ETL and Reverse ETL?
ETL / ELT move data into a warehouse (ETL transforms first, ELT transforms after load). Reverse ETL sends modeled warehouse data back out to SaaS apps like Salesforce so teams can act on it. Think “data warehouse as a destination” vs. “data warehouse as a source.”
How can Polytomic do both ETL and Reverse ETL when other tools can't?
Polytomic was designed from the start to do both ETL and Reverse ETL. While they are both "moving data", they require different technical architectures. WIth Polytomic, you can replace a multi-vendor stack with a single contract.
How frequent should my data syncs be?
Higher cadence means more API calls, warehouse credits, and compute, so start with the slowest interval that meets your SLA and tighten only where ROI is clear. Polytomic’s continuous mode runs as fast as every 5 minutes; for most revenue-ops or analytics cases, 15-min, 30-min, hourly, or daily schedules are cheaper and plenty fresh. We can help you determine what's best for your needs.
Why does quality of customer support matter?
When every pipeline fuels dashboards, campaigns, and revenue ops, downtime or mis-configured syncs have a direct cost. Polytomic’s proactive, engineer-led support responds in minutes to your message, not hours or days. We cut spend through proactive tuning of sync cadence and warehouse usage. We ship new connectors and features on request, quickly and reliably.
What is Fivetran?
Fivetran is a data integration platform that automatically syncs data from various sources into your data warehouse for easy analysis.