Census joins Fivetran’s consumption-based pricing

Fivetran's acquisition of Census, now branded as Fivetran Activations, introduces a unified platform that simplifies customer experience by consolidating data movement and activation under a single contract with consumption-based pricing. This pricing model eliminates the previous flat fee, focusing instead on monthly active rows (MAR) to provide more predictable costs tied to data changes, such as additions, updates, or deletions. Customers can manage Connections, Transformations, and Activations with a single budget, gaining clearer visibility and easier expansion without needing sales negotiations. The streamlined approach offers free and paid plans, with 3,500 free MARs for Activations and 500,000 for Connections, encouraging testing and scaling based on specific needs. The integration allows existing and new customers to access features like reverse ETL directly through their Fivetran dashboard, with a 14-day free trial available for exploring capabilities.