Fivetran Activations — Product Documentation (2026)

source.fivetran-com.docs-activations-2026 ↗

Fivetran Activations is the reverse ETL product acquired from Census in May 2025 and integrated into the Fivetran platform. Enables no-code, automated reverse ETL pipelines that sync data from a source data warehouse or data lake to destinations such as CRMs, marketing platforms, and support tools. Fivetran's combined connector library (ingestion + activation) exceeds 700. Billing uses a MAR-based consumption model with separate meters for connection MAR, activation MAR, and transformation MMR. One of the first platforms to cover both ELT ingestion and reverse ETL activation in a single product.