Product News

Announcing Census Embedded: Seamlessly embed Reverse ETL in your platform or product

Will Voutier
Will Voutier November 15, 2023

Today we’re excited to announce Census Embedded, enabling any business to offer best-in-class Reverse ETL capabilities directly within their customer-facing application. Designed with developers in mind, it ensures an effortless and secure embedding process.

For companies that work with their customers’ data, such as data providers, agencies, and SaaS platforms, Census Embedded Reverse ETL makes data sharing easier than ever. 

Our Embedded release includes Census Connect, a new client-side workflow that streamlines the collection of end-user credentials and programmatically creates Reverse ETL pipelines. See how it works in this demo video:


Use Cases for Embedded Reverse ETL 

If you’re a business that works with customer and client data, effective data sharing is the key to success. However, building and managing custom integrations is manual and resource-intensive.

In-house development of just three Reverse ETL connectors can take over 6 weeks and $24,000, plus infinite costs for troubleshooting failures and staying up-to-date with API changes. More and more, companies are looking to automate resource-intensive processes that aren’t core to their business. That’s why we built Census Embedded.


Effortless data activation with Embedded Reverse ETL

Census Embedded enables you to instantly connect to 200+ SaaS tools and data sources, without the burden of managing pipelines and customer credentials. 

Benefits of Census Embedded

200+ Integrations

Census Embedded provides over 200 Reverse ETL connectors out-of-the-box.

  • Data destinations include customer-facing tools across CRM, marketing automation, advertising, customer success, product, finance, productivity, and more.
  • Data sources include 25+ cloud data warehouses, data lakes, transactional databases, event streams, and cloud storage.

Census Embedded Reverse ETL can help you get data into your product from your customers’ data warehouses or push your data into their apps.

Your Product, Our Pipelines

Your users never leave your platform, so their user experiences are seamless with your brand. Focus on building your product and onboarding customers, and let Census manage APIs, pipeline performance, and scalability for you.

Enterprise Security

Census does all the work of managing user credentials with guaranteed SOC2, GDPR, and HIPAA compliance. Also, we provide built-in alerting, monitoring, and observability so you don’t need to maintain custom code.


How does Census Embedded work?

Census Embedded includes a new Census Connect authorization flow with end-to-end encryption. Let customers authorize access to their applications, entirely on their own, from your user interface. 

Using Census Embedded with Fivetran

A number of early adopters are already using Census Embedded and Powered by Fivetran together to offer seamless ETL and Reverse ETL capabilities from their applications. Need to both pull and push data from Salesforce and HubSpot? Want to send your product usage data to your customers’ data warehouses as well as import? Reach out to our team to learn how Census Connect and Fivetran Connect Cards can be set up to work together, giving your customers a one-stop-shop for data in your app.

Monitoring Syncs

Census Embedded also comes with transparent management and monitoring, using either the Census API or web interface. Each customer gets their own workspace, syncs, and connections, so you can easily diagnose and resolve issues.

You can get started with Census Embedded manually via the Census UI, or programmatically via the management API. Check out our developer quick start guide or demo application for more details. 

Get Started

As part of our mission to make data activation automated and reliable, we’re proud to help every company and agency maximize the value of their customers’ data with Embedded Reverse ETL.

We can’t wait to see what the community builds on top of Census.

Ready to get started? Sign up for a free onboarding here. 🎉


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Sync data 100x faster on Snowflake with Census Live Syncs
Sync data 100x faster on Snowflake with Census Live Syncs

For years, working with high-quality data in real time was an elusive goal for data teams. Two hurdles blocked real-time data activation on Snowflake from becoming a reality: Lack of low-latency data flows and transformation pipelines The compute cost of running queries at high frequency in order to provide real-time insights Today, we’re solving both of those challenges by partnering with Snowflake to support our real-time Live Syncs, which can be 100 times faster and 100 times cheaper to operate than traditional Reverse ETL. You can create a Live Sync using any Snowflake table (including Dynamic Tables) as a source, and sync data to over 200 business tools within seconds. We’re proud to offer the fastest Reverse ETL platform on the planet, and the only one capable of real-time activation with Snowflake. 👉 Luke Ambrosetti discusses Live Sync architecture in-depth on Snowflake’s Medium blog here. Real-Time Composable CDP with Snowflake Developed alongside Snowflake’s product team, we’re excited to enable the fastest-ever data activation on Snowflake. Today marks a massive paradigm shift in how quickly companies can leverage their first-party data to stay ahead of their competition. In the past, businesses had to implement their real-time use cases outside their Data Cloud by building a separate fast path, through hosted custom infrastructure and event buses, or piles of if-this-then-that no-code hacks — all with painful limitations such as lack of scalability, data silos, and low adaptability. Census Live Syncs were born to tear down the latency barrier that previously prevented companies from centralizing these integrations with all of their others. Census Live Syncs and Snowflake now combine to offer real-time CDP capabilities without having to abandon the Data Cloud. This Composable CDP approach transforms the Data Cloud infrastructure that companies already have into an engine that drives business growth and revenue, delivering huge cost savings and data-driven decisions without complex engineering. Together we’re enabling marketing and business teams to interact with customers at the moment of intent, deliver the most personalized recommendations, and update AI models with the freshest insights. Doing the Math: 100x Faster and 100x Cheaper There are two primary ways to use Census Live Syncs — through Snowflake Dynamic Tables, or directly through Snowflake Streams. Near real time: Dynamic Tables have a target lag of minimum 1 minute (as of March 2024). Real time: Live Syncs can operate off a Snowflake Stream directly to achieve true real-time activation in single-digit seconds. Using a real-world example, one of our customers was looking for real-time activation to personalize in-app content immediately. They replaced their previous hourly process with Census Live Syncs, achieving an end-to-end latency of <1 minute. They observed that Live Syncs are 144 times cheaper and 150 times faster than their previous Reverse ETL process. It’s rare to offer customers multiple orders of magnitude of improvement as part of a product release, but we did the math. Continuous Syncs (traditional Reverse ETL) Census Live Syncs Improvement Cost 24 hours = 24 Snowflake credits. 24 * $2 * 30 = $1440/month ⅙ of a credit per day. ⅙ * $2 * 30 = $10/month 144x Speed Transformation hourly job + 15 minutes for ETL = 75 minutes on average 30 seconds on average 150x Cost The previous method of lowest latency Reverse ETL, called Continuous Syncs, required a Snowflake compute platform to be live 24/7 in order to continuously detect changes. This was expensive and also wasteful for datasets that don’t change often. Assuming that one Snowflake credit is on average $2, traditional Reverse ETL costs 24 credits * $2 * 30 days = $1440 per month. Using Snowflake’s Streams to detect changes offers a huge saving in credits to detect changes, just 1/6th of a single credit in equivalent cost, lowering the cost to $10 per month. Speed Real-time activation also requires ETL and transformation workflows to be low latency. In this example, our customer needed real-time activation of an event that occurs 10 times per day. First, we reduced their ETL processing time to 1 second with our HTTP Request source. On the activation side, Live Syncs activate data with subsecond latency. 1 second HTTP Live Sync + 1 minute Dynamic Table refresh + 1 second Census Snowflake Live Sync = 1 minute end-to-end latency. This process can be even faster when using Live Syncs with a Snowflake Stream. For this customer, using Census Live Syncs on Snowflake was 144x cheaper and 150x faster than their previous Reverse ETL process How Live Syncs work It’s easy to set up a real-time workflow with Snowflake as a source in three steps: