Data Activation

Top Reverse ETL Tools : 2024

Check out our list of the top Reverse ETL tools of 2024 and identify which one serves your unique data needs best.
DataChannel Research
6 min to read


Reverse ETL (Extract, Transform, Load) has emerged as a pivotal step in the recent data-driven landscape, allowing organizations to operationalize data from their data warehouses into actionable insights. In simple terms, reverse ETL flips the traditional ETL process, taking processed data from a central repository and funneling it into operational systems like CRMs, marketing platforms, or other SaaS applications. As businesses increasingly recognize the significance of real-time decision-making, the role of Reverse ETL becomes even more crucial. This maturity signifies a shift from mere data movement to a sophisticated process that facilitates the conversion of raw data into strategic, actionable intelligence.

In our last blog on Top ETL Tools for the year 2024, we gave a detailed overview of some of the best tools available in the market today with insights into their customer reviews, pricing options, and performance against some of our selected evaluation criteria. In this blog we will be exploring the significance of reverse ETL, its use cases, and will be giving you a detailed analysis into the top Reverse ETL platforms available in the market. 

Importance of Reverse ETL

Reverse ETL bridges the gap between data warehouses, where data is stored and processed, and operational systems, where it can be leveraged to drive actions and insights. Unlike traditional ETL, which focuses on moving data from operational systems to data warehouses, reverse ETL empowers businesses to push valuable insights back into their day-to-day operations. This process is truly instrumental in democratizing data access and enabling non-technical teams to leverage data for their decision-making.

Use Cases of Reverse ETL

  • Email Campaign Personalization: 

Marketing teams can utilize reverse ETL to transfer customer data from data warehouses to email marketing platforms (SendGrid, Klaviyo) enabling highly personalized communication strategies. 

  • Audience Segmentation: 

Reverse ETL facilitates the creation of targeted audiences in advertising platforms by utilizing customer data stored in data warehouses. This enables more precise targeting and the creation of lookalike audiences.

  • Enhanced Customer Support: 

Customer support teams can leverage reverse ETL to gain insights from customer data stored in warehouses, such as purchase history and support interactions, to provide personalized and proactive support, thus uncovering cross-selling and upselling opportunities.

  • Sales Strategy: 

Gaining visibility into actual product usage is critical as SaaS companies adopt and become more and more self-serve. Reverse ETL makes it easier to integrate product usage data with sales data, providing a comprehensive perspective of customer behavior and interaction. This interface allows businesses to effectively monitor key events like sign-ups, and specific user actions on platforms such as ActiveCampaign, etc offering vital insights into how customers interact with their product.

  • Real-time Pricing Updates: 

Users can ensure competitive pricing strategies by syncing pricing data from data warehouses to business applications for immediate updates. As an eCommerce seller you’d need to keep a close eye on different pricing data such as transactional data, competitors pricing, and the bidding prices for your promotional campaigns. Using reverse ETL you can send your real-time pricing data into relevant business applications so that  you can make relevant pricing changes across these applications. Moreover, you can also leverage integrations with messaging tools such as Slack to get notified as soon as your bidding level goes up or down below a certain threshold to keep up with your competitors and other changes.

  • Social Media Engagement: 

Stakeholders can integrate social media analytics data via rETL as well. Prominent social media tools such as Snapchat, TikTok, and Pinterest can be leveraged for the same. With tools such as DataChannel, integrations with these platforms can prove to be rather useful as you can easily monitor the effectiveness of their marketing campaigns and easily identify conversion tracking metrics on various social media platforms.

  • Real-time Analytics Dashboards: 

Reverse ETL also facilitates real-time business intelligence, which is particularly beneficial for marketing teams. Creating dashboards directly on top of  your data warehouse and ensuring they always work with the latest data is essential for these teams. With Reverse ETL, maintaining data freshness and timely delivery of data is always guaranteed, enabling teams to adapt to evolving customer preferences and optimize their marketing strategies effectively.

  • E-commerce Order Processing: 

Another brilliant use case is eCommerce data processing. When selling on various ecommerce platforms keeping a track of your entire inventory and order history becomes a painful endeavor. With reverse ETL you can activate your already managed and stored eCommerce data into systems of action such as Shopify so that you manage order fulfillment and inventory in real-time across all eCommerce platforms.

  • Mobile App User Analytics:

Users can also enhance their mobile app performance by syncing user analytics data from their single source of truth to desired platforms such as MoEngage, allowing for real-time adjustments, feature improvements, and personalized user experiences.

Top Reverse ETL Tools of 2024

1. DataChannel

DataChannel is a data aggregation and data activation platform that also serves to its users' data transformation needs via its integration with dbt core or simply using SQL. DataChannel is a no-code software platform that can be used by tech as well as non-tech business users alike. DataChannel offers more then twenty-five reverse etl destinations currently and as the icing on the cake also offers building custom connectors for its users' unique business requirements.

Data Orchestration workflow within DataChannel including the data source node, data transformation node, data activation (reverse ETL node), and dashboarding (Tableau node).

Very recently, DataChannel also launched its much anticipated features: Data Orchestration to enable its clients to build end-to-end data workflows within one tool only and thus completely eliminating your need to rely on multiple tools or build an ever burgeoning stack of tools. Another feature that we rolled out this year only was 'Workspaces' so that our enterprise clients, especially marketing agencies can create and manage multiple workspaces within a single account. This eliminates the need for logging into separate accounts for each client and allows for a hierarchical structure of role-based access.

Workspace Management within DataChannel showing all the workspaces available within an account

Moreover, with our robust error-logging and troubleshooting features, our users can directly log all of their errors within  DataChannel and go for troubleshooting when things go downhill. Not only this, you can also get notified as soon as your data pipelines or syncs stop running.  In line with some of its biggest competitors, DataChannel last year also launched its very own Management API, thus allowing data engineers/ developers to programmatically move data from their desired data source to the destination without having to actually interact with DataChannel’s web interface. 

Logging Success Logs for a data pipeline run for Amazon Seller Central as the data source

Last but not least, we also safeguard your data, we strictly follow GDPR & HIPAA compliances, and are also ISO certified, we keep your customer data & PII safe.

G2 Reviews: DataChannel enjoys an overall rating of 4.8 out of 5 on G2. Its commitment to serving its clients in the best way possible also reflects in their testimonies.

"DataChannel offers a variety of data sources, it has been really easy to get our data centralized and send it to different teams within our organization. The implementation team has helped us visualize marketing, sales and ops insights swiftly. We’re able to segregate different marketing data now, get automated reports, and work on our pain points to drive better ROI. It has been working like a breeze for us." ~ Anusha S.


- Easy-to-use platform, and connectors work will magic - connected GA4, Meta Ads, Facebook Pages and Instagram

- Helps manage our warehouse, when we have little data infrastructure expertise.

- Helped our team get data out of uncommonly used platforms and into our warehouse for proper storage.

- Works well for businesses of any size owing to its flexible & reasonable pricing.


- Some users have reported a steep initial learning curve, whereas others have experienced minor issues with customizing the dashboard.


Professional Plan: 250$/ month

Features Offered in this pricing:

a) Rows included per month: 5 Million

b) Data Sources: Unlimited

c) Managed Data Warehouse: Add-on

d) Reverse ETL: Add-on

e) User Accounts: Unlimited

f) Transformations: Unlimited

g) Custom Connector On Request: Add-on

2. Census

Census is a leading Data Activation platform powered by Reverse ETL, focusing on transforming data warehouses into hubs for marketing and business operations. With a no-code approach and over 200 integrations across various categories, Census offers seamless data activation without the need for custom scripts.

G2 Reviews: 4.5 out of 5.


- Easy to configure and maintain, most things are clicking through. SQL models and syncs are super intuitive.

- Optimized for minimal API usage using BULK connectors


- 14x Price increase, YOY

- Error logs are not great. Hard to find the issues, and to identify exactly what happened.


Professional Plan: 350$/ month with support for only two destinations and 5 active syncs for every billable destination.

3. Hightouch

Hightouch is a Data Activation platform designed to help organizations turn customer data into actionable insights. With features like SQL and Customer Studio, Hightouch empowers users to accomplish complex use cases without extensive training, making it accessible to all teams.

G2 Reviews: 4.6 out of 5.


- A data activation tool that does not require prior training to use.

- easy to use interface that is intuitive too


- The sync times are slow and sometimes take hours to run.

- Very high Pricing


Starter Plan: 350$/ Month with support for Up to 2 destinations, and unlimited destination fields

4. Rivery

Rivery is another reverse ETL tool that however integrates with limited no. of targets (destinations) via API empowering businesses to gain complete control of their data warehouse data and give them the ability to act on that data.

 G2 Reviews: 4.7 out of 5


- Rivery’s users find its interface to be pretty intuitive and easy to work with for both tech as well as non-tech teams.


- Very high pricing posing to be a budget constraint for the users

- Limited no. of reverse ETL destinations


Professional Plan: $1.20 Per Rivery Pricing Unit Credit with support for all their reverse ETL destinations and 3 users per account. 


The transformative power of Reverse ETL lies in its ability to operationalize data, empowering businesses to not only move information but to convert it into real-time, strategic intelligence. This capability is a game-changer in industries where timely decisions can make or break success. Whether it's personalizing customer experiences, optimizing supply chain logistics, or enhancing fraud detection, Reverse ETL is the driving force behind agile, responsive, and forward-thinking enterprises.

Moreover, the maturation of Reverse ETL reflects a paradigm shift in data management. It's no longer just about collecting and storing data; it's about unleashing its potential in the operational realm. As organizations increasingly recognize the criticality of real-time decision-making, Reverse ETL stands tall as an indispensable tool, enabling them to extract, transform, and load data swiftly and intelligently. In embracing Reverse ETL, businesses embrace not just a tool but a strategic imperative, ensuring they stay ahead in a data-centric world where speed, agility, and precision are the keys to success.

In your hunt for the best reverse ETL tool, DataChannel might stand out as the complete package that combines the power of traditional ETL processes with reverse ETL capabilities. Its versatile features, coupled with user-friendly interface and robust error handling, make it the ideal choice for businesses seeking flexible and bidirectional data integration solutions. As organizations continue to prioritize data-driven decision-making, the significance of reverse ETL tools like DataChannel becomes increasingly apparent in unlocking the full potential of their data assets.

Also Read: 

Top ETL Tools to watch out for in 2024

What is ETL and how it works?

The definitive guide to Reverse ETL

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