Every category where a model named Fivetran for a mid-market B2B company. Share is first choices across the direct, paraphrase, budget and scale prompts; rank is within every product named in that category.

Category	Function	Share	Rank	Negative rate	Labels	Quadrant	Since September 2026
Data warehouse and reverse ETL for marketing	GTM data and infrastructure	0%	12 of 83	13%	45	accepted challenger	=heldSince September 2026: 0% → 0%, ±0 points. Inside the 11-point floor: within noise. Read over the models both editions asked.
Data management platforms	GTM data and infrastructure	0%	25 of 159	0%	10	accepted challenger	=heldSince September 2026: 0% → 0%, ±0 points. Inside the 11-point floor: within noise. Read over the models both editions asked.
Market intelligence platforms	GTM data and infrastructure	0%	145 of 172	100%	1	under 10 labels · led by Apollo.io at 17%

Movement

Since September 2026, Fivetran held within the floor in all three categories: no change cleared 11 points.

Best category · Warehouse & ETL · by segment

Small business▲+1Since September 2026: 0% → 1%, +1 point. Inside the 11-point floor: within noise. Read over the models both editions asked.

1%from 0% in September 2026

Inside the floor by 10 pointsRank 13 → 7 of 92

Mid-market=heldSince September 2026: 0% → 0%, ±0 points. Inside the 11-point floor: within noise. Read over the models both editions asked.

0%from 0% in September 2026

Inside the floor by 11 pointsRank 12 of 81, unchanged

Enterprise=heldSince September 2026: 0% → 0%, ±0 points. Inside the 11-point floor: within noise. Read over the models both editions asked.

0%from 0% in September 2026

Inside the floor by 11 pointsRank 9 → 12 of 79

All categories · Mid-market

Category	September 2026	Now	Change	Reading	Rank
Warehouse & ETL	0%	0%	=heldSince September 2026: 0% → 0%, ±0 points. Inside the 11-point floor: within noise. Read over the models both editions asked.	Within noise	Rank 12 of 83, unchanged
DMP	0%	0%	=heldSince September 2026: 0% → 0%, ±0 points. Inside the 11-point floor: within noise. Read over the models both editions asked.	Within noise	Rank 30 → 25 of 159
Market intelligence	0%	0%	newNew since September 2026: not ranked then, 0% now.	New this edition	Rank 145 of 172, unchanged

Shares here are read over the models both editions asked, so they can differ by a point or two from the standing above, which counts every model in this edition.

The floor is 11 points of share, measured: how far the models move a leader on their own when the same questions are asked twice with nothing changed. A larger change is movement; a smaller one is noise, and both are shown. Movement is read over the twelve models both editions asked; GPT-6 Luna, Muse Glimmer 30B joined this edition and are in the standing but not yet in the comparison. How the floor is measured · The editions

By model

How each model treated Fivetran across every prompt where it was named for a mid-market B2B company. Fourteen models, six prompts per category.

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Model	Alternative	Mention	Negative	Labels
Claude Haiku 4.5	2	0	1	3
GPT-5.4 mini	1	0	0	1
Gemini 3.5 Flash	5	0	0	5
Perplexity Sonar	1	2	2	5
Grok 4.1 Fast	3	2	0	5
Mistral Small	3	2	1	6
DeepSeek V4 Flash	4	1	1	6
Llama 4 Maverick	0	3	0	3
Qwen 3.7 Flash	3	0	1	4
Kimi K2	3	2	0	5
GLM 4.7 FlashX	2	0	0	2
MiniMax M2.5	3	1	0	4
GPT-6 Luna	1	0	0	1
Muse Glimmer 30B	3	2	1	6

By framing

Which of the six questions produced the naming. By model says how often; this says asked what. The first-choice count on the right carries the marks of the models that produced it.

FramingLabels by classFirst choices

Direct34 labelsNone

Paraphrase26 labelsNone

Comparative35 labelsNone

Budget-constrained20 labelsNone

Scale-constrained25 labels1

Negative20 labels1not counted in share

First choiceAlternativeMentionNegative160 labels in all, every segment counted; 1 of the 2 first choices count toward share, since the comparative and negative framings do not. The bar is one segment per label class, to scale within the framing.

What the models said for it

Verbatim evidence the judge attached to positive labels.

“Fivetran for automated ingestion from marketing sources, CRM, ad platforms, web analytics into the warehouse.” Muse Glimmer 30B · Warehouse & ETL · direct prompt · alternative

“Use Fivetran's Free Tier. Fivetran allows up to 500,000 Monthly Active Rows (MAR) completely free.” Gemini 3.5 Flash · Warehouse & ETL · budget prompt · alternative

“Fivetran and Funnel.io are commonly recommended for automated pipelines into a cloud warehouse” Perplexity Sonar · Warehouse & ETL · direct prompt · alternative

“Fivetran is preferred for mid-market companies because it handles "infrastructure-as-a-service."” Qwen 3.7 Flash · Warehouse & ETL · direct prompt · alternative

And against it

Verbatim evidence attached to negative labels. A warning on a product with few labels is a warning; on a product with many, it is one voice among them.

“Do not buy Fivetran or dbt Cloud until you hit a revenue threshold” Qwen 3.7 Flash · Warehouse & ETL · budget prompt · hard negative

“Not budget-friendly — skip” DeepSeek V4 Flash · Warehouse & ETL · budget prompt · hard negative

“Fivetran is designed for ELT and data movement, but it lacks marketer-friendly logic, out-of-the-box visuals, and can have unpredictable row-based pricing.” Perplexity Sonar · Market intelligence · negative prompt · soft negative

“"Users find Fivetran's pricing to be quite expensive, which limits accessibility and flexibility for wider usage."” Muse Glimmer 30B · Warehouse & ETL · negative prompt · soft negative

Named alongside

The products named in the same answers as Fivetran, over the 160 answers that named it. Took the first choice instead counts the answers where the other product was the first choice and Fivetran was named but was not.

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ProductSame answerTook the first choice insteadHead to head

Snowflake141 of 16059Not among the top eight

BigQuery139 of 16063Not among the top eight

Hightouch132 of 160105Not among the top eight

Census120 of 16028Not among the top eight

Airbyte78 of 1602Not among the top eight

dbt77 of 1601Not among the top eight

Amazon Redshift69 of 1603Not among the top eight

RudderStack Reverse ETL55 of 1605Not among the top eight

Databricks SQL Warehouse45 of 1600Not among the top eight

Segment33 of 1600Not among the top eight

A head-to-head page exists where both products are among a category's top eight. The other rows are the same fact without a page behind them, so they link to the product instead.

What carried it into the answer

The sites and pages cited by the answers that named Fivetran. A fact about retrieval, not a lever on the model.

Citations exist only for the models that return a source list, five of the fourteen in this edition, so these counts come from 146 of the 160 answers that named Fivetran and are not a share of its labels.

Domains cited

improvado.io103

guideflow.com64

hightouch.com55

leadjourney.io51

airbyte.com44

supermetrics.com41

portermetrics.com40

skyvia.com40

zoho.com40

integrate.io37

515 of the 515 domain citations in answers naming Fivetran came from somebody else's page.

Pages cited

guideflow.com/blog/reverse-etl-tools64

improvado.io/blog/best-reverse-etl-tools64

leadjourney.io/blog/best-marketing-data-warehouse51

zoho.com/dataprep/top-reverse-etl-tools.html40

airbyte.com/top-etl-tools-for-sources/reverse-etl-tools37

supermetrics.com/blog/marketing-data-warehousing35

portermetrics.com/en/compare/7-best-marketing-data-warehouse-reporting-and-dashobards-tool30

aboutmartech.com/blog/reverse-etl-tools28

Pages are listed as the models cited them.

Search and answers

fivetran.com is not in Google's top ten for any of the category's searches. In the answers, Fivetran takes 0% of first choices and Hightouch takes 40%.

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In search

Google, US estimates

Position for “marketing data warehouse and reverse etl stack”

–

not in the top ten

Position for “best marketing data warehouse and reverse etl stack”

–

not in the top ten

Searches for its name, Google: 18,100 a month (“fivetran”)
AI search demand for its name, est.: 476 a month
Organic visits to its site: about 41,501 a month
Searches its site ranks for: 9,221 · 496 in the top three
Sites linking to it: 7,595
Paid Google search: 3 searches its ads show for, about 6 clicks and $126 a month (estimate)

Ads on GoogleDetailLess

120+ ads · 111 text, 9 video · 97 shown in the last 30 days

First shown January 2026, as Fivetran, Inc., verified. Ads started 2025-10 to 2026-09: 120 in the year.

On Google's pages: 1 2 3 4

In answers

This edition

Share of first choices

rank 12 of 83 in Warehouse & ETL

Segment leader

40%

Hightouch

First choices: 1 across its categories
Named in: 160 answers
Its own site cited: in 146 of the answers that named it

Search figures are US estimates from DataForSEO, read September 28, 2026; AI search demand is its modeled, directional estimate, not a count of queries to any assistant. The answers are this edition's. Two measurements side by side: neither is read as the cause of the other.

What it publishes

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Addresses on fivetran.com

18,600

subdomains included

Content

2,688

counted in the table below

Documentation

8,417

Product · Integration

6 · 790

Kind	Pages	Last 90 days
Blog	1,351	undated
Glossary or explainer	344	undated
Report or ebook	277	undated
Case study	194	undated
Webinar or virtual event	168	undated
News or press	137	undated
Comparison	87	undated
Conference or event	73	undated
Podcast or video	55	undated
Template or tool	2	undated

Events in person

Last twelve months

September 16, 2026dbt Summit 2026Las Vegas · spoke
June 3, 2026Beyond Ingestion: How Zendesk Scales Global Insights with Fivetran and SnowflakeMoscone Center, San Francisco · exhibited
June 3, 2026Your Data Has a New Consumer: Building a Foundation for Agentic AIMoscone Center, San Francisco · exhibited
June 3, 2026MAINSTAGE featuring Busta RhymesSan Francisco · sponsored
June 3, 2026Data Foundation for AI BreakfastW Hotel, San Francisco · attended
June 2, 2026Open Data Infrastructure: The Next Era of Data ArchitectureMoscone Center, San Francisco · exhibited
June 2, 2026Snowflake Partners in the ParkSpark Social, San Francisco · took part
June 2, 2026Moscone Center Happy HourMoscone Center, San Francisco · attended
June 1, 2026 to June 4, 2026Snowflake SummitMoscone Center, San Francisco · exhibited
June 1, 2026Turn Your Data Into Revenue: How to Achieve Real Time Marketing and AIMoscone Center, San Francisco · exhibited
June 1, 2026 to June 3, 2026Fivetran @ Club HexClub Hex, San Francisco · attended

As the event pages on fivetran.com state them, read September 28, 2026.

How it is countedHide how it is counted

Every page fivetran.com exposes, subdomains included. Kind is read from the address and title. The last 90 days, the latest date and the twelve months count pages by when they were published, from the site's feeds, a date in the address, or the page's own publication date, read from up to a hundred of its most recently changed pages; a page that says only when it last changed is counted in its kind but not in when, so the recent counts are a floor, and a kind none of whose pages gives a publication date reads undated. An event counts as online when its address or title says so (webinar, on demand, virtual or online summit); a conference, summit, trade show, expo or roadshow that does not say so is counted as a conference or event, which on a vendor's site is mostly in person. Read September 29, 2026.

Names read as Fivetran

What the judge wrote, as written, with how often. The vendor table decides that these count as Fivetran; a claim can dispute any of them.

Fivetran (Reverse ETL) 1Fivetran / Fivetran Census 1

Follow Fivetran

An email the morning each edition publishes: where this product moved, where it held, and by how much against the noise floor. One address, confirmed by a click; a stop link in every email.

Already following? Everything you follow, with a stop for each.

The company

Fivetran.

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On record

Wikidata

Website: fivetran.com
Headquarters: United States

Fetched September 14, 2026. These describe the company, not the product's standing, and a claimed page can dispute any of them. · Wikidata · LinkedIn · Crunchbase

In its own words

Stated by the vendor, not checked

Positioning: Automated data movement platform
fivetran.com
For: teams
fivetran.com
Price stated: Pricing fivetran.com
Free plan or trial: Start for free; 14-day free trial; No credit card required fivetran.com
Integrations claimed: 900 fivetran.com · 700 fivetran.com/pricing · 750 fivetran.com/platform-overview pages disagree
Certifications: SOC 1 & SOC 2GDPRHIPAA BAAISO 27001PCI DSS LEVEL 1HITRUSTPCI DSS Level 1 certificationCCPA
Hosting: United States (US)CanadaEuropean Union (EU)United Kingdom (UK)AustraliaIndiaSingapore
Customers named: PfizerNational Australia BankCoke One North AmericaLVMHSharp HealthcareOktaSpotonPaylocity
Not stated on the pages read: Starting price

What Fivetran's own pages state, read September 28, 2026: fivetran.com, fivetran.com/pricing, trust.fivetran.com, fivetran.com/platform-overview, fivetran.com/case-studies. A claimed page can correct any of them.

Is this your product?

Claim this page

Claiming is free and changes nothing in the data. A claimed page shows a verified contact who is told when each edition publishes and when Fivetran's standing changes by more than the noise floor; the right to propose corrections to the vendor table, meaning names the judge wrote that should or should not read as Fivetran, applied by version and listed in the change log; and a one-line description supplied by the vendor and marked as such.

What a new claim receivesHide what a new claim receives

A new claim receives the current edition's vendor brief for Fivetran by email, built from the raw record of the edition. It shows:

where Fivetran is named, by buyer and by framing, and which cells hold its first choices;
the claims the models make when they name it, ranked, with the strongest and the weakest quoted;
its vocabulary against the segment leader's, and the pages the models cited;
who was chosen in the answers that did not name Fivetran, and every reason the record gives;
a battlecard for each top rival: the head-to-head split, why they win, and the reservation quoted against them;
one page of published figures cleared to show a buyer.