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Self-serve pricing

This page describes Self-serve pricing (Free, Starter, Pro plans) considerations. Please visit the pricing page to compare the complete list of features each plan includes. Refer to the Business tier pricing page to learn more about Business tier pricing considerations.


Hightouch Self-serve pricing is primarily based on the number of destinations in your workspace. We don't limit the number of sources, source rows, or destination data fields you can sync into each destination*. You also have an unlimited number of sync runs per active sync. This structure lets you sync as many fields as you want, as frequently as you want, without worrying about overages.

* To ensure we can serve all customers sustainably, we impose an operations limit of 100,000,000 operations per month. The majority of workspaces fall under this limit. Don't hesitate to if you're concerned about the limit.


The total number of billable destinations in your workspace is the distinct count of each destination type at the end of each billing period.

A destination type is a destination that you see in our destination catalog. For example, Salesforce, HubSpot, Google Ads, and Iterable are all destination types.

Multiple instances of the same destination type are deduplicated. For example, having three separate Salesforce accounts in your workspace counts as only one billable destination.

Destination InstancesTotal Billable Destinations
Salesforce, Iterable, HubSpot3
Salesforce, Salesforce, Iterable, HubSpot3
Salesforce, Facebook Custom Audiences, Facebook Conversions API2

What counts as a destination?

A destination counts towards your total number of billable destinations as long as it's added to your workspace. This applies whether there are ten active syncs or zero active syncs tied to the destination. Counting all destinations in a workspace, regardless of activity, enables transparent and objective destination counting.

We recommend deleting unused destinations so they don't add to your billable destinations.

Standard destinations

Most destinations in Hightouch are standard billable destinations. You can find these in our destination catalog. Each type of standard billable destination counts as one destination towards your allotment.

Lite destinations

Lite destinations don't count towards your total number of billable destinations. You can add up to 25 active syncs in total for any of our lite destinations to your workspace.

These are lite destinations in Hightouch:

  • Airtable
  • Google Sheets
  • Google Sheets Service Account
  • Microsoft Excel
  • Microsoft Teams
  • Mattermost
  • Slack
  • Warehouse Sync Logs placeholder destinations

Grouped destinations

The integration catalog lists some destination types separately for clarity even though they count as one destination. These destinations are:

  • Facebook: Facebook Conversions API, Facebook Offline Conversions, Facebook Custom Audiences, Facebook Product Catalog
  • Salesforce: Salesforce and Salesforce (Sandbox)
  • Braze: Braze and Braze Cohorts
  • Gainsight: Gainsight and Gainsight PX

Premium destinations

Premium destinations count towards your total number of billable destinations and are only available on our Business tier pricing. Using any premium destination requires you to be on a Business tier plan. These are premium destinations in Hightouch:

  • Finance: NetSuite, Anaplan, Workday
  • Enterprise marketing automation: Acoustic, Adobe Target, Bloomreach, Emarsys, Marketo, Oracle Eloqua, Oracle Responsys, Salesforce Marketing Cloud
  • Enterprise resource planning and customer relationship management: Microsoft Dynamics 365
  • Advanced Google advertising tools: Google Advertising Manager, Google Campaign Manager, DV360

Custom destinations

Custom destinations let you send data to internal tools and third-party APIs not supported in our catalog of native destinations. As with other destinations, each type of custom destination only counts towards your total number of billable destinations once.

ScenarioTotal Billable Destinations
5 HTTP requests to 5 different APIs1 (HTTP request)
10 AWS Lambda syncs and 3 HTTP requests2 (AWS Lambda and HTTP request)
5 Kafka syncs, 7 Azure Functions, and 1 Postgres sync3 (Kafka sync, Azure Function, and Postgres sync)
Webhooks and HTTP requests count as the same destination type.

These are custom destinations in Hightouch:

  • HTTP Request
  • Webhook
  • AWS Lambda
  • Google Cloud Functions
  • Azure Functions
  • Embedded Destination

It's strictly prohibited to use a custom destination to replicate functionality already supported by a native destination.

Destination trials

Each destination comes with a free 30-day trial. You can install, test, and experiment with as many destinations as you like.

The trial begins when you add the destination's first instance to your workspace. During the 30-day trial, any instance of the destination doesn't count towards your total number of billable destinations.

Hightouch doesn't enforce a limit on the number of destinations that you can try at any given time.

Ready to give it a try? Get started today.

Other considerations

Besides destinations, self-serve plans have limits based on a few other factors. Refer to the pricing page to see the exact limitations per plan.

Active syncs

Self-serve plans allow a limited number of active syncs per billable destination. To count as active, a sync must have run at least once in the past 28 days. Deleted syncs are considered active for 28 days after the last sync run.

User seats

Workspaces on self-serve plans have a limit on the number of team members they can have.


Organizations on self-serve plans have a limit on the number of workspaces they can include.

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Feature requests?

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Last updated: Jun 6, 2023

On this page

OverviewDestinationsWhat counts as a destination?Standard destinationsLite destinationsGrouped destinationsPremium destinationsCustom destinationsDestination trialsOther considerationsActive syncsUser seatsWorkspaces

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