Announcing Snowplow Extensions: Expanding Your Customer Data Infrastructure with Powerful Integrations

Deliver More Business Value from Your Snowplow Behavioral Data

At Snowplow, we’ve always focused on empowering data teams with the most complete, high-quality, first-party behavioral data to build advanced analytics and AI applications such as real-time personalization engines and AI agents. To deliver on this promise, Snowplow’s customer data infrastructure (CDI) software has been built around two key pillars: Data Pipelines and Data Management, ensuring data teams have the flexibility, control, and governance they need over their customer behavioral data to best serve downstream business stakeholders.

Today, we’re excited to expand the impact of CDI with our Snowplow Extensions framework.

Extensions enable data teams to seamlessly extend their existing data infrastructure with pre-built integrations designed to execute and expand on key business workflows. By complementing our core CDI capabilities with trusted, warehouse-native integrations, Extensions ensure that businesses can streamline, enrich, and manage their data operations at scale while maintaining full control over governance and quality.

To kick off this launch, we’re introducing our first two Extensions:

• Snowplow Reverse ETL, Powered by Census – Seamlessly sync your high-quality behavioral data to 200+ business tools, empowering marketing and other business teams to complete their data workflows without engineering bottlenecks.
• Snowplow Audience Hub, Powered by Census – Enable marketing and business teams to create and manage audience segments using the rich behavioral data that is collected, processed, and delivered to your data warehouse by Snowplow, all through an intuitive, no-code interface.

Let’s dive into why Extensions are a natural evolution of Snowplow’s CDI and explore how these first two offerings help business teams get more value from their data.

Why Extensions? A Natural Evolution of Snowplow CDI

From Data Collection to Business Impact

Snowplow was built to solve a fundamental challenge: how to collect, process, and manage high-quality first-party behavioral data at scale. Our CDI has enabled businesses to:

• Collect granular customer interactions across web, mobile, and server-side environments.
• Process and structure this data for immediate usability in data warehouses, lakehouses and real-time event streams.
• Manage, model, and govern this data to ensure accuracy, compliance, and accessibility.

However, as data teams continue to mature, the need to leverage this data in downstream tools—without adding stack complexity—has become increasingly critical. Extensions provide trusted integrations that enhance these workflows without compromising data integrity or governance.

By choosing Snowplow as a single solution for behavioral data collection, management, and operational workflows, businesses benefit from a streamlined procurement and integration process. Instead of juggling multiple contracts, pricing models, and technical dependencies across different platforms, organizations can rely on Snowplow’s unified infrastructure. This consolidation reduces overhead, accelerates deployment, and ensures that all teams are working with the same high-quality data. 

With Extensions, Snowplow CDI continues to differentiate from packaged CDPs by allowing businesses to:

• Maintain full control over data workflows rather than relying on black-boxed, siloed solutions.
• Eliminate stack bloat by leveraging their existing Snowplow tables in your warehouse or lakehouse.
• Empower business teams with easy-to-use tools, without requiring complex data engineering work.

To learn more about the differences between customer data infrastructure (CDI) and CDPs, check out our blog post, CDI vs CDP: What’s the Difference?

Now, let’s take a closer look at the first two Extensions we’re launching.

Introducing Snowplow Reverse ETL, Powered by Census

Reverse ETL has become a critical capability for modern data teams, allowing them to sync modeled data from their warehouse to operational tools like CRMs, marketing automation platforms, customer engagement platforms, and ad networks. Until now, Snowplow customers were implementing separate reverse ETL solutions or activation tools, which created additional steps in the procurement and integration process.

With Snowplow Reverse ETL, Powered by Census, data teams can now procure reverse ETL as an extension of their existing CDI to seamlessly sync enriched, first-party behavioral data from their warehouse or lakehouse to 200+ SaaS destinations with minimal setup.

Key Benefits:

• Streamline your business workflows – Reduce time spent wrangling and exporting data for business teams by automating syncs.
• Live syncs for real-time efficiency – Keep business tools continuously updated with the latest, most accurate data from the warehouse or lakehouse.
• Break down data silos – Ensure teams across marketing, sales, and customer success can leverage the same high-quality, modeled data.
• Granular access controls – Maintain security and governance with role-based permissions and monitoring.

With Reverse ETL natively available in Snowplow, data teams no longer need to juggle multiple vendors to enable business workflow automation, personalization, and reporting.

Introducing Snowplow Audience Hub, Powered by Census

‍For the last decade, Snowplow has helped data teams collect and process rich behavioral event data in service of downstream business use cases. However, data teams face challenges in making this centrally-governed data accessible and easily actionable for non-technical stakeholders with operational use cases.

That’s where Snowplow Audience Hub, Powered by Census comes in. Audience Hub allows marketers and business teams to create, explore, and manage dynamic audience segments using the rich behavioral data that is collected, processed, and delivered to your data warehouse by Snowplow, all through an intuitive, no-code interface.

Key Benefits:

• Build smarter audiences – Leverage Snowplow’s comprehensive behavioral event tracking to create hyper-targeted segments that wouldn’t be possible with traditional event tracking.
• Real-time audience updates – Ensure campaigns and customer journeys stay relevant with continuously updated segments.
• Empower non-technical teams – Marketing, Product, RevOps, and CX teams can build and refine audiences without writing SQL.
• Seamless integrations – Sync audience segments to 200+ destinations, including ad platforms, email tools, and CRMs.

With Audience Hub, business teams can finally tap into the full potential of Snowplow’s high-quality, first-party behavioral data—without requiring engineering resources.

‍How Snowplow Extensions Fit into Your Data Stack

One of the key advantages of Snowplow Extensions is that they align with our core philosophy of a composable, flexible data infrastructure. Unlike traditional CDPs that force businesses into rigid, all-in-one platforms, Snowplow Extensions allow data teams to selectively enhance their existing workflows while keeping data quality and governance at the forefront.

“The launch of Snowplow Extensions is a significant step forward in reinforcing the 'shift-left' paradigm that we’re seeing across the data industry. Data quality and governance must be established at the very beginning of the data lifecycle—before it can be effectively shared and operationalized across an organization. Snowplow’s customer data infrastructure (CDI) is uniquely positioned to support these modern data operations, ensuring that capabilities like Reverse ETL and Audience Building are powered by high-quality, well-governed data from the start. Unlike siloed, downstream solutions that attempt to apply governance post-hoc, Snowplow ensures that businesses can trust and maximize the value of their behavioral data before it ever reaches business teams.”

– Todd Boes, Chief Product Officer, Snowplow

By integrating Reverse ETL and Audience Hub directly into Snowplow, businesses can:

• Eliminate the need for separate CDP investments – reducing cost and complexity.
• Ensure high-quality data flows into every operational tool – without syncing fragmented, unreliable datasets.
• Scale data-driven workflows efficiently – as business needs evolve.

Get Started with Snowplow Extensions

We’re thrilled to bring Reverse ETL and Audience Hub to our customers as part of the new Snowplow Extensions offering. These capabilities mark another step in making Snowplow the most flexible, enterprise-ready customer data infrastructure available today.

Ready to learn more? Explore the full details of Snowplow Extensions on our website.

Stay tuned—this is just the beginning. We’ll be expanding our Extensions framework in the future to include even more trusted integrations that help data teams streamline their operations and workflows while maintaining control over their Snowplow-powered infrastructure!