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Sources overview

Reverse ETL flow: source → model → sync → destination

A source is any system where your business data lives.

Common examples include cloud data warehouses such as Snowflake, BigQuery, or Databricks. Sources can also be transactional databases, flat files (CSV, SFTP), or BI tools like Looker and Sigma.

Sources are the starting point in Hightouch’s Reverse ETL pipeline. Once connected, you can query data from them to build models, which are then delivered to destinations through syncs.

For marketers: a source is simply where customer and business data lives, such as purchase history, website events, or CRM records.


Add a source

To create a new source:

  1. Go to to Integrations → Sources.
  2. Click Add source.

Select a data source

You’ll be prompted to choose from supported source types and provide the necessary connection details, such as:

  • Connection method (e.g. username/password, OAuth, API key)
  • Host and port (for databases)
  • Authentication details
  • Permissions required by Hightouch to query data

The exact configuration steps depend on the source type. See catalog and refer to integration-specific documentation for instructions.


Security and connectivity

Hightouch connects to sources securely:

See Security and compliance overview → for details.


How sources fit into data activation

  • Data teams: configure sources and expose trusted tables or views.
  • Marketers: work with models and schema that are built on top of these sources, without needing to understand the connection details.

Example:

  • Source: a Snowflake warehouse containing ecommerce data
  • Model: SQL query for “users with >3 purchases in last 90 days”
  • Sync: send this model to Meta Ads for retargeting

Next steps

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Last updated: Oct 2, 2025

On this page
  • Add a source
  • Security and connectivity
  • How sources fit into data activation
  • Next steps

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