Quick answer: Zapier is a web service that connects apps that do not talk to each other on their own. You set up a “Zap”, which says: when something happens in one app, do something in another. For example, when someone fills in your website form, add them to your email list and create a contact in your CRM. It requires no coding, works with hundreds of popular business apps, and is one of the easiest ways for a small business to cut repetitive admin.
Most small businesses now run on a collection of web apps: email, forms, a CRM, accounting, a project tool, a calendar. Each is good at its job, but moving information between them is often done by hand. Zapier fills that gap.
How Zapier works
Every Zap has two parts:
- A trigger: the event that starts the Zap, such as a new form entry, a new email, a new sale or a new row in a spreadsheet
- An action: what Zapier does in response, such as creating a contact, sending a message, adding a task or saving a file
You pick the trigger app and event, connect your account, then pick the action app and event. Zapier then shows you the information it found from the trigger, and you choose which pieces go where in the action app. For example, the “Email” field from your form goes into the “Email” field in your CRM.
Behind the scenes, Zapier uses each app’s API to read and write data. If you want to understand how that works, see our plain-English guide on what an API is. The point of Zapier is that you do not need to.
Zapier checks for new triggers on a schedule. On free and lower plans the check runs less often, so there can be a delay of several minutes. Paid plans check more frequently.
Practical Zaps for small businesses
Here are automations that save time in almost any small business.
Leads and sales
- New website form entry: add the person to your CRM and send your sales team a notification
- New lead in the CRM: add them to a welcome email sequence in Mailchimp
- New quote request: copy it into a Google Sheet so the team can track follow up
- New call booked in your scheduling tool: create a deal in your CRM
Customers and orders
- New ecommerce order: add the customer to a “customers” email list
- New payment in Stripe or PayPal: create an invoice record in your accounting tool
- New order: post a message in your team chat so everyone sees it
Admin and operations
- New email attachment in Gmail: save it to Dropbox or Google Drive
- New calendar event with a client: create a task in Trello or Asana to prepare
- New row in a spreadsheet: send a personalised email
- New support email: create a ticket in your help desk
Marketing
- New blog post on your RSS feed: share it to your social accounts
- New subscriber: add them to a spreadsheet for reporting
- New review notification: alert the person responsible for replying
Filters: making Zaps smarter
Filters let a Zap continue only when certain conditions are met. They turn a blunt automation into a useful one. A few examples:
- Only send leads to the sales team if the budget field is above a level you choose
- Only add customers to a marketing list if they ticked the consent box
- Only create a task when an email comes from a client domain
- Only notify the owner when an order is above a certain value
Without filters, a Zap runs every single time its trigger fires. With them, you can keep noise out of your inboxes and your CRM. It is worth thinking about filters at the planning stage, because they often decide whether a team trusts an automation or switches it off.
Mapping data carefully
The most common reason a Zap misbehaves is poor field mapping. Before you build, look at the fields in both apps and decide how they line up. Watch for:
- Name fields, where one app has a single “Name” field and the other expects first and last names
- Dates, which different apps store in different formats
- Dropdown values that must match exactly in the receiving app
- Required fields in the action app that your trigger does not provide
Testing with realistic data, not just your own details, catches most of these problems before customers ever see them.
How to get started
- List your repetitive tasks. For a week, note every time someone copies information from one app to another.
- Pick one high volume task. The best first Zap is something done many times a week.
- Check both apps are supported. Zapier’s app directory lists every integration and the triggers and actions available.
- Build and test the Zap. Use real test data and check the result in the action app.
- Turn it on and watch it. Check the task history for the first few days to confirm it works as expected.
- Document it. Keep a simple list of your Zaps, what they do and who owns them.
Pricing in simple terms
Zapier has a free plan with a limited number of Zaps and tasks each month, which is enough to try it. Paid plans add more Zaps, more tasks, faster checking and access to premium apps. A task is counted each time a Zap runs an action. Work out how many times your key processes happen each month to pick a plan.
Limitations to be aware of
Zapier is excellent for simple, linear automations. Be aware that:
- It only works with apps that have built an integration, though the list is long and growing
- Each Zap connects one trigger to one action, so complex processes may need several Zaps
- There can be a delay before Zaps run on lower plans
- If an app changes its API or your login expires, Zaps can stop until you reconnect
- Sensitive data passes through a third party, so check this fits your obligations
Alternatives include IFTTT, which focuses more on personal and consumer apps. For processes that are central to your business, high volume or unusual, a custom integration built directly on the apps’ APIs is often more reliable.
When to get help
Consider bringing in a specialist when:
- You have many Zaps and no one is sure what each does
- A process needs logic that Zapier struggles with
- You need two apps to sync data both ways
- The volume of tasks is making the subscription expensive
FAQ
Do I need technical skills to use Zapier?
No. If you can use the apps involved, you can usually set up a Zap. Some familiarity with how your data is organised helps.
Is Zapier safe?
Zapier connects to apps through their official login and permission systems. As with any service, use strong passwords and review which accounts are connected.
What if my app is not on Zapier?
Check whether the app supports email notifications, RSS or webhooks, which Zapier can often use. Otherwise a developer can build a direct integration.
Automate the busywork
If repetitive admin is eating your team’s time, we can map your processes and set up automations that just run. See how we automate the busy work.
