Staff Writer AccountingWEB
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Integromat: The automation integrator

Meet Integromat, one of four official third-party integration platforms used by Airtable to integrate with apps and modules.

4th Dec 2019
Staff Writer AccountingWEB
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Integromat list of integrations

Despite considering shutting down third party-integrators, Airtable has kept the likes of Integromat, Zapier, Workato and These services allow users to easily build their own app or module integrations and automate workflow without requiring any coding or programming skills.

Integromat is a three-year-old Czech-based cloud integration tool that provides over 350 in-built integrations, including the likes of Xero, QuickBooks, Revolut, Zoho Books, (and of course Airtable). However, Integromat uses HTTP/SOAP and JSON modules to easily to connect to any web service without writing any code, making almost all online integrations feasible. 

Integromat growth specialist Martin Etchegaray told AccountingWEB that Integromat “allows both tech and non-tech users to create integrations between apps that solve specific problems, improve workflows and create custom apps.”

Apps and companies like Integromat work together to provide a technical framework that allows users to connect apps. Apps like Airtable create APIs which platforms like Integromat use to create integrations. “We get the API from Airtable, in this case, and adapt it to connect with other services to solve specific problems,” explained Etchegaray. “In the case of Airtable and Integromat, you can automate a series of workflows.” 

How do I integrate with Integromat?

There are two primary ways to integrate apps. The first option is to rely on existing templates (premade integrations) which cover the common uses. Templates can be chosen relevant to the app selection, eg by looking at Xero or Quickbooks integration templates. “Users simply select a template provided, complete the fields specific to their business and get going,” said Etchegaray. 

The second option is to use Integromat’s main product and create the integration yourself with the visual builder. Integromat’s visual builder is a user interface in which users drag and drop the apps they want to integrate. “Every app has modules,” Etchegaray explained. “Integromat creates modules that perform actions, and users select and configure the modules to integrate the apps, that's how it works.”

Etchegaray admitted, “there can be bottlenecks and complication in doing so, of course, because there are virtually endless combinations between apps and modules. But that is where the user's imagination comes into play.” And for any issues that may arise, “there is customer support and people to help users complete their integrations,” added Etchegaray.

An example of using Integromat

Integromat links can be used to integrate accounting platforms with eCommerce platforms WooCommerce. Users can create Quickbooks or Xero invoices for new WooCommerce orders by watching for orders placed on WooCommerce. Every time an order is created, Integromat will automatically create a new invoice in QuickBooks or Xero. Links can then be made to amend and send out created invoices. Subsequent links with payment services such as Revolut can be made to prompt Xero or QuickBooks to create and send a receipt of sale to the customer when payment is received in Revolut.

Module and application integrations

All Integromat integrations have two layers as they can be modular or app-specific. This applies to both template and custom-built integrations as every app has a series of modules Integromat can use to define the actions requiring automation.

According to Etchagary, “most apps don't give you full access to the app features and functions, for a number of reasons.” Here, the modules come into play. “In partnership with apps, we developed relevant modules that are useful for specific integrations,” he explained. 

For Gmail, there are three types of modules: triggers, actions, and iterators. A trigger will watch emails and is triggered when a new email is received and processed according to the criteria the user specifies. Actions will perform singular processes like sending, moving, copying and creating emails. Iterations will dictate when and how frequently a process is repeated. 

And the cost?

Integromat is a freemium service with a free plan which includes all of its features and integrations. The free plan offers up to 1,000 operations (an action), 100 MB of data transfer and no more than 15 minutes between actions. Priced plans start from £7 per month with increasing operations, transfer data and faster operation intervals.

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