Zapier Review: Pricing, Features & What the Data Shows
The no-code integration platform that connects 6,000+ apps without engineering help.
What Zapier Does
Zapier is the no-code integration platform that has become synonymous with connecting SaaS applications. With 6,000+ app connectors, it lets non-technical teams build automated workflows — called Zaps — that move data between tools without writing code or waiting on engineering resources. For RevOps teams, Zapier is the Swiss Army knife that handles lead routing, CRM syncing, notification triggers, and dozens of other data plumbing tasks that would otherwise require custom development.
Zapier's competitive advantage is the breadth of its integration library. No other platform — not Make, not Workato, not MuleSoft — connects to as many applications. This matters because the value of an integration platform is directly proportional to how many of your tools it supports. Zapier's 6,000+ connectors mean that virtually any SaaS tool your team uses will have a pre-built integration. The trade-off is depth: Zapier's integrations tend to support common actions (create record, update field, send notification) but may not expose every API endpoint that a custom integration would.
The platform has evolved significantly from its simple 'if this then that' origins. Multi-step Zaps chain together sequences of actions across multiple apps. Paths add conditional branching logic. Filters, formatters, and code steps handle data transformation. Sub-Zaps enable reusable workflow modules. These features make Zapier capable of handling surprisingly complex automation — though workflows beyond 10-15 steps become difficult to debug and maintain. For truly enterprise-grade integration needs, teams eventually graduate to Workato, Tray.io, or custom-built solutions.
The practical buyer consideration is cost at scale. Zapier's task-based pricing means every action in every Zap consumes a task. A 5-step Zap that runs 100 times per day uses 500 tasks daily — 15,000 per month. At $49/month for 2,000 tasks, high-volume workflows quickly push you into expensive tiers. Teams that start on Zapier often find that as automation scales, switching to Make (2-3x more tasks per dollar) or self-hosted n8n (unlimited tasks) becomes economically necessary.
Zapier Key Features
6,000+ App Integrations
The largest integration library of any no-code platform. Each integration includes pre-built triggers (events that start a Zap) and actions (operations the Zap performs). Common triggers include 'new record created,' 'field updated,' and 'form submitted.' Common actions include 'create record,' 'update record,' and 'send notification.' The breadth means you can connect virtually any SaaS tool — from mainstream CRMs to niche industry software. Integration depth varies: popular apps like Salesforce and Slack have 50+ triggers and actions, while niche apps may only support basic operations.
Multi-Step Workflows
Chain together multiple actions across different apps in a single Zap. A typical RevOps workflow: form submission triggers → enrichment lookup → CRM record creation → Slack notification → email sequence enrollment. Available on Starter plan and above. Each step consumes one task, so complex workflows consume tasks quickly. Multi-step Zaps support up to 100 steps per workflow, though anything beyond 15-20 steps becomes unwieldy to build and debug.
Paths (Conditional Logic)
Add if/then branching to Zaps based on data values. For example: if lead source is 'enterprise,' route to AE team in Salesforce; if lead source is 'self-serve,' add to product-led nurture sequence in HubSpot. Paths support up to 5 branches per path step, with nested paths possible for more complex logic. This feature elevates Zapier from simple point-to-point integrations to genuine workflow automation — though the visual builder becomes cramped with more than 3-4 branches.
Webhooks & Custom Code
Send and receive webhooks for real-time integration with custom APIs and services that don't have native Zapier apps. Code steps support JavaScript and Python for custom data transformation and logic. Available on Professional plan and above. These features bridge the gap between no-code simplicity and custom development flexibility — a RevOps team can receive a webhook from a custom scoring model, transform the payload with Python, and push the result to Salesforce without engineering involvement.
Tables (Built-in Database)
A lightweight database built into Zapier for storing, managing, and automating structured data without an external tool. Useful for maintaining lookup tables, tracking Zap execution logs, or building simple CRM-like record stores for workflows that don't need a full CRM. Tables can trigger Zaps when records are added or updated. It's basic compared to Airtable or Google Sheets, but the native Zapier integration makes it convenient for Zap-centric workflows.
Team Collaboration & Admin
Shared workspaces, role-based access, and centralized billing on Team plan ($69/month) and above. Admins can see all Zaps across the organization, manage shared app connections, and enforce SSO. For companies with multiple teams building Zaps independently, the admin features prevent the 'Zap sprawl' problem where dozens of undocumented automations run without anyone knowing what they do or who built them. Enterprise features (custom retention, audit logs) require custom pricing.
Who Uses Zapier
RevOps Lead Routing & Enrichment
The most common Zapier use case for B2B teams. A typical workflow: new lead submits a form on the website → Zapier enriches the lead with Clearbit or Apollo data → routes to the correct sales rep in Salesforce based on geography, company size, or lead score → sends a Slack notification to the rep → creates a follow-up task in the CRM. This 5-step automation replaces what would otherwise be a manual process (or a custom integration project) and runs within minutes of form submission. Most RevOps teams have 10-30 active Zaps handling various lead processing workflows, consuming 2,000-10,000 tasks per month.
Cross-Tool Data Syncing
Operations teams use Zapier to keep data consistent across tools that don't have native integrations. Common examples: syncing HubSpot contacts to Intercom for customer messaging, pushing closed-won deals from Salesforce to accounting software for invoicing, or keeping a Google Sheet updated with real-time pipeline data for board reporting. These synchronization Zaps are typically simple (2-3 steps) but high-volume, running thousands of times per month. For critical data syncs, the 1-2 minute polling delay on standard plans can be a limitation — real-time needs push teams toward webhook-based triggers or enterprise iPaaS tools.
Marketing-to-Sales Handoff Automation
Marketing teams use Zapier to automate the lead handoff process. When a prospect hits a lead scoring threshold in the marketing automation platform, Zapier triggers a sequence: update the lead status in the CRM, assign to the appropriate sales rep based on territory rules, send a Slack alert with the lead's engagement history, and optionally enroll in a sales engagement sequence in Outreach or Salesloft. The automation ensures no leads fall through the cracks during handoff and provides sales with immediate context about what the prospect engaged with before reaching out.
Zapier Pricing
Free
100 tasks/mo, 5 Zaps, single-step only
Starter
750 tasks/mo, multi-step Zaps
Professional
2,000 tasks/mo, custom logic, webhooks
Team
2,000 tasks/mo, shared workspaces, SSO
Zapier's pricing is task-based, and understanding task consumption is critical to avoiding bill shock. The Free plan includes 100 tasks/month and 5 single-step Zaps — enough to test the platform but not for real workflows. Starter at $20/month provides 750 tasks and multi-step Zaps. Professional at $49/month includes 2,000 tasks plus webhooks, code steps, and paths. Team at $69/month adds shared workspaces, admin controls, and SSO.
The task math matters more than the base subscription price. Each action in a Zap consumes one task. A 5-step Zap processing 50 leads/day uses 250 tasks/day or 7,500/month — far exceeding the Professional plan's 2,000 task limit. Additional tasks are available in bundles: Professional bumps to 5,000 tasks for $99/month or 10,000 tasks for $149/month. High-volume operations teams commonly spend $200-500/month on Zapier.
Compared to Make (formerly Integromat), Zapier is 2-3x more expensive per task. Make's Pro plan at $16/month includes 10,000 operations versus Zapier's 2,000 tasks at $49/month. Make's UI is more complex but handles branching and data transformation better. For cost-sensitive teams with technical comfort, Make is the economical choice. Self-hosted n8n eliminates per-task costs entirely for teams with engineering resources to maintain it.
One hidden cost: premium app integrations (Salesforce, HubSpot CRM, Marketo) are only available on Professional and above. If your most critical integrations involve premium apps, the $20/month Starter plan won't work. Check Zapier's premium app list before choosing a plan.
Job Market Demand for Zapier
Zapier appears in 17 job postings across 11 companies in our database of 23,338+ analyzed job postings. The average salary range for roles requiring Zapier: $101K - $131K.
Department
- Senior Marketing Operations Manager, Product-Led Growth
- Senior Marketing Operations Manager, B2B Sales
- Revenue Operations Manager, GTM Systems & Integrations
- brex (4)
- olly olly (2)
- waller group properties (1)
- snappr (1)
- rainbow services (1)
Commonly Used With Zapier
Based on job posting co-occurrence data, these tools are most frequently mentioned alongside Zapier:
Pros & Cons
Pros
- 6,000+ app integrations — largest ecosystem of any iPaaS
- No-code interface — non-technical teams can self-serve
- Free tier for basic automations
- Paths, filters, and formatters handle complex logic
- Reliable — high uptime and solid error handling
Cons
- Task-based pricing gets expensive at scale
- Not real-time — minimum 1-2 minute polling delay on most plans
- Complex workflows become hard to manage and debug
- No native data transformation beyond basic formatting
- Enterprise features (SSO, admin controls) require Team+ plan
Best for: SMBs and ops teams needing quick integrations between SaaS tools without engineering help
Not ideal for: Enterprise teams needing real-time, high-volume data orchestration
Zapier Alternatives
| Tool | Starting Price | Job Mentions | Best For |
|---|---|---|---|
| Make | $0 | 4 | Ops professionals, agencies, and technical teams who build automations regularly and want more power and lower costs than Zapier |
| n8n | $0 | 6 | Technical teams and ops professionals who need high-volume automation without per-task pricing, especially those comfortable self-hosting |
| Workato | Custom | 5 | Mid-market to enterprise companies that need automation capabilities beyond Zapier but don't want the complexity of MuleSoft |
| Tray.io | ~$600/mo | 3 | RevOps and business systems teams at mid-market to enterprise companies (200+ employees) running complex, multi-step automations across their GTM tech stack. Particularly strong when you've hit the ceiling of what Zapier can do and need more logic, volume, and control. |
Frequently Asked Questions
What is Zapier used for in RevOps?
RevOps teams use Zapier to automate data flows: syncing form submissions to CRM, triggering data enrichment on new leads, routing leads to the right rep based on criteria, and keeping tools in sync without manual data entry.
Zapier vs Make (Integromat) — which is better?
Zapier has more integrations (6,000+ vs 1,500+) and a simpler interface. Make is cheaper, handles complex branching logic better, and offers more tasks per dollar. For simple automations, Zapier. For complex workflows on a budget, Make.
Our Verdict on Zapier
Zapier is the right starting point for any team that needs to connect SaaS tools without engineering resources. The 6,000+ integration library is unmatched, the no-code interface is accessible to non-technical ops professionals, and the platform handles 80% of common B2B automation needs reliably. For RevOps teams building their first automated workflows, Zapier is the default choice.
The trade-off is cost at scale and complexity ceiling. Task-based pricing means costs increase linearly with automation volume — teams processing 10,000+ actions per month will find Zapier expensive relative to Make or self-hosted alternatives. Complex workflows with many branches, error handling, and data transformations push against Zapier's UI limitations and become difficult to maintain. For enterprise integration needs — real-time data sync, high-volume ETL, complex transformation logic — Workato, Tray.io, or MuleSoft are more appropriate, albeit at 10-50x the price with corresponding implementation complexity.
Zapier appears in 17 job postings across 11 companies in our database, with an average salary range of $101K-$131K. It co-occurs most frequently with Salesforce (9 mentions), HubSpot (8), and Marketo (5), confirming its role as the glue layer in marketing and sales tech stacks. The strong co-occurrence with Make (4 mentions) and n8n (3) suggests that companies increasingly evaluate Zapier alongside cheaper alternatives. Operations and marketing roles account for the majority of postings, reflecting Zapier's adoption by non-engineering teams.