Make

Make (formerly Integromat) is a visual workflow automation platform that connects your applications and automates business processes without code. Instead of manually transferring data between tools, Make lets you build "scenarios" — visual workflows that trigger automatically, move data between apps, transform information, and take actions based on conditions you define.

The platform was founded in 2012 as Integromat and rebranded to Make in 2022 after being acquired by Celonis. With over 1,800 native app integrations and an HTTP module that connects to any REST API, Make serves as the connective tissue between virtually every SaaS tool in a modern business stack.

What distinguishes Make from simpler automation tools like Zapier is its visual canvas approach and the complexity of workflows it supports. Where Zapier excels at simple "if this, then that" automations (new form submission → create spreadsheet row), Make handles multi-step workflows with conditional branching, loops, parallel paths, error handling, and sophisticated data transformation — all visible on a drag-and-drop canvas that makes workflow logic clear and auditable.

Make processes billions of operations monthly for over 500,000 organizations, ranging from solo entrepreneurs automating lead management to enterprises orchestrating complex business processes across dozens of tools.

Operations managers get the most transformative value from Make. Process automation is the core of operations management, and Make turns manual workflows into automated systems. Data syncing between CRM and project management, automated reporting from multiple sources, inventory updates across platforms, and customer communication triggers — all can be built visually without involving IT.

Marketing teams automate campaign workflows: when a lead fills out a form, create a contact in HubSpot, add them to an email sequence in Mailchimp, notify the sales team in Slack, and log the event in Google Sheets. These multi-step marketing automations run automatically, ensuring no lead falls through the cracks.

Developers and technical teams use Make for integration work that would otherwise require custom API development. The HTTP module and JSON parsing capabilities make it possible to build integrations between any API-enabled tools in minutes rather than the days it would take to code custom connectors.

E-commerce businesses automate order processing, inventory sync, customer notifications, and financial reporting across Shopify, payment processors, fulfillment services, and accounting software.

Small businesses and freelancers automate the administrative work that eats into productive time: invoicing workflows, client onboarding sequences, social media posting, and data backup routines.

Not ideal for: Users who want the simplest possible automation with zero learning curve (Zapier is simpler for basic automations). Enterprises that need on-premise automation deployment (n8n or Microsoft Power Automate may be better). Teams with very low automation volume (the free tier's 1,000 operations may not justify the setup time).

Visual Scenario Builder

Make's canvas is the core differentiator. You build workflows by dragging modules (each representing an app action) onto a visual canvas and connecting them with lines that show how data flows. The result is a workflow diagram that anyone can understand — which module fires first, where the data goes, what happens at each branch point, and how errors are handled.

This visual approach has a significant advantage over Zapier's linear step format for complex workflows. When a scenario has conditional branches (if the deal value is over $10,000, route to the enterprise team; otherwise, route to SMB), the canvas shows both paths clearly. When a scenario loops through a list of items, the loop is visible on the canvas. This makes debugging, auditing, and modifying workflows dramatically easier.

1,800+ App Integrations

Make connects to major platforms across every business function: CRM (Salesforce, HubSpot, Pipedrive), marketing (Mailchimp, ActiveCampaign, Facebook Ads), project management (Asana, ClickUp, Monday.com, Notion), finance (QuickBooks, Stripe, Xero), e-commerce (Shopify, WooCommerce), communication (Slack, Microsoft Teams, Gmail), and hundreds more.

Each integration provides multiple modules — not just triggers and actions, but also searches, updates, deletes, and bulk operations. This granularity means you can build sophisticated workflows that go beyond simple data transfer.

Advanced Logic

Make supports conditional routing (if/else), iterators (loop through arrays), aggregators (combine multiple items into one), error handlers (retry, ignore, or route errors), and routers (split workflows into parallel paths). These capabilities enable enterprise-grade automation:

• Conditional routing: If a support ticket is priority "urgent," page the on-call engineer. Otherwise, add to the queue.
• Loops: Process each line item in an invoice, creating a separate record for each in the accounting system.
• Error handling: If the API call fails, wait 5 minutes and retry. After 3 failures, send an alert to the team.
• Parallel paths: When a deal closes, simultaneously update the CRM, create a project in Asana, send a Slack notification, and generate an invoice.

Data Transformation

Make includes built-in functions for transforming data between apps without code: text manipulation (split, join, replace, format), number operations (math, rounding, currency conversion), date handling (format, calculate intervals, timezone conversion), and JSON/XML parsing. This is critical for real-world automation, where data formats rarely match between source and destination apps.

HTTP/Webhook Module

The HTTP module connects Make to any application with a REST API, even if that app does not have a native Make integration. This effectively makes Make compatible with every web-based tool. You configure the API endpoint, authentication, headers, and body, and Make handles the request/response cycle within your workflow.

Webhooks enable real-time triggers from any app that supports them, making your automations instant rather than scheduled.

Lead Management and CRM Automation

Marketing and sales teams automate the lead lifecycle: when a form is submitted (Typeform, Google Forms, website), create a contact in the CRM (HubSpot, Salesforce), add to an email nurture sequence (Mailchimp, ActiveCampaign), assign a sales owner based on territory or deal size, and notify the assigned rep via Slack or email. This workflow ensures every lead is captured, categorized, and followed up on within minutes.

Cross-Platform Data Sync

Operations teams keep data consistent across tools that do not natively integrate. Sync customer data between CRM and support platforms, keep project status updated across project management tools and reporting dashboards, and mirror product catalog changes from e-commerce to accounting systems. Make handles the transformation and mapping that makes disparate data structures compatible.

Automated Reporting

Build scenarios that pull data from multiple sources (Sheets, CRM, analytics platforms, ad platforms), aggregate and transform the numbers, and deliver formatted reports via email, Slack, or dashboard updates. Monthly revenue reports, weekly marketing performance summaries, and daily sales pipeline snapshots can all be automated.

E-Commerce Operations

Automate the operational backbone of e-commerce: new order → update inventory → trigger fulfillment → send tracking email → update accounting. Returns processing, inventory alerts, and customer review requests all follow similar patterns that Make handles reliably.

Content and Social Media Workflows

Automate content distribution: when a blog post is published (WordPress), share to social media (Buffer, LinkedIn, Twitter), notify the team (Slack), and update the content calendar (Notion, Airtable). Content repurposing workflows convert blog posts into social media snippets, email newsletter content, and internal knowledge base updates.

Free ($0/month) includes 1,000 operations/month, 2 active scenarios, and a 15-minute minimum execution interval. All 1,800+ app integrations are available. The free tier works for testing and very light automation needs.

Core ($9/month billed annually) provides 10,000 operations/month, unlimited active scenarios, and a 5-minute minimum interval. This is the practical starting point for most users. At $9/month, it is significantly cheaper than Zapier's Starter plan ($20/month) and includes more complex workflow capabilities.

Pro ($16/month billed annually) adds custom variables, full-text execution log search, priority scenario execution, and custom functions. The Pro plan is for power users who build complex automations and need better debugging and performance.

Teams ($29/month billed annually) adds team collaboration features, shared scenarios and connections, and high-priority execution. This is for organizations where multiple people build and manage automations.

All paid plans can purchase additional operations — typically $9/month per additional 10,000 operations.

Value assessment: Make's pricing is one of its biggest advantages over Zapier. For equivalent functionality, Make typically costs 2-5x less than Zapier, especially for complex, multi-step workflows. A workflow that costs $73/month on Zapier (due to multi-step pricing) might cost $9/month on Make. For teams with significant automation needs, the savings are substantial.

Make's integration library spans 1,800+ apps across every business category. Key integrations include:

CRM: Salesforce, HubSpot, Pipedrive, Zoho CRM Marketing: Mailchimp, ActiveCampaign, Facebook/Meta, Google Ads Project Management: Asana, ClickUp, Monday.com, Notion, Trello, Jira Communication: Slack, Microsoft Teams, Gmail, Outlook, Discord Finance: QuickBooks, Stripe, Xero, PayPal E-commerce: Shopify, WooCommerce, BigCommerce AI: OpenAI, Google Gemini, Anthropic Development: GitHub, GitLab, AWS, Google Cloud Productivity: Google Workspace, Microsoft 365, Airtable, Notion

The HTTP/Webhook module extends this to any API-enabled application.

Pros:

• Visual workflow builder — The canvas approach makes complex automation logic visible and understandable. Building, debugging, and modifying workflows is intuitive.
• Powerful complexity handling — Branching, loops, error handling, and data transformation enable enterprise-grade automation that simpler tools cannot achieve.
• Significantly cheaper than Zapier — For equivalent workflows, Make typically costs 2-5x less. The pricing model is more favorable for multi-step, operations-heavy automations.
• 1,800+ integrations plus HTTP — Native integrations cover most major tools, and the HTTP module connects to anything with an API.
• Data transformation built in — Manipulate, format, and transform data between apps without code, which is essential for real-world integration work.
• Reliable execution — Error handling, retry logic, and execution monitoring ensure automations run reliably in production.

Cons:

• Steeper learning curve — More powerful than Zapier but takes longer to learn. The visual canvas is intuitive for understanding workflows but building complex scenarios requires learning Make's specific concepts.
• Operations pricing can be confusing — Understanding what counts as an "operation" and estimating monthly usage requires some experience. Unexpected spikes can exhaust your allocation.
• Web-only — No desktop or mobile apps. All scenario building happens in the browser.
• Complex scenarios can get messy — Very large workflows with dozens of modules become visually complex and hard to navigate on the canvas.
• Documentation could be better — While improving, Make's documentation and community resources are less extensive than Zapier's.
• Not the simplest option — For basic "if this, then that" automations, Make is more tool than needed. Zapier is simpler for straightforward single-step workflows.

Make vs Zapier

The most common comparison. Zapier is simpler to learn and has more native integrations (6,000+ vs 1,800+). Make is more powerful for complex workflows, significantly cheaper, and offers a visual builder that makes complex logic understandable. Choose Zapier for simple, single-step automations and if you value the widest possible integration library. Choose Make for multi-step workflows with branching, loops, and data transformation — and if pricing matters.

Make vs Microsoft Power Automate

Power Automate integrates deeply with the Microsoft ecosystem (Office 365, Dynamics, Azure). Make integrates broadly across all SaaS tools. Power Automate is the natural choice for Microsoft-heavy organizations. Make is better for teams using diverse tool stacks with non-Microsoft apps.

Make vs n8n

n8n is an open-source automation tool that can be self-hosted. Make is a cloud-hosted SaaS. n8n offers complete control over infrastructure and data, which matters for regulated industries. Make offers a polished, maintained experience without infrastructure overhead. Choose n8n for on-premise requirements or absolute data control. Choose Make for convenience and a managed service.

Step 1: Create a free account. Go to make.com and sign up. The free tier provides 1,000 operations to explore the platform.

Step 2: Try a template. Browse the template library and find an automation that matches your need. Common starting points: "new form submission → Google Sheets row" or "new email → Slack notification." Templates provide pre-built scenarios you can customize.

Step 3: Build your first scenario. Click "Create a new scenario." Add a trigger module (the event that starts the workflow), connect an action module (what happens), and test with real data. The visual canvas shows data flowing from trigger to action.

Step 4: Add complexity. Add a router to create conditional paths. Add a data transformation module to format data. Add error handling to manage failures. Each addition builds on the visual workflow you have already created.

Step 5: Activate and monitor. Turn on your scenario and let it run. Check the execution log to verify it is working correctly. Adjust triggers, timing, and actions based on real-world results.

Step 6: Scale gradually. As you identify more manual processes, build additional scenarios. Start simple, verify they work, then add complexity. The scenarios library grows into a comprehensive automation layer for your business operations.

Make earns an 8/10 as the best visual automation platform for teams that need complex, multi-step workflows at reasonable prices. The canvas-based builder makes workflow logic visible and understandable in a way that no other automation platform matches. For teams that have outgrown simple "if this, then that" automations and need branching, loops, error handling, and data transformation, Make is the strongest option.

The pricing is a major advantage. For equivalent workflows, Make costs significantly less than Zapier, which matters for growing businesses that automate more processes over time. The 1,800+ integrations plus HTTP module cover virtually any tool combination, and the data transformation capabilities handle the messy reality of connecting apps with different data formats.

The learning curve is the main trade-off. Make is more powerful than Zapier but takes longer to learn. For teams that only need simple, single-step automations, Zapier's simplicity may be more appropriate. For teams with complex operational workflows, Make's power justifies the learning investment.

Bottom line: If you are spending hours per week on manual data entry, data transfer between tools, or repetitive multi-step processes, Make can automate those workflows at a fraction of what Zapier charges. Start with the free tier, automate your most painful manual workflow, and expand from there. The visual canvas will change how you think about business process automation.