What Is an API Integration?

An API integration connects two software systems so they can share data automatically. Instead of manually exporting from one system and importing to another, integrations keep them in sync.

The Basic Idea

System A has data. System B needs that data. An API integration: 1. System A exposes an API (a way to request data) 2. System B calls that API (makes requests) 3. Data flows between them

No humans copying and pasting. No CSV exports. The systems talk directly.

Why Integrations Matter

Eliminate manual work. Stop exporting contact lists from your CRM to upload to your email tool. Connect them.

Keep data consistent. When a customer updates their email in one system, it updates everywhere.

Enable automation. When a deal closes in Salesforce, automatically provision the customer in your product.

Get complete views. Combine data from multiple systems to see the full picture.

Types of Integrations

One-way sync. Data flows from A to B. Changes in B don't go back. Simple, common.

Two-way sync. Changes in either system flow to the other. More complex, risk of conflicts.

Event-triggered. When something happens (new order), trigger an action (send notification).

Scheduled. Every hour/day, pull data from A and push to B. Not real-time, but simpler.

Integration Approaches

Point-to-point. Build a direct connection between two systems. Works for simple cases, but doesn't scale. 10 systems = 45 potential connections.

Integration platform (iPaaS). Use a middleware layer that connects to everything. Zapier, Make, Workato. Systems connect to the platform, not each other.

Data warehouse. Pull everything into a central warehouse, then push out to systems that need it. Good for analytics-driven workflows.

Common Business Integrations

CRM ↔ Marketing Automation Salesforce + HubSpot. New contacts sync. Lead scores update.

E-commerce ↔ Accounting Shopify + QuickBooks. Orders create invoices. Payments reconcile.

Website ↔ CRM Form submission creates lead in Salesforce. Chat conversations log automatically.

Support ↔ CRM Zendesk + Salesforce. Support tickets visible on customer record. Account info visible to agents.

Payments ↔ Everything Stripe events trigger provisioning, notifications, analytics updates.

Building Integrations

No-code tools (Zapier, Make) - Connect apps with visual workflows - Great for simple use cases - Limited for complex logic - Ongoing subscription costs

Integration platforms (Workato, Tray) - More powerful than Zapier - Handle complex enterprise needs - Still mostly no-code - Higher price point

Custom development - Full control - Any logic you need - Requires developers - Ongoing maintenance

Embedded iPaaS (Paragon, Merge) - For products that need to offer integrations - Build once, offer to customers - Reduces development burden

Integration Challenges

API rate limits. Most APIs limit requests. Hit the limit and you're blocked. Design accordingly.

Data mapping. Salesforce calls it "Contact." HubSpot calls it "Person." Fields don't match perfectly. Mapping is tedious.

Error handling. What happens when an API is down? When data is invalid? Integrations need to handle failures gracefully.

Authentication. OAuth tokens, API keys, refreshing credentials - managing auth adds complexity.

Versioning. APIs change. Your integration might break when a vendor updates their API.

Monitoring. Is the integration working? How do you know when it fails? Visibility is essential.

Best Practices

Start with the use case. Don't integrate everything because you can. What specific problem does this solve?

Keep it simple. Complex multi-step integrations are fragile. Simpler is more reliable.

Handle errors. Retries, fallbacks, alerting. Failures will happen.

Document everything. What data flows where? What transforms happen? Future you will thank present you.

Monitor actively. Set up alerts for failures. Check regularly that data is actually syncing.

Test thoroughly. Especially two-way syncs. Edge cases multiply.

When to Integrate

Good reasons: - Eliminating significant manual work - Enabling automation that creates value - Creating single source of truth - Customer experience depends on it

Bad reasons: - "We might need it someday" - It seems cool - Everyone else is doing it

Every integration is maintenance burden. Be intentional.

API integrations move data between systems. Learn about how APIs work and data pipelines for analytics.

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Sources: - MuleSoft: What Is API Integration? - IBM: API Integration - Zapier: Introduction to APIs