Article · ~9 min read

When to build a custom integration instead of using Zapier

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This backs up the most important line in the short answer: do not build custom middleware until an automation tool genuinely cannot express the logic. It lays out the specific signals (cost at volume, latency, logic no tool can handle) that justify a custom build. Reading it stops you from over engineering a problem a webhook already solves.

• Start no code, prove the workflow, then decide
• Build custom only when logic, latency, or cost demand it
• The no code version doubles as a spec for the custom build