What is API Integration?
An API, or application programming interface, is a set of rules that lets one piece of software request data or actions from another. An API integration uses those rules to connect systems, for example sending a new customer from a website form into a CRM, or creating an invoice in accounting software when a job is marked complete.
Many tools small businesses use, such as QuickBooks, HubSpot, Jobber, and Google Workspace, offer APIs, and automation platforms like Zapier and Make provide ready-made connections on top of them. When a ready-made connector does not exist or is too limited, a custom API integration can fill the gap.
API integrations are generally more reliable than screen-scraping or manual exports because they use a supported, structured channel. They still need monitoring, since APIs change over time and connections can fail, so a well-built integration logs errors and alerts someone when data does not move as expected.
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