What does Zapier do?
- Runs Zaps that start from an app event, schedule or webhook and perform actions in other apps, across a directory of 10,304+ apps.
- Bills by task: each successful action step is 1 task, while triggers, failed steps and built-in tools such as Formatter, Filter, Paths, Delay, Looping and Storage are free.
- Includes Webhooks by Zapier on Professional, Team and Enterprise (not Free): a Catch Hook trigger accepts POST payloads up to 10 MB and runs the Zap once per object in a JSON array.
- Connects to Clay in both directions: a Clay app on Zapier with Create Record in Table and Update Record in Table actions, and a Clay HTTP API column that posts rows to a Zapier Catch Hook.
- Checks polling triggers every 15 minutes on Free, 2 minutes on Professional and 1 minute on Team, which sets how fast a non-webhook trigger reacts.
- Adds Tables, Forms, AI by Zapier steps, Agents and an MCP server on the same account, all drawing from one task allowance.
Where does Zapier fit in a GTM engineering stack?
Zapier is the no-code glue in a GTM engineering stack: it catches events from apps without a Clay integration, such as bookings, form fills or CRM changes, and moves them into or out of Clay.
- 1A trigger fires in a source app, for example a new HubSpot contact or a submitted form
- 2Zapier's Clay action creates a row in a Clay table with the contact's email and company
- 3Clay enriches the row and scores it with an OpenAI column
- 4A Clay HTTP API column posts qualified rows to a Zapier Catch Hook
- 5Zapier routes the lead to Slack, updates the contact in HubSpot or sends it to lemlist
See how every layer connects in Clay integrations: how the GTM engineering stack fits together.
How do you use Zapier?
Zapier's official walkthrough, from the Zapier YouTube channel.
How much does Zapier cost?
Prices as shown on Zapier's pricing page on 17 October 2026 (USD). Free plan: Free plan: 100 tasks a month, two-step Zaps only, unlimited Zaps, 15-minute polling, 1 seat, Tables up to 2,500 records and Forms up to 10 pages. Free trial: 14-day free trial of Professional for new accounts, no credit card required. Team trials can be started in the product; Enterprise trials are arranged with Sales.
Free
$0
Not applicable
100 tasks a month, two-step Zaps, no webhooks.
Professional
From $19.99/month billed annually, or $29.99/month billed monthly
Monthly or annual
Starting tier is 750 tasks a month; tiers run to 2,000,000 tasks (for example 2,000 tasks at $49 annual / $73.50 monthly, 10,000 at $129 / $193.50, 50,000 at $289 / $433.50). Multi-step Zaps, premium apps, webhooks, AI by Zapier, filters and paths, 2-minute polling.
Team
From $69/month billed annually, or $103.50/month billed monthly
Monthly or annual
Starting tier is 2,000 tasks a month (10,000 tasks at $169 annual / $253.50 monthly). Up to 25 users, shared workspace and app connections, SAML SSO, audit log, priority support, 1-minute polling.
Enterprise
Contact sales
Annual, custom
Unlimited users, SCIM, advanced admin controls, analytics, custom data retention, annual task limit.
Annual billing is 33% off the monthly rate. With pay-per-task enabled, tasks above your allowance are billed at 2.5x the base rate on monthly plans and 1.25x on annual plans, and usage pauses at 3x the subscription; with it disabled, Zaps stop at the limit until the next cycle. A Zapier MCP tool call counts as 2 tasks, and Code by Zapier bills extra runtime in 30-second blocks of 1 task each.
Who is Zapier best for?
A good fit if you
- GTM engineers who need to get inbound events (a Typeform submission, a Calendly booking, a new HubSpot contact) into a Clay table without writing code or hosting anything.
- Short, linear handoffs between tools that already have Zapier apps, such as sending a Clay-qualified lead to Slack or a CRM, where task volume stays in the low thousands a month.
- Teams that want SAML SSO, shared app connections and an audit log on a no-code tool: these come with the Team plan from $69 a month billed annually.
Look elsewhere if you
- High-volume or long multi-step workflows: Zapier charges per action step, so a 10-step Zap on 5,000 records is up to 50,000 tasks, which costs $289 a month on Professional billed annually.
- EU teams that need data kept in the EU: Zapier stores customer data on AWS in US-East-1 and says region-specific data residency is not available unless otherwise agreed.
- Free-plan builds that need webhooks or more than one action: the Free plan is limited to two-step Zaps and excludes Webhooks by Zapier.
Does Zapier integrate with Clay and your CRM?
- Clay
- Native Clay integration. Clay lists Zapier with one action, Send Zap Data to Clay, which sends data from a Zap to a new or existing Clay table; it needs your own Zapier account and the listing shows it as included in Launch+. On the Zapier side, the Clay app has Create Record in Table, Update Record in Table and Find Row in Table, but no triggers, so Clay-to-Zapier runs through a Clay HTTP API column posting each row to a Webhooks by Zapier Catch Hook, which needs a paid Zapier plan. (source)
- Integrations
- 10,304+ apps, including Clay, HubSpot, Salesforce, Pipedrive, Attio, Close, Apollo, lemlist, Instantly, HeyReach, PhantomBuster, Leadfeeder, Apify, Calendly, Typeform, Slack, Google Sheets and a ChatGPT (OpenAI) app, plus Webhooks by Zapier for any service with an HTTP API. (source)
- GDPR
- Zapier's security page says customer data is stored on AWS in the United States, and its MCP security docs specify AWS US-East-1 with no region-specific data residency unless otherwise agreed. Zapier acts as a processor under GDPR and UK GDPR, with DPA-backed processor terms and Standard Contractual Clauses for international transfers, and holds SOC 2 Type II and SOC 3 reports. Zapier states it does not train on the data that runs through workflows on any plan. (source)
What are the best Zapier alternatives?
Other automation and AI tools that do the same job in a GTM engineering stack, with their own trade-offs.
Hosted visual automation platform (owned by Celonis) that connects 3,500+ apps in scenarios billed by credits.
- Pricing
- Free plan; paid from $9/mo (annual)
- Free trial
- None listed
Workflow automation platform with AI agent nodes, available as n8n Cloud or as a free self-hosted Community edition.
- Pricing
- Free self-hosted; Cloud €20/mo (annual)
- Free trial
- 14-day n8n Cloud trial with Pro features, no credit card, capped at 1,000 executions and Starter-level compute. A 14-day Business trial is also offered and requires a card.
Zapier FAQs
How do I send data from Zapier to Clay?
Add the Clay app as an action in your Zap and use Create Record in Table, or Update Record in Table to change an existing row. Clay's integrations directory lists the same route as Send Zap Data to Clay, which needs your own Zapier account. Once the row lands, Clay's enrichment columns can run on it automatically.
How do I trigger a Zap from Clay?
Clay has no Zapier trigger, so you push rows out with a Clay HTTP API column. Clay University's guide sets up a Webhooks by Zapier Catch Hook, then POSTs each row's JSON to that URL; a 200 response in the cell confirms delivery. Webhooks by Zapier requires the Professional, Team or Enterprise plan.
What counts as a task in Zapier?
Zapier counts a task each time an action step completes successfully. Triggers, failed actions and built-in tools such as Formatter, Filter, Paths, Delay and Looping do not use tasks. A three-action Zap that runs 1,000 times therefore uses up to 3,000 tasks.
Is Zapier or n8n better for GTM engineering?
Zapier suits no-code teams with short Zaps across apps that already have Zapier integrations. n8n bills per workflow run rather than per step and can be self-hosted, which favours long, branching workflows at volume. Price your real monthly step count on both pricing pages before choosing.
Does Zapier store data in the EU?
Zapier stores customer data on AWS in US-East-1, and its docs say region-specific data residency is not available unless otherwise agreed. It offers a DPA with Standard Contractual Clauses for EU and UK transfers.
Compare and learn
Want a GTM engineering system built for you?
Tentt builds signal-driven outbound, enrichment and CRM systems into B2B companies' stacks. Or start free with the resources from every video.
Sources
Checked on 17 October 2026.
Pricing, integrations and data policies are checked against Zapier's own pages. How we research tools.