[GTM glossary](/glossary.md) Native integration Data & Enrichment # Native integration Also known as: native integrations In short A native integration is a connection between two software products that the vendor builds, hosts, and maintains itself. You usually enable it from a settings page, sign in to both tools, and map fields, with no custom code or middleware required. Native integrations matter in GTM because data tools only help when their output reaches the CRM, sales engagement, and marketing tools reps use every day. How well that connection works decides whether data stays fresh or goes stale in exports. ## Native vs. other integration types * **Native integration:** Built and supported by one of the vendors. Setup is point-and-click, and updates ship with the product. * **Middleware or iPaaS:** A third-party automation tool sits between the apps. Flexible and covers many apps, but adds another system to pay for and monitor. * **Custom API integration:** Your engineers build the connection against an API. Most flexible, but you own the maintenance. * **CSV import and export:** Manual file transfers. Simple, but always out of date. --- ## What to check before relying on one ### Sync direction and frequency Is the sync one-way or two-way, real-time or scheduled? A nightly one-way sync behaves very differently from a live two-way one. ### Field mapping and objects Which objects (leads, contacts, accounts, opportunities) and which fields are supported? Can you map custom fields? ### Overwrite rules Decide whether enriched data may overwrite existing CRM values. Unclear rules are the main source of data loss. ### Limits and permissions Check API call limits, user permissions, and what happens when a sync fails. --- ## Example Say a team enriches new leads with company and contact data. With a native CRM integration, a new lead can trigger enrichment, the returned fields can write back to the lead record, and a routing rule can fire, all inside the tools. Without it, someone exports a file, uploads it, and the data is outdated by the time reps see it. --- ## Common mistakes * **Assuming "integrates with" means full sync:** Some listings only push data one way or cover a few fields. Read the documentation. * **Skipping a sandbox test:** Test field mapping in a sandbox before connecting a production CRM. * **No owner:** Assign someone to watch sync errors and review mappings when the schema changes. --- ## Native integration FAQs **What is a native integration?** A native integration is a connection between two software products that one of the vendors builds and maintains. You turn it on in settings and map fields without custom code or a separate automation tool. **What is the difference between a native integration and an API integration?** A native integration is a ready-made connector supported by the vendor. An API integration is one your team or a developer builds against the vendor's API. The API route is more flexible, but you own the build and ongoing maintenance. **Are native integrations better than Zapier or other middleware?** Not always. Native integrations are easier to set up and are supported by the vendor, but middleware can connect more apps and support custom logic. Choose based on the sync depth, volume, and flexibility your workflow needs. **What should you check before using a native CRM integration?** Check which objects and fields sync, whether it is one-way or two-way, how often it runs, how overwrites are handled, and what API limits apply. Test it in a sandbox before connecting your production CRM. Share term --- ## More related phrases * [Field mapping](/glossary/field-mapping.md) * [API](/glossary/api.md) * [Bi-directional sync](/glossary/bi-directional-sync.md) ## Similar phrases * [CRM integration](/glossary/crm-integration.md) CRM integration connects your customer relationship management system with other tools, such as marketing automation, data providers, and sales engagement, so records and activity sync automatically between them. * [Custom API integration](/glossary/custom-api-integration.md) A custom API integration is a purpose-built connection, coded against two systems’ APIs, that moves data between them according to your own business rules when off-the-shelf connectors fall short. * [Data pipeline](/glossary/data-pipeline.md) A data pipeline is an automated sequence of steps that moves data from source systems to a destination, usually transforming and checking it along the way. * [CRM enrichment](/glossary/crm-enrichment.md) CRM enrichment means keeping customer relationship management records complete and current by automatically appending external firmographic, contact, and technology data to each account, contact, and lead. * [Enrichment API](/glossary/enrichment-api.md) An enrichment API lets your own systems send a record, such as an email or domain, and receive additional data back programmatically, instead of using a manual upload or a point-and-click tool.