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Crucial aspects of being a great marketer are being able to measure your success and measure your impact. No matter which metrics you use, you want to prove to your boss (and the company) that you’re worth your salt.
You deserve your budget — and maybe need more of it — and you deserve to dedicate time to the marketing activities that work. Building UTM codes that track your campaigns’ success is the best way to prove it.
In this blog post, you’ll learn what UTM codes are, how to use them, and how to build them in both Google Analytics and HubSpot.

UTM codes are also known as UTM parameters — or tracking tags — because they help you “track” website traffic from its origin.
Now, you might be thinking, “Ginny, I have HubSpot, so I already know if my website traffic is coming from Google, email, social media, and similar marketing channels. What does a UTM code tell me that I don’t already know?”
HubSpot Marketing Hub provides you with these high-level sources of traffic, but UTM also helps you drill down into specific pages and posts within these traffic sources.
UTM Code Example
If you’re promoting a campaign on social media, for example, you’ll know how much traffic came from social media.
Building a UTM code, however, can tell you how much of that traffic came from Facebook or even a particular post on Facebook.
Here’s an example of a URL with its own UTM code highlighted in orange at the end of the URL below:
http://blog.hubspot.com/9-reasons-you-cant-resist-list?utm_campaign=blogpost &utm_medium=social&utm_source=facebook
In the example above, you’re saying that once traffic comes in from people who click this link, the traffic should be attributed to Facebook. The “medium” is social media, while the “source” is Facebook.
Adding these snippets of code after the question mark above doesn’t affect anything on the page — it just lets your analytics program know that someone arrived through a certain source inside an overall marketing channel, as part of a specific campaign.
UTM Tracking
UTM tracking entails adding a UTM code, a snippet of code, to the end of a URL in order to track the performance of your marketing campaigns and content as well as your website’s traffic sources. 
UTM Tracking Best Practices
Here are some best practices to keep in mind when creating and using UTM tracking URLs: 

Make your URLs and links are consistent, clean, and easy to read (you may create a standard for link tagging/UTM parameter guide to ensure consistency here). 
Keep a list of your UTM links so everyone on your team knows which tagged links currently exist. 
Connect UTM tracking to your CRM (like HubSpot) to gain insight into how your bottom line looks. 
Be specific with your URL UTM parameters so your tags clearly state what you’re tracking and where. 
Stick with all lower or upper case — UTM codes are case-sensitive. 
Keep names short but descriptive (e.g. “U.S.” versus “United-States”). 

UTM Parameter Examples & Use Cases
UTM codes can track a medium and a source within that medium. Where it gets more flexible is in the language you use to describe that source. Maybe you want to attribute website traffic to a social network, a type of content, or even the exact name of an advertisement on the web.
Here are the five things you can track with UTM codes and why you might track them:
1. Campaign
Campaign-based tracking tags group all of the content from one campaign in your analytics. The example UTM code below would help you attribute website traffic to links that were placed as a part of a 20% discount promotion you’re hosting.
Example: utm_campaign=20percentpromocode
2. Source
A source-based URL parameter can tell you which website is sending you traffic. You could add the example code below to every link you post to your Facebook page, helping you to track all traffic that comes from Facebook.
Example: utm_source=Facebook
3. Medium
This type of tracking tag informs you of the medium that your tracked link is featured in. You can use the example UTM code below to track all traffic that comes from social media (as opposed to other mediums, like email).
Example: utm_medium=socialmedia
4. Piece of Content
This type of UTM code is used to track the specific types of content that point to the same destination from a common source and medium.
It’s often used in pay-per-click (PPC) campaigns or with two identical links on the same page, as shown in the sample UTM code below.
Example: utm_content=sidebarlink or utm_content=headerlink
5. Term
A term- or keyword-based tracking code identifies the keywords you’ve paid for in a PPC ad. If you pay for a Google Ads campaign to rank under the keyword, “marketing software,” you might add the following UTM code to the end of the link you submit to Google to run this ad.
Example: utm_term=marketing+software
The best part about UTM parameters is that you can make any combination you like of these codes — use the bare minimum (campaign, source, and medium) to track all of your links, or use all of them to get super specific about your tracking.
Clearly, you can use a combination of UTM parameters in lots of ways:

Track the success of certain marketing initiatives.
See how well your social channels promote your content versus when your followers promote your content.
Measure the effectiveness of guest posting referral traffic.
Track the same piece of content across multiple marketing channels.
See where most people click on your internal links in a blog post.

Okay, so you’re on board with UTM codes … but how the heck do you set them up? It’s easy.
Below are instructions for setting up and measuring UTM parameters in Google Analytics and HubSpot.
How to Build UTM Codes in Google Analytics
Here are the steps involved in building UTM codes in Google Analytics. 
1. Open Google’s Campaign URL Builder.
There are three different types of tracking tags you can create in Google, two of which help you track traffic to new apps on app marketplaces. You’ll be using the Google Analytics Campaign URL Builder — the third option on this list.
2. Fill in each link attribute in the following form.
Visit the page linked above and click the link to see this URL builder. Then, you’ll see the UTM builder shown below. Add the URL, Campaign, Source, and Medium information into their respective boxes.

3. Use the link in your marketing campaign.
If you’d like to shorten it, you’ll need a tool like bit.ly … or just use HubSpot’s URL Builder if you’re a HubSpot customer.

4. Measure your success.
If you already have Google Analytics set up for your site, Google will automatically track incoming campaigns. Like in HubSpot, you can access them under “Audience,” then “Sources,” then “Campaigns.” Click on each campaign to view the source and medium.

And that’s it — you’ll have custom tracking codes set up and running in no time! In a few weeks, you’ll be able to make a case for what you need because you’ll have the right metrics available.
How to Build UTM Codes in HubSpot 
Here’s how you’d go about building UTM codes in HubSpot. 
1. Navigate to your Analytics Tools.
In your Marketing Hub dashboard, select “Reports” on the top navigation bar. Then select “Analytics Tools” in the dropdown, as shown below.

2. Open the Tracking URL Builder.
In the menu of analytics tools that appears, look to the very bottom-righthand corner. You’ll see the option, “Tracking URL Builder.” Click this option at the bottom of the page, as shown in the red box below.

3. Open the Tracking URL form to create a new UTM code.
Whenever you create a web campaign that includes at least one UTM code, you’ll see this campaign listed on the page shown below.
This page outlines a tracking tag’s source, medium, term, content, and creation date, which you can see along the bottom of the screenshot below. Click “Create Tracking URL” in the top-righthand corner.

4. Fill in each attribute of your UTM code and click “Create.”
In the form that appears, fill in the URL, Campaign, Source, and Medium fields. If you’d like to add Content and Term, you can do so in the bottom two fields of this form. When you’re done, you’ll see an orange “Create” button become available at the bottom.
Click it, and HubSpot will log your UTM code as a new campaign, and this link will be ready to include on any webpage from which you want to track the traffic.

5. Use the shortened link in your marketing campaign.

6. Measure your success.

You can track your UTM parameters in your Traffic Analytics dashboard under “Other Campaigns,” as shown below. Click on the individual campaign to break down the source and medium.

As you can see in the second image, below, the name of the campaign appears to the left — based on the text in the UTM code you created — with the traffic from people who used each URL to arrive at your campaign’s main webpage.

Start Creating UTM Tracking URLs
Use the steps, best practices, and tools above to start creating and using UTM tracking URLs so you’re able to track the performance of your marketing campaigns and content. 
Editor’s note: This post was originally published in September 2013 and has been updated for comprehensiveness.

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In 2010, there were over 2 billion internet users worldwide. In 2021, there were over 4.6 billion. 
To attract and engage this growing base of online users, websites are being created at a rapid pace. In 2010, there were a little over 210 million websites. Today, there are over 1.8 billion. 
To stand out in this crowded online space, you need to understand the latest technologies and trends in web design, as well as consumer behaviors and expectations. To help, we’ve covered the most essential web design statistics of 2021. Let’s get started.

Web Design Statistics
Mobile Web Design Statistics
1. In the first quarter of 2021, mobile devices generated 54.8 percent of global website traffic. (Statista, 2021)
Mobile traffic has been hovering around the 50 percent mark since the beginning of 2017. That means it’s more important than ever to optimize your website for mobile devices as well as desktops. It’s also important to consider whether offering a mobile app would provide a better experience to your users.
2. 32% of small businesses already have a mobile app and 42% plan to build one in the future. 26% of small businesses, on the other hand, are unlikely to ever release one. (Top Design Firms, 2021)
Some small businesses have already created a mobile app, while others plan to in order to improve their customer service or streamline the purchasing process for their customers. But over a quarter of some small businesses aren’t planning to — now or ever. Some don’t have the budget or marketing capabilities to create and promote their app. Others don’t think it makes sense for their business or audience.
Whether your small business should invest in building a mobile app or not depends on a wide range of factors, including your industry, target audience, and budget.
3. 50% of smartphone users are more likely to use a company or brand’s mobile site when browsing or shopping on a smartphone because they don’t want to download an app. (Google/Ipsos, 2019)
When deciding whether to invest in building a mobile app, consider that half of smartphone users prefer to browse or shop on a mobile site because they don’t want to take the extra steps required to download an app.
4. In a study commissioned by Google and conducted by 55 and Deloitte, decreasing mobile site load times by just one tenth of a second resulted in major increases in conversion rates — specifically, 8.4% for retail sites and 10.1% for travel sites. (Deloitte, 2019)
55 and Deloitte analyzed mobile site data from 37 retail, travel, luxury and lead generation brands across Europe and the US over a four-week period. Results showed that a 0.1 second improvement in load time can influence every step of the user journey and ultimately increase conversion rates. On average, conversions increased by 8.4% for retail sites and by 10.1% for travel sites.
This proves that website speed matters and should be considered a key performance metric.
Responsive Web Design Statistics
5. 73.1% of web designers believe that a non-responsive design is a top reason why visitors leave a website. (GoodFirms, 2021)
Considering that billions of people are accessing the internet using their mobile devices, it’s essential that your website is optimized for smaller screen sizes as well as desktops. In fact, not having a responsive design is rated as a top reason visitors might leave a website, according to a survey of 200+ web designers and freelancers. Other reasons are slow load times, bad navigation, and poor content structure.

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6. 53.8% of web designers cite “not being responsive on all devices” as a top reason for a website to be redesigned. (GoodFirms, 2021)
If your website isn’t responsive, then it’s time for a redesign, according to that same group of  200+ web designers and freelancers. The other top reasons — low conversion rate, high bounce rate, and “needs better UX” — could be addressed by a responsive design as well.
Web Design Industry Statistics
7. In 2020, the total number of web developers and designers in the United States was around 178,900. By 2030, this number is projected to reach over 205,000. (Statista, 2021)
In this study, web developers and designers were defined as those “responsible for the design and development of websites or interfaces including the overall layout, graphics, font type, etc.” The market is expected to grow by over 20,000 jobs in the next decade.
8. Employment of web developers and digital designers is projected to grow 8 percent from 2019 to 2029, much faster than the average for all occupations. (U.S. Bureau of Labor Statistics, 2021)
According to the U.S. Bureau of Labor Statistics, the employment of web developers and designers will grow at a much faster rate than the average for all occupations. It believes that demand will be driven by the continued popularity of mobile devices and ecommerce.
9. The median annual wage for web developers and digital designers was $77,200 in May 2020. (U.S. Bureau of Labor Statistics, 2021)
The median annual wage for web developers and designers was over $77,000 in 2020. The U.S. Bureau of Labor Statistics defines median wage as “the wage at which half the workers in an occupation earned more than that amount and half earned less.” In the case of web developers and designers, the lowest 10 percent earned less than $40,750, and the highest 10 percent earned more than $146,430.
10. The web design services market is estimated to be worth $40.8 billion in the US in 2021. (IBISWorld, 2020)
The web design services market is estimated to be worth over $40 billion in the US. Since 2016, it has grown an average of 4.4% per year.
Modern Web Design Statistics
11. 50% of consumers believe that website design is crucial to a business’s overall brand. (Top Design Firms, 2021)
In a survey of 500 consumers, half said that website design is important to a business’s overall brand. That suggests businesses should prioritize website design (or a redesign) to meet consumers’ expectations and strengthen their brand identity.
12. When asked what visual elements they value on a company website, 40% of consumers said images, 39% said color, and 21% said video. (Top Design Firms, 2021)
Images, color, and videos are the top visual elements that consumers value on a company website. Considering that nearly 40% said images and color and 21% said video, your business should prioritize adding images and picking a website color scheme first. Then, focus on incorporating video as well as other visual elements mentioned — namely, typography, infographics, and animation.

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13. 84.6% of web designers believe crowded web design is the most common mistake made by small businesses. (GoodFirms, 2021)
An overwhelming number of web designers (84.6%) believe crowded web design is the most common mistake that small businesses make when creating a website. That means you want to incorporate images, color, video, and other visual elements that consumers value — but not overdo it. Taking a minimalist approach can help.
14. 42% of people will leave a website because of poor functionality.  (Top Design Firms, 2021)
Web design isn’t just about making pretty websites — it’s about making websites that are easy to use and navigate. If yours isn’t, then it’s likely that many visitors will abandon your site. In a survey by Top Design Firms, 42% of respondents said they’d leave a website that had poor functionality.
15. 38.5% of web designers believe that outdated design is a top reason why visitors leave a website. (GoodFirms, 2021)
In addition to a non-responsive design and functionality issues, web designers cite outdated design as a top reason for visitors abandoning a website. You might be wondering when  a design becomes “outdated.” According to Business 2 Community, the average lifespan for a website is 1.5 to 2.5 years. Past that range, a website will need to incorporate new design trends and technologies to feel “fresh” and competitive.
16. 39% of consumers appreciate color more than any other component of a website’s design. (Top Design Firms, 2021)
39% of website visitors care about color more than any other component of a website’s design. That means companies should prioritize picking a website color scheme. Ideally, your color schemes will reinforce your brand, make your site easy to read and navigate, and also look good.
17. Only 8% of consumers notice whitespace when viewing a website for the first time. (Top Design Firms, 2021)
When viewing a website for their first time, only a fraction of visitors notice whitespace. That doesn’t mean it’s not important, however. This critical design element can help draw visitors’ attention to certain elements, like CTAs, and make it easier for them to understand and digest your content.
18. 26% of consumers prefer primary color schemes, 21% prefer complementary, and 20% prefer analogous. (Top Design Firms, 2021)
Consumers are split about which type of color scheme they prefer: some want primary, others want complementary, while others want analogous. To understand the difference, you need to be somewhat familiar with color theory. A primary color scheme is made up of one or more primary colors (red, yellow, and blue). A complementary color scheme uses two colors directly across from each other on the color wheel (like orange and blue) and relevant tints of those colors. An analogous color scheme is created by pairing one main color with the two colors directly next to it on the color wheel (like green, purple, and blue.
When selecting a color scheme, companies should consider their products, services, and audience.
19. 22% of consumers visiting a website for the first time look for eye-catching colors. But 21% of consumers will leave a site with “outlandish” colors. (Top Design Firms, 2021)
Since 22% of consumers visiting a website for the first time look for eye-catching colors, but 21% will leave one with “outlandish” colors, it’s important to strike the right balance. To help choose eye-catching — but not garish — colors for your website color scheme, opt for a neutral background color. Then choose primary and secondary colors. Don’t be afraid to look at businesses in your industry for inspiration.
20. When looking at a website for the first time, 38% of consumers look at a page’s layout or navigational links. (Top Design Firms, 2021)
38% of people visiting a website for the first time look at the layout or navigational links on a page. If the layout is confusing or the navigation menu is hard to find, then visitors may leave your website.
21.  As of June 2021, Google.com is the most popular website worldwide, with 86.9 billion total monthly visits. (Statista, 2021)
For the last decade, Google.com has been the most popular website worldwide. In June 2021, it racked up 86.9 billion total monthly visits. That means you can learn a few things from their website’s design if you need inspiration. YouTube, Facebook, and Wikipedia are the next most popular websites across the world.

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Ecommerce Web Design Statistics
22. In 2021, 53.9 percent of all retail ecommerce is expected to be generated via mobile devices. (Statista, 2021)
Mobile is not only responsible for the majority of global traffic this year — it’s also making up the majority of retail ecommerce sales. That adds even more incentive for ecommerce sites to ensure they are fully responsive and mobile-friendly.
23. 23% of small retail businesses don’t have a website. (Digital.com, 2021)
With ecommerce growing year-over-year, it might surprise you that 23% of small retail businesses don’t have a website. Some believe they don’t need one — but they are likely missing out on key opportunities to generate revenue. According to Statista, revenue from ecommerce in the United States amounted to 431.6 billion U.S dollars in 2020. It’s estimated to increase to 563.4 billion dollars by 2025.
24. 24% of small retail businesses without a website responded that their reason for not having one was that they don’t know how to create/run a website. (Digital.com, 2021)
While some businesses doubt the necessity of having an online presence, others simply don’t have the resources to create one. 24% of small business owners without a website said the reason was that they don’t know how to create and run one. The rise of user-friendly and affordable content management systems and website builders could help overcome this objection and get more small businesses online.

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25. As of June 2021, Amazon was the most popular ecommerce site in the United States, with approximately 2.45 billion total monthly visits. (Statista, 2021)
Since Amazon has had unprecedented success in driving traffic to their site, Amazon.com can provide inspiration for your website’s design. It’s become the go-to platform for many online shoppers due to its broad assortment of goods, third-party selling, and other design and functionality choices.
26. 85% of shoppers say product information and pictures are important to them when deciding which brand or retailer to buy from. (Google/Ipsos, 2019)
Online shoppers use a variety of factors to decide which brands and retailers to buy from. The majority cite product information and pictures as an important factor, so make sure your ecommerce site’s product pages are optimized for copy and imagery.
27. 60% of consumers rate usability as an important design characteristic for an online shop. (Statista, 2020)
In a survey of almost 1,000 US consumers, 60 percent stated that website usability is important for them in an online shop. You can improve the usability of your website by using visual hierarchy, colors, and consistency to make it as easy to use as possible. If you’re not sure where to start, HubSpot’s Website Grader and other usability testing tools can help identify improvement opportunities.
Preparing for the Future of Web Design
The web design industry is growing and so are user’s expectations of what websites and online shops look like and are capable of. Will you be prepared to meet them?
Editor’s note: This post was originally published in December 2019 and has been updated for comprehensiveness.

As your business grows and evolves, you’ll inevitably find yourself adding more applications to your tech stack. If those applications run on different platforms and can’t communicate effectively, you’re going to run into issues with data loss, duplication of efforts, and bottlenecks that slow your team down.
If you’ve decided you want to invest in an iPaaS tool but aren’t sure where to start, you’re in the right place. In this article, we’ll go over some of the best iPaaS vendors, so you can discover one that fits your company’s unique needs and budget. Let’s dive in.

iPaaS Vendors: Top Features to Look For
iPaaS — which stands for Integration Platform as a Service — helps you connect the tools and systems that power your business in one place, so information can be shared without high-maintenance, one-off integrations, or manual data entry.
When considering iPaaS vendors and companies, you should know what to look for to get the most out of your investment. While some solutions are free, others can come with a hefty price tag.
Here are the top features you should look for.
User-Friendly Workflows Tool
iPaaS solutions allow you to integrate two or more apps to automate a process that otherwise takes longer to complete. It’s a critical tool to have in your workflow automation arsenal. As such, it should allow you to build workflows and connect apps in a user-friendly, no-code workflows tool.
The exception would be if you’re planning to create highly personalized workflows and integrations using code.
API Management Tool
You may be looking for an iPaaS provider that can help you build and deploy an API. You may also wish to create a unique integration tool using APIs from various apps and platforms. Some iPaaS services offer an API management feature either within the platform or as an add-on.
Templated Integrations
For small-to-medium businesses without an integration workflow, it’ll be critical to choose a tool that offers at least a few basic templated integrations to get you off the ground. Whether you want to create a simple or complicated series of integrations, the iPaaS vendor should offer a jumping-off point.
Top-Notch Security
iPaaS vendors will be handling your company’s confidential data, so they should offer end-to-end security and encryption. Most iPaaS vendors list their certifications and describe their security measures on their websites. If you have any doubts or special concerns about the security of your data, be sure to bring up any questions during the demo or consultation.
Ready to dive into the best iPaaS vendors of this year?

We wrote a deep dive on iPaaS here if you’d like to learn more about the basics of iPaaS services, view a complete glossary of iPaaS terms, and better understand what iPaaS can potentially offer your business.
Now, it’s time to check out the best iPaaS vendors you can use to integrate your business’s apps and services.
1. Dell Boomi

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Acquired by Dell in 2010, Boomi offers a cloud-based integration and API management solution with all the bells and whistles you could ask for: workflows, API design, application deployment, B2B/EDI management, and much more. Within Boomi, you can design end-to-end workflows and process data across multiple applications. Suitable for enterprise and small businesses from many different industries, Boomi has been considered a leader in the iPaaS space for the last six years by Gartner.
Features

User-friendly workflows tool: Boomi has a drag-and-drop UI for creating integrations and workflows.

API management tool: Boomi includes an API management tool to design and deploy APIs.

Templated integrations: Boomi includes templates and a process library for the easy creation of integrations.

Top-notch security: Boomi details its approach to data security here.

Best for: Because of its low starting price and robust features, Dell Boomi is a great fit for small-to-enterprise businesses that have any need for integrations. There are, however, free tools that have similar capabilities.
Price: Starting at $50/month.
2. Oracle Integration Cloud

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If you’re looking for a straightforward iPaaS solution with industry best practices and premade integration flows baked into the product, Oracle Integration Cloud might be an option to take a deeper look at. Oracle serves up an extensive library of out-of-the-box adapters to different SaaS and on-premises applications, making the initial set-up less time consuming for your team.
Features

User-friendly workflows tool: Oracle Integration Cloud offers a drag-and-drop tool for creating connections between apps. There are, however, more user-friendly tools out there, such as Workato.

API management tool: Oracle offers an API platform.

Templated integrations: Oracle Integration Cloud includes a vast library of premade integrations.

Top-notch security: Oracle details its approach to data security here.

Best for: Oracle Integration Cloud is a great fit for enterprise businesses that can benefit from the premade integrations Oracle offers in its library.
Price: Choose from several different pricing structures, including a pay-as-you-go plan starting at $1.2097/message, and a monthly flex plan starting at $0.3226/message.
3. Workato

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This iPaaS solution was designed to enable better connection between business users and IT, allowing both groups to plan, create, and easily maintain integrations between different systems. Workato provides pre-built integration flows between 300 of the most popular SaaS products, and the ability to design custom integrations in a simple, drag-and-drop interface.
Features

User-friendly workflows tool: Workato has a user-friendly tool for integrating apps and creating workflows.

API management tool: Workato has an API Platform.

Templated integrations: Workato has a library of community-made “recipes” for launching integrations.

Top-notch security: Workato details its approach to data security here.

Best for: Workato is a great fit for small-to-medium businesses that use the apps listed in the Workato community recipes page.
Price: Contact Workato for a quote.
4. TIBCO Cloud™

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TIBCO Cloud prides itself on providing an easy-to-use iPaaS solution that simplifies the creation and management of integration flows in your business. They consider themselves to be an “application neutral” technology partner for their clients — meaning, they won’t try to push you towards using a particular application or ecosystem. Instead, they’ll work with you to build a solution that connects the on-premises tools and cloud-based applications your business already prefers to use.
Features

User-friendly workflows tool: TIBCO Cloud Integration has a visual UI for building workflows and integrations. It does require some knowledge of code, so it’s not recommended for beginners.

API management tool: TIBCO Cloud offers an API management tool that’s sold separately from its Integration tool.

Templated integrations: TIBCO Cloud has a library of premade connectors.

Top-notch security: TIBCO Cloud details its approach to data security here.

Best for: TIBCO Cloud is a great fit for large-to-enterprise businesses that need extensive custom integrations.
Price: Starting at $400/month for a Basic Plan, $1500/month for a Standard Plan, and custom pricing for Hybrid plans based on your unique needs.
5. Elastic.io

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Elastic.io promises to remove the laborious product management component of custom integrations and reduce the amount of time spent on integrations at your company by up to 80%. This iPaaS vendor also takes an as-a-service mentality to how they work with customers, helping you support feature roll-outs and upgrades, bug fixes, and connector updates.
Features

User-friendly workflows tool: Elastic.io has a user-friendly integration flow designer.

API management tool: Elastic.io offers an API integration tool that allows you to integrate APIs from other services.

Templated integrations: Elastic.io has a library of premade connectors.

Top-notch security: Elastic.io details its approach to data security here.

Best for: Elastic.io’s lower investment and user-friendly integrations builder makes it a great choice for medium-to-large business just starting to create app integrations.
Price: For system integrators, the monthly plans start at €199/month; for enterprise customers, the yearly plans start at €1,499/month; and for software vendors, they offer the platform as OEM with customizable pricing (i.e. on request).
6. Modulus Data

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This iPaaS vendor specializes in integrations for the Human Resources industry, offering a comprehensive library of pre-built connectors aimed at helping your HR department align their applications and tools in one seamless, secure hub. Modulus Data has out-of-the-box connectors with most popular HR applications and software tools, including Workday, Greenhouse, Monster, and Oracle HCM.
Features

User-friendly workflows tool: Modulus Data offers a visual integrations builder tool.

API management tool: Modulus Data uses an API-to-API connection to integrate apps; however, it doesn’t offer an option for managing or creating custom APIs.

Templated integrations: Modulus Data offers a library of prebuilt connectors.

Top-notch security: While Modulus Data doesn’t have security documentation, it indicates its level of security in its terms and conditions.

Best for: Modulus data is a great fit for recruitment firms and HR departments looking to streamline workflows and integrate the apps in their tech stacks.
Price: Contact Modulus Data for a quote.
7. Informatica

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Informatica has been around since 1993, and still continues to be an industry leader in helping businesses manage their data effectively and securely. Specializing in enterprise level iPaaS solutions, Informatica lists big companies like GE, Unilever, and L’Oreal among their clients. If you’re a large company looking for hands-on support on your custom iPaaS journey, Informatica might be a good fit for your needs.
Features

User-friendly workflows tool: Informatica has a visual integrations builder tool.

API management tool: Informatica offers an API management tool to build and deploy APIs.

Templated integrations: Informatica offers a library of prebuilt connectors.

Top-notch security: Informatica details its approach to data security here.

Best for: Informatica is a great fit for enterprise businesses with legacy applications that they’d like to integrate with their cloud-based apps and services.
Price: Contact Informatica for a quote.
8. IBM AppConnect

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IBM’s iPaaS solution markets itself as an easy way to connect apps, build APIs, integrate data, and act on events. AppConnect comes equipped with a series of templates made up of common patterns you can use to quickly set-up integration flows for your business, and start getting value immediately. SMBs looking to get started with iPaaS and explore the possibilities of new applications might benefit from using AppConnect.
Features

User-friendly workflows tool: AppConnect features a visual, no-code integrations builder.

API management tool: AppConnect offers an API management tool to build and deploy APIs.

Templated integrations: AppConnect has a library of prebuilt connectors.

Top-notch security: IBM details its approach to data security here.

Best for: Due to its free starting price, AppConnect is a great fit for small-to-medium businesses that want to try a hand at app integration. The iPaaS vendor then allows you to upgrade as your needs grow more sophisticated.
Price: AppConnect offers a free lite package. Professional packages start at $500/month.
9. SnapLogic

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For companies seeking an enterprise-level iPaaS solution that can handle a lot of data quickly, SnapLogic offers a way to automate integrations across on-premises and cloud-based applications on a large scale. But don’t let the hefty capabilities of SnapLogic mislead you into thinking the product itself is for the extremely tech-savvy only — this iPaaS solution is designed with user accessibility in mind, so even teams with less technology experience can build, manage, and scale custom integrations and workflows.
Features

User-friendly workflows tool: SnapLogic features a drag-and-drop low-code integrations builder.

API management tool: SnapLogic offers an API management tool to build and deploy APIs.

Templated integrations: SnapLogic has a library of premade “Snaps,” their name for “connectors.”

Top-notch security: SnapLogic details its approach to data security here.

Best for: SnapLogic is a great fit for enterprise businesses that need to automate processes across their IT, sales, marketing, HR, and accounting departments.
Price: Contact SnapLogic for a quote.
10. Zapier

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One of the more user and wallet-friendly options in the iPaaS space, Zapier gives businesses of any size the ability to design and manage custom integration solutions that fit their exact needs. Zapier adds new integrations (called “zaps”) to their massive integrations library each week, so chances are, there’s already an out-of-the-box solution available for you to start using today.
Features

User-friendly workflows tool: Zapier has a visual workflows builder and is extremely user-friendly.

API management tool: Zapier does not offer an API management tool.

Templated integrations: Zapier has the biggest integrations library of this list. Each app has hundreds — if not thousands — of premade workflows.

Top-notch security: Zapier details its approach to data security here.

Best for: Due to its ease-of-use, Zapier is a great choice for small businesses and freelancers who want to create simpler workflows.
Price: Zapier offers a free basic package. Starter packages start at $19.99/month, and Professional packages begin at $49/month.
11. Jitterbit

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According to G2 ratings, Jitterbit is one of the more user-friendly and cost-effective iPaaS options out there. This iPaaS vendor offers support for a wide breadth of connectors, advanced workflow capabilities, real-time integrations, and a range of data security features. Additionally, Jitterbit has an easy-to-use visual designer to help make the setup and monitoring processes run smoothly — even for teams without a dedicated developer on staff.
Features

User-friendly workflows tool: Jitterbit features a visual drag-and-drop workflows builder.

API management tool: Jitterbit offers an API management tool to build and deploy APIs.

Templated integrations: Jitterbit has pre-built templates inside the platform.

Top-notch security: Jitterbit details its approach to data security here.

Best for: Jitterbit is a great fit for medium-to-enterprise businesses in the energy, financial, healthcare, manufacturing, retail, and transportation industries.
Price: Contact Jitterbit to get a quote.
12. Amazon API Gateway

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Built with developers in mind, Amazon’s iPaaS solution enables teams to create and manage APIs that act as a “front door” for applications to access data and share information. Amazon API Gateway is unique because you only pay for the API calls you use, rather than most other iPaaS vendors which rely on monthly or annual pricing models. This iPaaS vendor is one to consider if you have a developer on staff and want more direct control over the API calls your company uses.
Features

User-friendly workflows tool: Amazon API Gateway offers a visual API manager.

API management tool: Amazon API Gateway is specifically an API management tool; this is its core strength.

Templated integrations: Amazon API Gateway doesn’t offer any templated integrations.

Top-notch security: Amazon API Gateway details its approach to data security here.

Best for: Amazon API Gateway is a great fit for medium-to-enterprise businesses that need to build and manage custom APIs at scale.
Price: Pricing is determined by the quantity and type of API calls used.
13. Pabbly Connect

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Pabbly Connect enables you to seamlessly integrate applications from multiple niches such as marketing, CRM, finance, and more to create automated workflows. Additionally, you can create multi-step calls, set instant triggers, apply conditions using various filters, add unlimited applications, and do a lot more in your workflows.
Features

User-friendly workflows tool: Pabbly Connect offers a visual integration creator.

API management tool: Pabbly Connect offers an API modules tool for connecting apps, but it doesn’t offer a standalone API management tool.

Templated integrations: Pabbly Connect doesn’t have a library of premade integrations.

Top-notch security: While Pabbly Connect doesn’t have security documentation, it does describe some of its security measures in its privacy policy.

Best for: Pabbly Connect is another great tool for freelancers and small businesses; whether you choose it over Zapier depends on which apps you’d like to integrate.
Price: Free and paid plans available. With the basic plan that comes at $9/month, you get unlimited workflows.
14. Celigo Integrator.io

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If you aren’t sure how an iPaaS solution will work for your company and are wary of hefty fees, Celigo offers a free version of their iPaaS product. Their Integration Marketplace is stocked with plenty of prebuilt, supported integrations with common applications, and their “flow” subscription model means you can start off with the free version and only start paying if you increase your usage and add new integrations into the mix.
Features

User-friendly workflows tool: Celigo offers a visual no-code flow builder.

API management tool: Celigo includes an API management tool to build and deploy APIs.

Templated integrations: Celigo has an integration marketplace with prebuilt connectors.

Top-notch security: Celigo details its approach to data security here.

Best for: Celigo is a great fit for large-to-enterprise businesses that want to create custom integrations and APIs.
Price: Packages start at $7,200/year.
15. Tray.io

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This iPaaS vendor was designed with the intention to better connect the tools and workflows used by your marketing, sales, product, and services teams. They offer out-of-the-box integration solutions developed with these specific teams in mind, and aim to empower your teams to manage and create the integrations they need without requiring developer assistance every step of the way.
Features

User-friendly workflows tool: Tray.io offers a visual drag-and-drop workflow builder.

API management tool: While Tray.io uses APIs to connect apps, it doesn’t offer a standalone API management tool.

Templated integrations: Tray.io offers a library of prebuilt connectors.

Top-notch security: Tray.io details its approach to data security here.

Best for: Tray.io is a great fit for businesses that need to foster greater collaboration between its teams, since it allows you to share workflows between teams.
Price: Contact Tray.io for a quote.
16. Xplenty

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If you’re seeking a straightforward way to visualize your workflows, integrations, and data flows, Xplenty might be a good option to consider. Their simplified dashboard enables you to manage how your tools and data are working together in one central place, and your developers will love that they can connect Xplenty with their existing monitoring systems using service hooks.
Features

User-friendly workflows tool: Xplenty offers a visual user interface; however, it still requires some coding.

API management tool: Xplenty doesn’t offer an API management tool.

Templated integrations: Xplenty offers a library of prebuilt connectors.

Top-notch security: Xplenty.io details its approach to data security here.

Best for: Xplenty is a great fit for small-to-enterprise businesses with a team of developers to build custom integrations.
Price: Contact Xpenty for a quote.
17. Mulesoft

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Used by tech giants like Netflix and Airbnb, Mulesoft offers a wide range of customized iPaaS solutions for different industries and tech setups. Their selection of out-of-the-box connectivity options means your team will spend less time initially building out new integrations, since prebuilt integrations are easier to get up and running fast.
Features

User-friendly workflows tool: Mulesoft features a visual workflows “composer” for creating integrations without coding.

API management tool: Mulesoft offers an API manager.

Templated integrations: Mulesoft has a library of prebuilt connectors.

Top-notch security: Mulesoft details its approach to data security here.

Best for: Mulesoft is a great fit for large-to-enterprise businesses that are looking to integrate apps and deploy APIs in one convenient platform.
Price: Contact Mulesoft for a quote.
18. Cleo Integration Cloud

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Cleo Integration Cloud offers a user-friendly, easy-to-use platform for automating processes across various teams in your businesses. The integration platform is focused on breaking down silos so that there’s utmost clarity between your business processes. The platform offers an integration environment called CIC Studio that helps you create workflows and integrations in an intuitive way.
Features

User-friendly workflows tool: Cleo offers a visual drag-and-drop workflows editor for creating integrations without coding.

API management tool: While Cleo uses APIs to connect apps, it doesn’t offer a standalone API management tool.

Templated integrations: Cleo offers a library of prebuilt connectors.

Top-notch security: Cleo lists its security certifications here.

Best for: Cleo Integration Cloud is a great fit for B2B businesses that need to create sophisticated integrations with different protocols.
Price: Contact Cleo for a quote.
19. Talend Cloud Data Integration

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Talend Cloud Data Integration is an iPaaS solution for hybrid information systems — it can connect both cloud-to-cloud applications and cloud-to-on-premise applications, which makes it a great pick if your team isn’t looking to go full cloud just yet. You can develop and launch integrations in a central dashboard.
Features

User-friendly workflows tool: Talend uses a visual “pipeline designer” to create workflows.

API management tool: Talend offers API services for creating and deploying APIs.

Templated integrations: Talend has a list of supported connectors; however, it’s more limited than others in this list.

Top-notch security: Talend details its approach to data security here.

Best for: Talend is a great fit for large-to-enterprise businesses that want to connect on-premises solutions with cloud apps.
Price: Contact Talend for a quote.
20. Blendr.io

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Blendr.io offers a low-code visual builder to create complex enterprise-grade or standardized self-service integrations. They also provide a set of features to embed integrations in the UI of your platform (including HubSpot) into the UI of other SaaS platforms.
Blendr.io integrates marketing, sales, events, productivity, and 300+ other cloud platforms. If you end up not finding the integration you need in their library, you can ask the Blendr.io team to add it at no additional cost to your plan.
Features

User-friendly workflows tool: Blendr.io has a visual no-code automation builder.

API management tool: Blendr.io allows you to manage API integrations, but doesn’t allow you to build and deploy APIs.

Templated integrations: Blendr.io has a list of premade connectors.

Top-notch security: Qlik, Blendr.io’s creator, details its approach to data security here.

Best for: Blendr.io is a great fit for SaaS businesses that need to automate internal processes and are also interested in embedding an integration feature into their own software. Blendr.io allows you to embed their UI into your SaaS product.
Price: Contact Blendr.io for a quote.
21. RudderStack Cloud Extract

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Formerly called Blendo, RudderStack Cloud Extract is a self-service iPaaS solution that can connect applications from your sales, marketing, and financial teams and flow directly into a number of popular data warehousing options. RudderStack Cloud Extract was designed to make reporting across multiple applications more straightforward, so they ensure you can access your data in your preferred reporting platform.
Features

User-friendly workflows tool: RudderStack Cloud Extract has a user-friendly no-code integration builder.

API management tool: RudderStack Cloud Extract doesn’t offer an API management tool.

Templated integrations: RudderStack Cloud Extract has a list of premade connectors.

Top-notch security: RudderStack doesn’t have any security documentation on their website, though they do provide some details in their service agreement.

Best for: RudderStack Cloud Extract is a great fit for B2B businesses that need to aggregate customer data from both cloud apps and internal databases.
Price: Starts at free, while Pro starts at $750/month.
22. Skyvia

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Last but certainly not least, we have Skyvia, a no-coding cloud data integration platform that offers both ELT and ETL approaches. It has both visual tools for simple integration cases and powerful mapping and transformation settings for more complex scenarios. The platform also offers no-coding OData and SQL web API layer and has ADO.NET provider and ODBC driver for accessing your data via these APIs over the web. Skyvia supports all major data sources — from SaaS apps like Salesforce and BigCommerce, to databases like MySQL and SQL Server.
Features

User-friendly workflows tool: Skyvia has a user-friendly no-code integration builder.

API management tool: Skyvia doesn’t offer an API management tool.

Templated integrations: Skyvia has a list of premade connectors.

Top-notch security: Skyvia details its approach to data security here.

Best for: Skyvia is a great fit for small-to-large businesses because of its free plans and robust data management tools. You can easily integrate both cloud and on-premise data.
Price: Choose from a Data Integration Free plan (free), a Data Basic Integration plan ($19/month), and a Data Integration Standard plan ($99/month).
Choose an IPAAS Vendor to Break Down Silos
An iPaaS vendor can help you integrate disparate apps, streamline processes, create collaborative workflows, and unify all of your customers’ data. The result is that your team will no longer be working in silos, empowering you to grow better.
Editor’s note: This post was originally published in June 2019 and has been updated for comprehensiveness.

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