What Are Third-Party Integrations (And How Do They Work)?

Last updated July 2026

A third-party integration connects two apps that can't talk to each other directly, using a separate automation platform, like Zapier, Make, or Stepper, as the go-between. Paperform connects to over 2,000 apps this way, on top of a handful of native integrations that link up without any middleman at all.

As your tech stack grows, the question stops being "can these tools work together" and becomes "how much of the connecting can I automate." That's what this guide covers: what a third-party integration is, how it works behind the scenes, how it differs from a native one, and how to set one up on a real Paperform form.

TL;DR

What's the difference between third-party and native integrations?

There are two ways apps connect to each other: natively, or through a third party.

A native integration connects two apps directly through their own APIs (application programming interfaces), with no other software involved. It's like two people who speak the same language talking on the phone directly.

A third-party integration uses a separate platform, like Zapier, Make, or Stepper, to connect two apps that can't talk to each other on their own. That platform acts as the translator, letting you connect tools that would otherwise have no way to share data.

Say you run a video consultation business. You might use Calendly to schedule meetings, Paperform to collect intake details before the call, and Gmail to send confirmations. A third-party integration lets you connect Paperform to Calendly so your calendar updates automatically, then connect Paperform to Gmail so confirmation emails go out without you touching either inbox.

How a third-party integration works

Under the hood, every third-party integration follows roughly the same sequence, whether it's built in Zapier, Make, or Stepper:

1. Trigger detection. The platform watches the first app for a specific event, either through a webhook (the app pushes a notification the instant something happens) or polling (the platform checks periodically for new data). Paperform submissions push instantly via webhook, which is why a connected zap or scenario fires within seconds of someone hitting submit.
2. Authentication. Both apps need to grant the platform permission to act on your behalf, almost always through OAuth, the same login flow you'd use to sign into a site with your Google account.
3. Data mapping. The platform matches fields from the first app to fields in the second, so a form's "email address" question lands in the right column of a spreadsheet or the right field on a CRM contact.
4. Action execution. Once mapped, the platform performs the action in the second app: creating a row, sending a message, updating a record.

That sequence is identical whether you're connecting two apps with one trigger and one action, or building something more complex. The difference between platforms is what happens in step 4: Zapier and Make are built around single-step actions strung together, while Stepper is built to let AI make decisions inside that sequence, like reading a submission's content before deciding which of several actions to take.

Paperform's native integrations

Paperform connects directly to a handful of popular tools without needing Zapier, Make, or Stepper in between, including Google Sheets, Slack, HubSpot, Mailchimp, Notion, Airtable, and Asana. These are the fastest integrations to set up, since there's no third platform account required.

For anything outside that list, chances are it's still supported. Paperform connects to over 2,000 apps in total through Zapier and Make, covering CRMs, project management tools, email platforms, and just about anything else in a typical small business tech stack.

When a simple integration isn't enough

Zapier and Make both work the same way: one trigger causes one action, or a short fixed chain of actions. That covers most needs, but it starts to strain once a workflow needs a decision in the middle, like reading a support request to figure out whether it's urgent before deciding who to notify.

That's the gap Stepper is built for. It's also a Paperform product, built as an AI-native alternative to Zapier and Make: instead of a fixed trigger-to-action chain, you describe the workflow in plain English, and the AI can read, classify, or summarize data as part of the automation itself, not just move it from one app to another. For a Paperform form specifically, that might mean routing a submission to different teams based on what someone wrote in an open text field, something a standard third-party integration can't do on its own.

How to connect a third-party integration to Paperform

Setting one up takes a few minutes, whichever platform you choose. Here's what it looks like using Zapier to connect a Paperform form to Airtable:

1. Log into your Paperform account and open the form you want to connect. If it doesn't have any responses yet, click the eye icon to submit a sample answer, since you'll need at least one to test the connection later.
2. Go to the After Submission tab, then Integrations & Webhooks, and scroll past the native integrations to find Zapier.
3. Click Use this Zap, log into Zapier, and authorise the connection to Paperform when prompted.
4. Test the trigger. Zapier will use your sample submission to confirm the connection is working.
5. Log into Airtable, authorise the connection, and choose which base and table you want the data to land in.
6. Select the trigger and action. Zapier pulls in fields specific to your form and your Airtable table, so you can map exactly which answer goes where.
7. Test the action, check Airtable to confirm the data landed correctly, then click Publish to make the zap live.

From that point on, every new submission to your Paperform lands in Airtable automatically, with no manual entry required.

Integrations worth setting up first

If you're not sure where to start, these are some of the highest-impact connections for a typical Paperform user:

• Slack: get notified the moment someone submits a form, so nothing sits unread in an inbox.
• Google Sheets: send every submission straight into a spreadsheet for reporting, without exporting anything manually.
• HubSpot or ActiveCampaign: turn form submissions into leads or contacts automatically, so no signup falls through the cracks.
• Gmail: send a personalised auto-reply the moment someone submits a form, useful for support requests or order confirmations.

FAQ

What's the difference between a third-party integration and an API? An API is the interface a piece of software exposes so other programs can interact with it. A third-party integration uses a platform (like Zapier) that connects to both apps' APIs on your behalf, so you don't have to write any code yourself.

Do I need a Zapier or Make account to use Paperform's integrations? Only for integrations outside Paperform's native list. Google Sheets, Slack, HubSpot, Mailchimp, Notion, Airtable, and Asana connect directly without a third-party account. Everything else routes through Zapier, Make, or Stepper.

What's the difference between Zapier, Make, and Stepper? Zapier and Make both connect apps through a fixed trigger-to-action structure. Stepper, also built by Paperform, is AI-native: you describe a workflow in plain English, and the AI can make decisions inside it, like classifying a submission before routing it, rather than following one fixed rule.

Is it expensive to set up third-party integrations? Zapier's free plan supports 100 tasks a month, and Make's free plan supports 1,000 operations a month, which covers most small business use cases before you'd need a paid plan.

Can one form have more than one integration? Yes. A single Paperform form can connect to multiple tools at once, for example sending a Slack notification, adding a row to Google Sheets, and creating a contact in your CRM, all from the same submission.

What happens if an integration platform goes down? Submissions are still collected and stored in your Paperform account regardless of integration status, so you won't lose data. The automated actions (like the Slack notification or spreadsheet row) simply won't fire until the connection is restored.

How do I know if a specific tool is supported? Check Paperform's integrations directory (linked below) and search for the tool by name. With over 2,000 supported apps, most common business tools are already there.

Head to Paperform's integrations directory (linked above) and connect the first tool on your list. Most take less than 5 minutes to set up.