I Need to Automate Repetitive Tasks
You need to automate a repetitive task. Before choosing a tool: describe the task clearly, because the right tool depends on what you're automating. "When X happens in App A, do Y in App B" is what most no-code automation tools handle. Tasks that require judgment or variable input are harder to automate without code.
Zapier — for automating between common apps
Zapier is the most accessible entry point for no-code automation. It connects over 6,000 apps. The workflow: pick a trigger ("new email in Gmail with label X"), pick an action ("create a row in Google Sheets"), map the fields. Simple two-step automations take about 15 minutes to set up. The free tier is limited (100 runs/month, 15-minute polling delay on some integrations), but enough to test whether automation will work for your use case before paying.
The paid tiers start at around £16/month, which makes sense for business use. For personal automation, the free tier and occasional creative usage of limits is often enough. Full review: Zapier for Beginners.
Make (formerly Integromat) — for more complex automation
Make handles more complex, multi-step workflows than Zapier with a visual scenario editor that shows the data flow as a diagram. It's more powerful, more flexible, and steeper to learn. The free tier is more generous than Zapier's (1,000 operations/month vs 100 tasks). If your automation needs involve branching logic, data transformation, or multiple parallel actions, Make handles them better. If you're new to automation and want to start simple, Zapier is friendlier.
The honest comparison: Make is better value at the free and lower paid tiers. Zapier is easier to learn and has broader app support. Start with Zapier, move to Make if you outgrow it.
Built-in automation you might already have
Before signing up for a new tool, check what you already have. Google Workspace has Apps Script for spreadsheet automation. Microsoft 365 has Power Automate, which is included in most business plans and covers many Zapier-equivalent workflows. Apple Shortcuts handles a surprising range of device-level automation on Mac and iOS. Gmail has filters and labels that automate email sorting. If your automation need is within one ecosystem, the built-in option is often enough and costs nothing.
The pattern: built-in tools for within-ecosystem tasks, Zapier or Make for cross-app automation. Don't pay for cross-app automation until you've confirmed you actually need it.
IFTTT — for simple personal automation
IFTTT (If This Then That) is the simplest option for personal automation — connecting consumer apps and smart home devices with single-condition triggers. "If I post on Instagram, save a copy to Google Drive." "If I add a task in Todoist with a specific tag, send me an SMS." It's less powerful than Zapier but simpler to use, and many personal use cases don't require Zapier's complexity. The free tier covers basic usage. Worth trying first if you're new to automation and want the lowest learning curve entry point.