Custom Automation vs. Make (Integromat)

Why Make (formerly Integromat) Isn't the Right Choice for Google Workspace

Make (formerly Integromat) is a powerful automation platform, but its visual-first approach often masks deep operational inefficiencies when applied to complex Google Workspace environments.

The Make (formerly Integromat) Limitations

1. Steep learning curve with complex visual builder

While "no-code" sounds simple, Make's visual builder requires significant technical knowledge to handle data mapping, arrays, and iterative loops. Your team ends up spending hours watching tutorials instead of running the business. Custom code is direct, documented, and built by experts so your team never has to touch it.

2. Operations-based pricing taxes your business growth

Make's pricing model seems affordable at first. But as your automation grows, every filter, router, and aggregator consumes "operations." A single complex workflow run can burn 10+ operations. If that workflow runs every time a row is updated in Sheets, your bill explodes. Custom automation has no per-task fees. Run your workflows unlimited times with zero marginal cost.

3. Hidden costs of manual failure recovery

When a Make scenario fails due to a "Data Mapping Error" or "API Timeout," the automation simply stops. A human then has to manually find the failed record, fix the data, and re-run the scenario. If your team spends just 2 hours a week "fixing Make," that's $5,000+ a year in wasted salary. Custom automation includes robust, silent error-handling and auto-retry logic built natively into the code.

4. Generic connectors lack native Workspace depth

Make's Google Workspace connectors are "lowest common denominator" tools. They can't access advanced features like Google Sheets' ProtectedRanges, Drive's Shortcut files, or complex Admin SDK settings for user provisioning. Apps Script has native, root-level access to everything Google Workspace offers.

5. No-code 'spaghetti' becomes unmaintainable at scale

As business logic grows more complex, visual scenarios turn into "spaghetti." Identifying why a specific branch fired (or didn't) becomes impossible. We've seen Make scenarios with 50+ modules that no one on the client's team dared to touch. Custom code is modular, searchable, and version-controlled, making it infinitely more maintainable as you scale.

6. Security risks from third-party data transit

To automate with Make, your sensitive business data must leave Google's secure servers and travel through Make's infrastructure. This adds an unnecessary security layer and potential point of failure. Custom Apps Script runs entirely within your Google tenant, ensuring your data never leaves your controlled environment.

The Custom Automation Alternative

We build custom Google Workspace automation - automation that's purpose-built for your exact workflows, not generic templates.

How Custom Automation Solves These Problems

• Unlimited complexity - Build workflows as sophisticated as your business requires
• No per-task fees - Run automation unlimited times with zero additional cost
• Deep Google Workspace integration - Native access to all Workspace features via Apps Script
• Dedicated support - We maintain, monitor, and update your automation proactively
• Future-proof - Built on Google's platform, not a third-party middleman
• Straightforward migration - We can replicate your Make (formerly Integromat) workflows and improve them

The Real Cost of Ownership: Make vs. Custom

While Make has a lower monthly subscription, the Total Cost of Ownership (TCO) tells a different story.

For moderate to heavy automation users, custom automation pays for itself within 6 months by eliminating both the subscription fees and the "hidden tax" of manual intervention when no-code scenarios break.

Why Our Clients Switch from Make (formerly Integromat)

Our typical Make (formerly Integromat) migration client:

• Spends $200-500/month on Make (and still hitting limits)
• Is tired of "Scenario execution failed" emails every morning
• Has outgrown the visual builder's logic limits
• Wants their data to stay within the Google ecosystem

After switching to custom automation, they:

• Eliminate monthly platform fees
• Get a "set it and forget it" system that actually works
• Build workflows that handle complex edge cases automatically
• Sleep better knowing their business logic is secure and native

Why Our Clients Switch from Make (formerly Integromat)

Our typical Make (formerly Integromat) migration client:

• Spends $200-500/month on Make (formerly Integromat) (and still hitting limits)
• Has grown past generic templates (needs custom logic)
• Wastes time working around platform limitations
• Wants dedicated support instead of community forums

After switching to custom automation, they:

• Eliminate monthly platform fees
• Get unlimited automation capacity
• Build workflows that actually match their process
• Have someone to call when something breaks
• Sleep better knowing their automations are actively monitored

The Migration Process

Switching from Make (formerly Integromat) to custom automation is straightforward:

1. Audit your Make (formerly Integromat) workflows - We analyze what you've built and identify migration candidates
2. Design better workflows - We propose improvements based on your business logic
3. Build custom solutions - We implement in Google Apps Script with better features, performance, and reliability
4. Parallel testing - Run old and new side-by-side until you're confident
5. Sunset Make (formerly Integromat) - Switch over completely and cancel your subscription

Most migrations complete in 4-8 weeks depending on workflow complexity.

Why Google Apps Script is Better Than Make (formerly Integromat)

You already have it. Google Apps Script is included with your Google Workspace account - no additional tools to manage, integrate, or pay for.

It's more powerful. Apps Script has native access to the full Google Workspace API, something Make (formerly Integromat) can never fully replicate.

It's cheaper to operate. No per-task fees, no subscription limits, no monthly bill creep as your automation grows.

It's maintainable. We write clean, documented code that your team can understand and maintain long-term.

Ready to Leave Make (formerly Integromat) Behind?

If you're frustrated with Make (formerly Integromat)'s limitations, pricing, or lack of support, let's explore custom automation for your workflow.

Step 1: Workflow Audit (Free)

Send us your Make (formerly Integromat) workflows and we'll evaluate migration feasibility and ROI.

Schedule your free audit →

Step 2: Custom Proposal

Based on your workflows, we'll propose specific custom automation solutions, timeline, and cost.

Step 3: Development & Migration

We build your custom automation and run parallel testing with Make (formerly Integromat) until you're confident everything works correctly.

Step 4: Launch & Ongoing Support

We deploy your custom automation and provide ongoing maintenance and support.

Frequently Asked Questions

See the FAQ section below for answers to common questions about migrating from Make (formerly Integromat) to custom automation.

Ready to reclaim the time and money you're spending on Make (formerly Integromat)?

Let's talk about your specific workflows and how custom automation can serve you better. Schedule your free workflow audit to get started.