> Zapier provides a single integration point that funnels user and conversion data to dozens of marketing companies' server-side APIs
I think that conclusion is a little far-fetched. If you've used Zapier you know how expensive it is to run tasks, so in my experience Zapier is used more to automate little bits of your business that you don't necessarily want to bother your engineer with. It's not like Segment that you can just turn on a firehose of data.
It's incredibly cheap in the context of 6 or 7 figure marketing budgets. It gets budgeted as a new compliance cost to continue doing business as normal even after Apple, Mozilla, and Google block advertising pixels from their browsers.
Except it's not far-fetched at all [1]. If you optimize for conversions, and the value of those conversions is large enough, the returns readily cover the costs.
> Zapier provides a single integration point that funnels user and conversion data to dozens of marketing companies' server-side APIs
I think that conclusion is a little far-fetched. If you've used Zapier you know how expensive it is to run tasks, so in my experience Zapier is used more to automate little bits of your business that you don't necessarily want to bother your engineer with. It's not like Segment that you can just turn on a firehose of data.