What Is IFTTT?
IFTTT (If This Then That) is an automation platform built around a simple concept: when something happens (the trigger), do something else (the action).
Launched in 2010, IFTTT pioneered consumer-friendly automation. You don't need technical knowledge—just choose a trigger, choose an action, and you're done.
The platform now offers business features, but its core strength remains simplicity. If you want straightforward automations without complexity, IFTTT delivers.
How IFTTT Works
The Basic Concept
Every IFTTT automation (called an 'Applet') follows this pattern:
IF [trigger event happens] THEN [do this action]
Examples:
- IF I receive an email with an attachment, THEN save it to Dropbox
- IF it's 9am on Monday, THEN send a Slack reminder
- IF a new row is added to Google Sheets, THEN create a Trello card
That's it. One trigger, one action. Simple.
Pro Features (Multi-Action)
IFTTT Pro adds the ability to chain multiple actions:
IF [trigger] THEN [action 1] AND [action 2] AND [action 3]
Example:
- IF new contact form submission
- THEN add to Google Sheets
- AND send Slack notification
- AND create follow-up task
You can also add filter conditions and queries for more control.
Why Consider IFTTT?
Genuinely Simple
IFTTT is the easiest automation platform to learn:
- No workflow canvas to navigate
- No complex logic to configure
- Most Applets take under 5 minutes to create
- Pre-built Applets available for common tasks
If you've been intimidated by other automation tools, IFTTT is the gentlest introduction.
Smart Home and IoT Integration
IFTTT excels at connecting smart devices and IoT:
- Smart lights and thermostats
- Security cameras and doorbells
- Voice assistants (Alexa, Google Assistant)
- Location-based triggers
For businesses with physical locations or smart office setups, this is valuable.
Pre-Built Applets
Thousands of ready-made Applets exist:
- Browse by service (Slack, Gmail, Sheets, etc.)
- One-click activation
- Created by IFTTT, services, and community
You might find exactly what you need already built.
Affordable Entry Point
IFTTT's free tier is genuinely useful:
- 2 Applets included
- Single-action automations
- Access to most services
Pro starts at £2.50/month—cheaper than any competitor.
IFTTT Pricing
| Plan | Price | Applets | Features |
|---|---|---|---|
| Free | £0 | 2 | Single-action Applets |
| Pro | £2.50/month | 20 | Multi-action, filters, queries |
| Pro+ | £5/month | Unlimited | Faster speeds, multiple accounts |
Business Plans:
- IFTTT for Teams: From £15/month (5 users)
- Enterprise: Custom pricing
Important note: IFTTT doesn't limit by 'tasks' like competitors. You pay for number of Applets, not how often they run.
IFTTT vs Competitors
| Feature | IFTTT | Zapier | Make |
|---|---|---|---|
| Ease of use | Easiest | Easy | Moderate |
| Pricing model | Per Applet | Per task | Per operation |
| Free tier | 2 Applets | 100 tasks | 1,000 ops |
| Multi-step workflows | Pro only | All plans | All plans |
| Smart home/IoT | Excellent | Limited | Limited |
| Business integrations | Good | Excellent | Excellent |
| Complex logic | Basic | Good | Advanced |
Choose IFTTT if: You want the simplest possible automation, have IoT devices, or need affordable personal automation.
Choose alternatives if: You need complex multi-step workflows, advanced logic, or enterprise-grade features.
Getting Started with IFTTT
Step 1: Create Account
1. Go to ifttt.com
2. Sign up with email, Google, or Apple
3. Complete onboarding questions (helps suggest Applets)
Step 2: Explore Pre-Built Applets
Before creating your own:
1. Click 'Explore'
2. Browse by service or category
3. Find an Applet you need
4. Click 'Connect' and authorise services
5. Applet is now active
Many common automations are already built for you.
Step 3: Create Custom Applet
1. Click 'Create'
2. Click 'If This' and choose trigger service
3. Select specific trigger event
4. Click 'Then That' and choose action service
5. Configure action details
6. Name your Applet
7. Click 'Finish'
Your automation is now running.
Practical IFTTT Automations
Social Media Management
Auto-post blog content:
- IF new WordPress post published
- THEN share to Twitter
- AND share to LinkedIn
- AND share to Facebook Page
Save mentions for later:
- IF someone mentions your brand on Twitter
- THEN add to Google Sheets for review
Lead and Contact Management
Form to spreadsheet:
- IF new Typeform submission
- THEN add row to Google Sheets
- AND send email notification
Business card digitisation:
- IF new contact added on phone
- THEN add to Google Contacts
- AND log to spreadsheet
Team Notifications
Weather alerts:
- IF weather forecast shows rain
- THEN send Slack message to team
Calendar reminders:
- IF calendar event starting in 15 minutes
- THEN send push notification
Smart Office
Arrival automation:
- IF you arrive at office (location)
- THEN turn on office lights
- AND set thermostat to 21°C
End of day:
- IF 6pm on weekdays
- THEN turn off all smart devices
- AND send 'office closed' notification
File Management
Email attachment backup:
- IF email received with attachment
- THEN save attachment to Dropbox
Photo organisation:
- IF new iOS photo
- THEN upload to Google Photos
IFTTT Pro Features
Multiple Actions
Chain up to 10 actions from a single trigger:
Trigger: New sale in Shopify
→ Action 1: Add to Google Sheets
→ Action 2: Send Slack notification
→ Action 3: Create Trello card
→ Action 4: Send thank you email
Filter Code
Add conditions using JavaScript:
```javascript
// Only proceed if order value over £100
if (Shopify.newOrder.TotalPrice < 100) {
skip();
}
```
Filters let you create conditional logic without visual branching.
Queries
Pull additional data during automation:
- Look up customer details
- Check current weather
- Get latest stock price
Use query results in your actions.
Faster Polling
Free tier: Applets check for triggers every 1 hour
Pro: Check every 1-15 minutes
Pro+: Near real-time for many services
For time-sensitive automations, faster polling matters.
IFTTT for Teams
IFTTT offers team features for businesses:
Shared Applets: Create automations that work for the whole team
Centralised management: Admins control which services are connected
User management: Add/remove team members
Audit logs: See who created and modified Applets
Pricing starts at £15/month for 5 users.
IFTTT Limitations
Simplicity Is Also a Constraint
The 'one trigger, then actions' model can't handle:
- Branching logic (if X do Y, else do Z)
- Loops (process a list of items)
- Complex data transformation
- Error handling and retries
For anything beyond linear workflows, you'll need a different tool.
Business Integration Gaps
IFTTT has fewer business app integrations than competitors:
- Limited CRM options
- Fewer accounting integrations
- Less depth in existing integrations
Check that your specific apps are supported before committing.
No Visual Workflow
You can't see your automation as a flowchart. For complex Applets with multiple actions and filters, this can make troubleshooting harder.
Slower Execution
Even on paid plans, IFTTT isn't instant:
- Polling-based triggers have delays
- Multi-action Applets run sequentially
- No priority queues for urgent automations
For real-time needs, consider alternatives.
When IFTTT Makes Sense
Good Fit For:
Personal productivity automation
- Backing up photos
- Tracking habits
- Managing personal tasks
Smart home/office integration
- Lighting automation
- Climate control
- Security systems
Simple social media tasks
- Cross-posting content
- Saving mentions
- Basic scheduling
Non-technical users
- Marketing assistants
- Office administrators
- Small teams without IT support
Not Ideal For:
Complex business processes
- Multi-step approval workflows
- Conditional routing
- Data transformation
High-volume automation
- Processing hundreds of items
- Real-time requirements
- Mission-critical workflows
Deep integrations
- Custom CRM workflows
- Accounting automation
- Inventory management
Migrating To or From IFTTT
Starting with IFTTT
IFTTT is a good first automation tool:
1. Learn automation concepts with minimal complexity
2. Identify which processes benefit from automation
3. Understand your integration needs
4. Graduate to more powerful tools if needed
Outgrowing IFTTT
Signs you might need more:
- Wanting 'if/else' branching in workflows
- Needing to process batches of data
- Requiring integrations IFTTT doesn't have
- Finding workarounds for IFTTT limitations
Natural next steps: Zapier (similar ease, more power) or Make (more capability, moderate learning).
The Bottom Line
IFTTT occupies a unique position: it's the automation tool for people who don't want to learn automation tools.
Its simplicity is genuine—not dumbed-down complexity, but a deliberately constrained model that's easy to understand. One trigger, some actions, done.
For straightforward personal and business automations, especially involving smart devices, IFTTT delivers value at an exceptional price point. The free tier is actually useful, and Pro at £2.50/month is cheaper than a coffee.
But that simplicity has real limits. If you're building business-critical workflows, processing data at scale, or need conditional logic, IFTTT will frustrate you.
The ideal IFTTT user is someone who wants automation benefits without automation complexity. If that's you—or if you're just starting your automation journey—IFTTT is worth exploring.
