Integration: Airtable (via Universal Connector) Follow

Overview

Integrating your Convertr campaigns with Airtable allows you to automatically pull in valuable context — such as job titles, company details, or intent scores — directly from your own curated data, enabling more personalised outreach and smarter decision-making.

In this guide, we’ll walk through setting up a Universal Connector job to query data from Airtable, match and append it to your existing leads, and then deliver the enriched leads to your marketing platforms.

Please note:

• Get in touch with our support team to enable the Universal Connector feature on your account.
• Airtable integration is offered as a bring-your-own-license solution — you’ll need to provide your own Airtable API key.

Creating Your Airtable Account

Where: In Airtable

Airtable offers free credits when you sign up, allowing you to test integration without needing to contact their sales or support teams. If you don't yet have an account, visit the Airtable signup page and follow the instructions to create one.

Configuring Your Airtable Account

Where: In Airtable

For this test, we’ll create a simple Airtable with sample data. We’ll also generate an API key and get the API URL for the table we’ll use in the integration.

Follow the steps below to complete these tasks.

1. Create Sample Airtable

1. Go to your Airtable dashboard.
2. Click ‘Start from scratch’ to create a new base. A default table will appear.
3. Rename the base from ‘Untitled Base’ to ‘Universal Connector Test’.
4. Rename the default table from ‘Table 1’ to ‘Contacts’.
5. Add the following columns:
   • ‘Email’
   • ‘Job Title’
   • ‘Company Name’
   • ‘Company Revenue’
6. Fill in the table with sample data similar to the example below:

2. Generate Airtable API Key

To access your Airtable data via the API, you’ll need a personal access token. This token will be used later when configuring the Universal Connector.

Follow these steps to generate your token:

1. Go to Personal access tokens in your Airtable account.
2. Click 'Create new token'.
3. Enter a name of your choice in the 'Name' field.
4. Under 'Scopes', click 'Add a scope' and select 'data.records:read'.
5. In 'Access', either:
   • Click 'Add all resources' to grant access to all your bases, or
   • Click 'Add a base' and select 'Universal Connector Test' to limit access to the sample base.
6. Click 'Create token'.
7. Copy the token shown in the confirmation screen and save it for later use.

In a real integration, select the actual name of your base if you aren't granting access to all your Airtable bases.

3. Get Your Airtable API URL

Airtable provides a unique API URL for each table. We’ll retrieve the URL for your newly created sample table.

We’ll use this URL later when configuring the Universal Connector.

1. Go to the Airtable API documentation main page.
2. Scroll to the bottom and find the 'Universal Connector Test' link.
3. Click the link to open the API documentation for your base.
4. Scroll to the 'Authentication' section.
5. On the right side, you’ll see an example like this:
   
6. The URL 'https://api.airtable.com/v0/.../Contacts' is the API URL that you need.

In a real integration:

• Select the name of your actual base in the Airtable API documentation main page.
• The end of the URL will reflect the actual name of your Airtable table, so it may differ from 'Contacts'.

Adding Airtable Filter Value Transform

Where: In Convertr

Airtable requires the filter parameter in a specific format. We’ll use Convertr’s Value Transforms to create this filter automatically.

This value transform will later be used to find a record in your Airtable by the ‘Email’ column, matching it to the lead’s ‘email’ field.

1. Go to Admin > Value Transforms in your Convertr campaign.
2. Enable value transforms by toggling on ‘Enable Value Transforms’.
3. Click ‘Add’.
4. Fill in the details as follows:
   • Label of your choice
   • Original Field Name: email
   • New Field Name: airtable_filter
   • Order: 0
   • Type: Manipulate > Regex Find and Replace
   • Find regex: /(.+)/
   • Replace regex: {Email}='$1'
5. Click ‘Save’.

In a real integration:

• Replace '{Email}' in the replace regex with the Airtable column you’re filtering by.
• Replace ‘Original Field Name’ with the lead field you’re using for the filter.

For example, if you’re filtering by the 'Personal Phone Number' column in Airtable and using the lead’s 'phone' field, your value transform configuration should be:

• Original Field Name: phone
• Replace regex: {Personal Phone Number}='$1'

Adding Universal Connector Integration

Where: In Convertr

Now that we’ve completed all the prerequisites, we’ll add the Universal Connector job to integrate with Airtable.

To speed up the setup, we’ll use a sample JSON configuration.

1. Prepare JSON Configuration

First, we’ll prepare the JSON configuration to quickly set up a Universal Connector job in the next step.

1. Download the sample JSON configuration file.
2. Open the file.
3. Replace '<Your Airtable API key>' with your Airtable API key.
4. Replace '<Your Airtable URL>' with your Airtable API URL.

2. Add Universal Connector Job

Next, we’ll add the Universal Connector job and configure it using the JSON from the previous step. In this example, we’ll map all columns from the sample table to lead fields and add a validation step to ensure that at least one result is returned by Airtable.

1. Go to Processr > Quality Assurance tab in your Convertr campaign.
2. Click ‘Add’.
3. Select 'Universal Connector' from the 'Job' dropdown.
4. Click ‘Import from JSON’.
5. Paste the JSON configuration.
6. Click ‘Save’.

In a real integration, after importing the JSON:

• Adjust the ‘Result Mapping’ section to match your actual Airtable fields (on the right) and use the lead field names (on the left) that best suit your setup.
• Customize the ‘Validation Conditions’ section to meet your specific needs.

For example, if your Airtable table has columns ‘Intent Topic’ and ‘Intent Score’, and you want to map them to lead fields named ‘Intent Topic (Airtable)’ and ‘Intent Score (Airtable)’, your mapping should look like this:

• Intent Topic (Airtable): records.0.fields.Intent Topic
• Intent Score (Airtable): records.0.fields.Intent Score

Another example: if you want to check that the intent score returned by Airtable is greater than 80, update the validation conditions as follows:

Configuring Delivery to Your Marketing Platform

Where: In Convertr

As with any lead data, enriched data can be delivered to your marketing platform (e.g., Marketo, Salesforce) or sent to your email address as a CSV file.

To set this up:

1. Go to the Processr > Integration tab of your campaign
2. Click 'Add' to create a new integration, or 'Edit' to modify an existing one.
3. In the 'Mapping' section, add the following field mappings:
   • Airtable Job Title: job_data[1173][core.data.0.Airtable Job Title]
   • Airtable Company Name: job_data[1173][core.data.0.Airtable Company Name]
   • Airtable Company Revenue: job_data[1173][core.data.0.Airtable Company Revenue]
4. Click 'Save'.

In a real integration, map your actual field names using the 'job_data[1173][core.data.0.<field name>]' pattern. Replace '<field name>' with the exact lead field name from the 'Result Mapping' section of your Universal Connector configuration. The rest of the pattern—including the number 1173—will remain the same across all campaigns.

Please note: You may need to adjust your marketing platform configuration to accept the new fields.

Testing Your Configuration

Now that all elements of your integration are in place, let’s test it.

1. Submit Lead

Submit a lead with an email that matches a record in your Airtable table.

2. Check Lead Data

1. Go to the Leads tab of your campaign.
2. Click 'View' on the submitted lead.
3. Expand the Universal Connector section.

You should see enriched data similar to the following:

Please note: If the Universal Connector section appears empty, try collapsing and expanding it again. The information should load correctly—this is a known issue.

3. Check Marketing Platform Data:

1. Go to your connected marketing platform (e.g., Marketo, Salesforce).
2. Verify that the enriched fields are present in the lead data.

Please note: You may need to adjust your marketing platform’s configuration to display or accept the new fields properly.

Troubleshooting Your Configuration

If the Universal Connector section of your lead doesn’t display correct information, or your marketing platform is missing the enriched information, it’s likely due to a configuration issue or restricted access to the Airtable API.

1. Check Universal Connector Logs

1. Go to the Leads tab of your campaign.
2. Click 'View' on the lead.
3. Click the 'Provider Logs' tab.
4. Check the Universal Connector provider logs:
   1. Check the 'request' step logs:
      • If the URL in the message isn't similar to 'https://api.airtable.com/v0/.../Contacts?filterByFormula=%7BEmail%7D%3D%27john.nash%40example.com%27', verify that the correct URL is provided in the API section of the Universal Connector job.
      • If the request records are missing, check that the Universal Connector job is enabled.
   2. Check the 'response' step logs for any errors returned by Airtable.

2. Check Delivery Logs

1. Go to the Leads tab of your campaign.
2. Click 'View' on the lead.
3. Click the 'Provider Logs' tab.
4. Check the 'request' and 'response' logs for the delivery provider that you configured in the Processr > Integration tab of your campaign to identify any potential errors.

Conclusion

With the configuration above, any lead submitted to your campaign will be matched and enriched using your Airtable data.

The enriched data will appear in the Universal Connector section of the lead view in Convertr.

It will also be delivered to your connected marketing platforms, enabling more informed decision-making.