Direct integrations third-party or middleware integrations application programming interface (api) integrations industry leads native/direct integrations are connections that have been pre-built by the makers of crm (or the maker of your other tools). You can use them directly on your platform. These are direct connections. From your crm to another tool, simple and quick to industry leads configure. Usually this involves some copy/paste work of your api key for each tool to link your accounts together - then you're off to the races. Api key sz1kzhqe you can find your activecampaign api key in the developer section of your account settings. Third-party or. Middleware integrations are connections made between two tools through an intermediary. Think of them as a bridge between industry leads two apps that otherwise couldn't communicate. Common middleware platforms include: zapier (pictures below) piesync automate.Io pimod156u ac fb zapier a common zapier connection with.