API, Webhooks, Zapier, and Connecting Your Tools

API (Application Programming Interface)

A way for two software applications to talk to each other. Your course platform’s API lets other tools (and custom code) read and write data.

Example: When someone buys your course, the platform’s API can send their name and email to your email marketing tool automatically.

Do you need to care? You won’t write API code yourself. But understanding that APIs exist helps you know what’s possible. When a platform says “we have an API,” it means developers can build custom integrations with it.

Webhook

An automated message sent from one application to another when something happens. Think of it as a notification system.

Example: When a student completes your course, your platform sends a webhook to Zapier, which triggers an email congratulating them.

API vs. Webhook:

• API — You ask for data when you want it (“Give me all students who enrolled this week”)
• Webhook — The platform pushes data to you when something happens (“A new student just enrolled!”)

Do you need to care? Not directly. But webhooks power the automations that save you time. When you connect tools through Zapier or Make, webhooks are often doing the work behind the scenes.

Zapier

A platform that connects different tools without code. You set up “zaps” — rules like “When someone buys my course in Teachable, add them to my ConvertKit email list.”

Also: Make (formerly Integromat) is a competitor with more complex visual workflows. IFTTT (If This Then That) is a simpler consumer-focused alternative.

Do you need to care? Yes, if you’re using multiple tools that don’t have native integrations. Zapier is the duct tape of the internet — it connects things that weren’t designed to work together.

Native Integration

A built-in connection between two tools, created by the tools’ developers. No Zapier needed.

Example: GoHighLevel has a native integration with Stripe — you connect them in settings, no third-party tool required.

When to prefer native integrations: Always. They’re more reliable, faster to set up, and don’t add another subscription cost. Use Zapier only when no native integration exists.

SSO (Single Sign-On)

A system that lets users log in to multiple applications with one set of credentials. “Sign in with Google” is SSO.

When you’ll encounter it: In corporate training. If you’re selling to companies, their employees may need to access your course through their company’s SSO system (Okta, Azure AD, etc.).

Do you need to care? Only if you’re selling B2B (business to business). Most consumer courses use the platform’s built-in login.

OAuth

The protocol behind “Sign in with Google,” “Sign in with Facebook,” etc. It lets users grant a third-party application access to their information without sharing their password.

Do you need to care? No. It works in the background.

Automation

Any process that runs without manual intervention. In course creation, automations include:

• Adding new students to your email list
• Sending welcome emails after purchase
• Issuing certificates upon completion
• Removing access after a refund
• Tagging students who haven’t logged in for 30 days for a re-engagement campaign

The goal: Automate everything that happens the same way every time. Save your manual effort for things that require a human touch (student questions, content creation, sales calls).

CRM (Customer Relationship Management)

Software for managing your relationships with customers and prospects. Tracks interactions, stores contact information, and manages sales pipelines.

Examples: GoHighLevel (includes CRM + course platform), HubSpot, Salesforce.

Do you need to care? As your business grows, yes. A CRM helps you track who’s interested, who’s bought, and who might need a nudge. GoHighLevel bundles this with your course platform.