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Airtable Logo

Airtable

4.7
(1.9K)

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Cloud-based organization & collaboration tool

(179)

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Airtable Features

Features Summary

Functionality

4.5

/5

1.9K

Total features

170

40 categories

Airtable features

@mentions
API
Access Controls/Permissions
Advertising Management
Agile Methodologies
Alerts/Notifications
Application Management
Approval Process Control

Common features of CRM software

API
Activity Dashboard
Activity Tracking
Alerts/Notifications
Calendar Management
Calendar Sync
Calendar/Reminder System
Campaign Management

Price starts from

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No pricing info

Pricing options
Free plan
Subscription
Free trial

Screenshots

Contenders comparison

Functionality

4.5

/5

1.9K

Price starts from

ic-pricetag

No pricing info

learn more

Total Features

170

Unique features

  • Brand Guidelines

  • Editorial Calendar

  • Event Management

  • Metadata Management

Functionality

4.3

/5

23.1K

Price starts from

6

/user

Per month

learn more

Total Features

154

Features in Common

91

Unique features

  • Cost-to-Completion Tracking

  • Messaging

  • Notes Management

  • Real-Time Updates

Functionality

4.4

/5

14K

Price starts from

7.75

/user

Per month

visit website

Total Features

159

Features in Common

77

Unique features

  • Timeline Management

  • Forms Automation

  • Roadmapping

  • Bar Chart

Common Airtable comparisons

Reviewers who mentioned features said:

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Steve M.

Nonprofit Organization Management, 501-1,000 employees

Used weekly for 2+ years

Review source

Overall Rating
  • Value for money
  • Ease of use
  • Features
  • Customer support
  • Likelihood to recommend10/10

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Only limited by your time and creativity

Reviewed 4 years ago

We have about 10 different business processes that we track in Airtable. It's amazing how flexible it is, and the overall experience has been extremely smooth. It's especially easy to get new users up to speed quickly because of how intuitive the Airtable is, which is an especially difficult feat given how extensively you can customize everything. They have a great online help and video training as well.

Pros

Airtable brings actual structure to our working environment. We use for a team of 15 to track tasks, projects, and even for lightweight documentation of work done or where stuff is. I really like the flexibility and the ability to create just about anything with it and still make the finished product look nice. The UI is what people first comment on when I invite them to our shared set of bases--either "it looks great" or "this is easy" or something like that. I especially love the integration with Zapier so that if you need to go outside an Airtable base, you probably won't have to do manual entry--it can sync with your other app.

Cons

With the free version, you will hit the record limit will pretty easily. I wish they had a lower-priced plan that was above the free version, but below their much more expensive tiers. A second huge miss is that there was really no way to do rich text. That severely limits the usefulness for using Airtable as any kind of repository for content or anything like that. Basically you convert everything to HTML markup and store it as plain text in Airtable, but like I said they have promised to fix this . . .

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Maddie B.

Computer Games, 1,001-5,000 employees

Used daily for 1-2 years

Review source

Overall Rating
  • Value for money
  • Ease of use
  • Features
  • Customer support
  • Likelihood to recommend9/10

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Airtable is our data management system

Reviewed 8 months ago

Using connections, we connect records in Airtable to other services like Eventbrite, Asana, MailChimp, and more. Workflows are then finished with the help of automation. While it's possible to find a template that fits your needs, it's well worth your time to learn how to create your own.

Pros

Airtable is a simple, collaborative database app. As long as the engineering team isn't too huge, working together on a bill of materials (BOM) is straightforward. One of my favorite features is the ability to create filtered views that are unique to each user.

Cons

When a company's workforce size increases, Airtable's price tag skyrockets. The options for exporting are restricted. Airtable is not the place to store documents. Airtable does not support complicated equations. The user interface isn't always the most obvious.

JM
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Jenn M.

Food Production, self-employed

Used daily for 1-2 years

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Overall Rating
  • Value for money
  • Ease of use
  • Features
  • Customer support
  • Likelihood to recommend4/10

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Airtable leaves potential on the table

Reviewed 6 months ago
Pros

Airtable presented a lot of diverse data in a concise, easy-to-understand way. Airtable safely contained project details shared among many participants, and was a central resource for completing and tracking our work.

Cons

When there is a large data set, X and Y axis headers are condensed in a totally unusable way. Even if the window is expanded, the data labels are completely illegible. Is there a way to remedy this? Probably, but who has the time to find it within Airtable's bloated universe. Excel and Google Sheets are probably sufficient for average users, but Airtable is the trendy new guy in town.

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Onome D.

Education Management, self-employed

Used daily for 1-2 years

Review source

Overall Rating
  • Value for money
  • Ease of use
  • Features
  • Customer support
  • Likelihood to recommend10/10

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Airtable is My Favorite Digital Asset Management Tool

Reviewed 4 months ago
Pros

I created my social media content library using Airtable, and it has provided the simplest, most user-friendly way to compile, organize, and share my content. I can sort based on any category, edit, upload files. I also love that it's so easy to toggle between the website and the phone app versions.

Cons

No cons, really. It could be a lot to navigate through intially, for someone who is not familiar with digital asset management. There are lots of features I've never even used because the elements that I DO use already provide such a robust experience. I'd say that Airtable is most ideal for a team, and could potentially be overwhelming for a solopreneur.

SC
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Susan C.

Information Technology and Services, 51-200 employees

Used daily for 1-2 years

Review source

Overall Rating
  • Value for money
  • Ease of use
  • Features
  • Customer support
  • Likelihood to recommend9/10

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Why Airtable Is Very Helpful

Reviewed a month ago
Pros

I like that Airtable is AI powered and makes workflow management easy

Cons

Never had any regrets using Airtable. Always delivers.

SB
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SAMUEL B.

Internet, 1-10 employees

Used weekly for 1-2 years

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Overall Rating
  • Value for money
  • Ease of use
  • Features
  • Customer support
  • Likelihood to recommend8/10

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Very good tool for data management

Reviewed 18 days ago
Pros

Management close to Excel but with workflows that automate data. Many possibilities for custom functions that provide a very solid tool.

Cons

One might get a bit lost in the beginning due to the many possibilities, but the UX is well designed to allow for step-by-step progress.

BC
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Billie C.

Marketing and Advertising, self-employed

Review source

Overall Rating
  • Value for money
  • Ease of use
  • Features
  • Customer support
  • Likelihood to recommend4/10

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Confusing to learn

Reviewed 21 days ago

Looks great but difficult to pick up and not worth it

Pros

I liked how it made project management look pretty

Cons

It was difficult to learn and create planning documents on

AR
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Verified reviewer

Higher Education, 1,001-5,000 employees

Used daily for 6-12 months

Review source

Overall Rating
  • Value for money
  • Ease of use
  • Features
  • Customer support
  • Likelihood to recommend8/10

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So close to perfect!

Reviewed 4 years ago

Overall I appreciate and enjoy my use of Airtable. I really like its capabilities for tracking projects and tasks. If it was FERPA compliant it would be my one-stop shop for project management at work!

Pros

Airtable is fantastic for project management, especially if you need to share your work with others. I recently used Airtable for a week-long event at my workplace with many moving parts - several events per day, many catering contracts, many chaffeurs and cars to keep track of, etc. I love that Airtable gives you the option to categorize entries and sort by category. Using Airtable helped me keep...

Cons

Airtable does have a bit of a learning curve that took me a while to navigate. I did not find their introductory templates or videos as helpful as I would have liked, so it took me longer than anticipated to get used to the software and really start using it on a daily basis. Lastly, I really wish Airtable was FERPA compliant. I work in higher education and so I cannot manage ALL my projects and tasks in Airtable, just the ones that don't involve student data. This splitting of softwares depending on which project I'm working on is kind of a pain and interrupts my work flow.

MG
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Mayank G.

Animation, 1-10 employees

Used daily for 2+ years

Review source

Overall Rating
  • Value for money
  • Ease of use
  • Features
  • Customer support
  • Likelihood to recommend10/10

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Airtable enables to keep track of the entire project management process

Reviewed 3 years ago

Airtable is my favourite project management platform that provide extensive features about project management and covers all our needs during development process.

Pros

Airtable connects our team to each other during the project development process and makes it possible to work in syncronization. Project manager can define the roles and the permission of each particular team member in a very flexible way.

Cons

Customer support is late to respond to the cases that we have created in support center and pricing plans are not flexible, 4 static pricing plans are not sufficient for this kind of a feature rich platform. User should be able to select the limits in a more flexible way.

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Denise W.

Marketing and Advertising, 201-500 employees

Used daily for 2+ years

Review source

Overall Rating
  • Value for money
  • Ease of use
  • Features
  • Customer support
  • Likelihood to recommend9/10

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Airtable is a great collaborative project manager

Reviewed 2 years ago

My team and I like Airtable because it helps us keep track of all of our clients in one central location. My initial impression was that it wouldn't really make a difference in our regular operations, but now I see how wrong I was. With Airtable, users are able to work with many data types in a grid-based environment. It also facilitates the development of cloud-based apps that are easily integrated with other infrastructure.

Pros

One of my favorite features is the ability to personalize each of my boards. Not only that, but I have the ability to work closely with my team by syncing and discussing our respective projects and making use of our shared notes. It's incredible how many wonderful things there are in the Universe. Airtable helps me plan out my monthly social media posts in advance. I'm able to keep on top of things and make timely social media posts because I plan ahead. My knowledge and experience have taught me to be more methodical and cooperative in my job.

Cons

Every once in a while, things aren't as user-friendly as they could be. Sometimes I'll make my own template, but first I'll look at tens of others to get ideas. Be patient with the procedure; it will take some time to complete. Once set up, the interface is typically straightforward.

LW
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Laurène W.

Computer Software, 11-50 employees

Used daily for 1-2 years

Review source

Overall Rating
  • Value for money
  • Ease of use
  • Features
  • Customer support
  • Likelihood to recommend9/10

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Airtable is very powerful for building internal tool or back-offices, UX could be more user-friendly

Reviewed 2 years ago

We use Airtable in several ways: - Internal ticketing system + reporting (works great) - Custom apps for our customers, synced with our own software (back-office logic is great, end-user UX is not, we should have used a third-party app builder to make it more user-friendly) - CRM extension (good for one-off analytics) - Database for some automations using Make.com (having structured data really helps) We are overall satisfied, we manage to do everything we want and integrate Airtable with our other software. We hope that Airtable Interfaces will get better, along with some improvements in formulas.

Pros

Airtable is very powerful. It makes database logic accessible to non-developer profiles. Being able to view your data in so many different ways is great. Usecases are endless.

Cons

I was disappointed by the inability to create easy-to-use apps for the final user. You can either share the entire database with them - which can be overwhelming - or cherry-pick views you want to share with them - which is impractical, especially because those views aren't editable. This makes Airtable great to build internal tools for tech-savvy teams, but in order to make it usable by other people you'll have to use a third-party app builder (Airtable will then be used as the database / back-office of your app). In addition to that, I sometimes get frustrated with some formulas, especially "datetime" formulas and recursive logic. These can become overly complicated in Airtable.

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Yelle B.

Marketing and Advertising, 11-50 employees

Used weekly for 6-12 months

Review source

Overall Rating
  • Value for money
  • Ease of use
  • Features
  • Customer support
  • Likelihood to recommend10/10

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Neat AF Content Management for SMM

Reviewed 9 months ago

Overall I am so glad we chose to set up on this platform! It keeps all our posts so neat in one spot.

Pros

I think Airtable is the best tool out there for a team to prepare social media content. We took inspiration from other Social Media Manager's setups and adapted them to our needs. I love the way we set up each column as text, links, uploads, etc. so that we could repeat our flow every month. I really love how the comments work, especially on the videos where I can click and drag to leave a comment on an exact timestamp and section of that frame. Lastly, I appreciate that Airtable has a mobile and desktop app so that I can see the little red number notification that signals that I have to respond to something.

Cons

I wish we got notified by email for leaving a comment even if it didn't @ mention our teammate. Also, I wish a Google Doc-type form could live with a project.

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Shayla B.

Internet, 1,001-5,000 employees

Used daily for 1-2 years

Review source

Overall Rating
  • Value for money
  • Ease of use
  • Features
  • Customer support
  • Likelihood to recommend9/10

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Great project management and efficiency with Airtable

Reviewed 5 months ago

The seamless integration of databases and project management features has not only streamlined my workflows but has also sparked creativity in how I organize and visualize information. The platform's adaptability makes it equally valuable for personal projects, team collaboration, or complex data management tasks.

Pros

The best feature of Airtable, in my opinion, is its unparalleled flexibility in organizing and visualizing data. The combination of a spreadsheet-style interface with the power of a relational database opens up a world of possibilities. The ability to create custom views, link records, and collaborate in real-time makes it a dynamic tool for projects of any scale.

Cons

The pricing structure, especially as the team size grows, can become a consideration. More transparent pricing tiers or additional features in the lower tiers could enhance accessibility for smaller teams or individual users.

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Patricia S.

Nonprofit Organization Management, 51-200 employees

Used daily for 1-2 years

Review source

Overall Rating
  • Value for money
  • Ease of use
  • Features
  • Customer support
  • Likelihood to recommend10/10

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Game changer

Reviewed 5 years ago

Our team uses Airtable as a centralized location to track our project progress. We've even hacked it as a CRM on occasion, and used it for event planning, reporting--anything that requires you to organize lots of information in a standardized way. The resistance to using yet another platform was strong at first, but once we got into it, everyone has become an Airtable advocate.

Pros

When a co-worker recommended Airtable, I was predictably skeptical. Who needs yet another spreadsheet software I said, with an internal (ok, maybe external) eye roll. But this is no mere spreadsheet platform. It is the only one you will ever need. Ever. Again. The functionality that make it worth it to switch from Excel or Google Sheets might seem insignificant when you look at them on a features list....

Cons

There are very few cons to Airtable. It's simple to use, and the potential is limitless. Once you start putting bases together, you just don't want to stop! One thing that is slightly non-intuitive is the relationship (or lack thereof) between different "tabs" of data. Read up on those before you go that route. You can also start getting out of hand pretty quickly with creating lots of different views, but nothing a little intentionality can't address. We trained our entire team on using Airtable for project management, and it's been the best decision we ever made.

AR
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Verified reviewer

Used daily for 1-2 years

Review source

Overall Rating
  • Value for money
  • Ease of use
  • Features
  • Customer support
  • Likelihood to recommend10/10

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Wonderful solution to spreadsheets, needs more restrictive access, tech support needs improvement.

Reviewed 7 years ago

We can have many views of the same data in one place without duplicating the data. Each person can have their own view based on the data they need to see. The biggest benefit we've had is time saving and the ability to access this data anywhere, at any time.

Pros

Last year I was on the search for a solution to replace XLS and found Airtable. Previously we were using microsoft xls, as we found even GoogleDocs didn't work for our purpose. We produce hundreds and up to thousands of products for one event and previously used xls to keep track of production and for by line item invoicing purposes. The ability to have all the data in one spreadsheet but then...

Cons

The #1 priority for improvement that every Airtable user complains about is the lack of restrictive access. Access is "all or nothing" so if I give my clients "Read" access, they're only limited to one view and can't edit or note anything. If we give them "Edit" access they are able to edit anything in our entire database, including our pricing, so that doesn't work. We want, for example, a customer...

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Felix P.

Accounting, 1-10 employees

Used daily for 6-12 months

Review source

Overall Rating
  • Value for money
  • Ease of use
  • Features
  • Customer support
  • Likelihood to recommend8/10

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A Comprehensive Review of Airtable: Key Features, Common Critiques, and Overall Recommendation

Reviewed a year ago

Overall, I've found Airtable to be a powerful and flexible platform that has greatly improved my productivity as a small business owner. Its customizable fields and views, integration with other tools, and collaboration features have all been invaluable in helping me manage my work and stay organized.

Pros

As a small business owner, there are several key features of Airtable that I have found particularly helpful in managing my work and staying organized.One of the standout features for me has been the ability to create custom fields and views. With Airtable, it's easy to create a database that is tailored to my specific needs, and the views feature allows me to see and interact with my data in a variety...

Cons

I have mixed feelings about Airtable. On the one hand, I have found the platform to be extremely helpful in organizing and managing my work. The customizable fields and views, integration with other tools, and collaboration features have all been invaluable in helping me stay on top of my workload and stay organized.However, there are a few common critiques that I have encountered as a user of the...

MO
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Md O.

E-Learning, 11-50 employees

Used weekly for 6-12 months

Review source

Overall Rating
  • Value for money
  • Ease of use
  • Features
  • Customer support
  • Likelihood to recommend10/10

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Keeping organized is easy with Airtable

Reviewed a year ago
Pros

Airtable is a popular cloud-based relational database and project management tool that offers several benefits, including:Flexibility: Airtable is highly flexible and can be adapted to meet a wide range of use cases. It allows users to create custom databases, spreadsheets, and project management tools with ease, without requiring any programming knowledge.Collaboration: Airtable is designed to support...

Cons

While Airtable offers many benefits, there are some potential drawbacks to consider. Here are some of the cons of Airtable:Limited automation capabilities: While Airtable offers some automation features, such as the ability to trigger actions based on changes in a database, it is not as robust as other project management and database tools. More complex automation workflows may require the use of third-party...

AR
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Verified reviewer

Retail, 1-10 employees

Used daily for 1-2 years

Review source

Overall Rating
  • Value for money
  • Ease of use
  • Features
  • Customer support
  • Likelihood to recommend7/10

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Game changerl

Reviewed 2 months ago

Overall experience has been great to be honest

Pros

This product has been a game changer for my company. Being an Ecommerce business with inventory and teams. It has made it easy to set up bases, automations, dashboard to track a lot. It has made order management so seamless for easy for my teamm less clutter and so many features that has helped the business. Love that I can create multiple bases.

Cons

It has evolved over the years with their updates. But I think the dashboard can be better. They can definitely take a few features from clickup especially with things like tracking and notes.

AR
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Verified reviewer

Food Production, 201-500 employees

Used daily for 1-2 years

Review source

Overall Rating
  • Value for money
  • Ease of use
  • Features
  • Customer support
  • Likelihood to recommend8/10

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Handy Collaboration Software for Remote Teams

Reviewed 4 months ago

We've been very happy with the service from Airtable for managing some of our tasks and collaborative environments. It has a very intuitive design, you can just pick it up and start using it as soon as, and it basically requires no setup which was good for our IT resources. Other than that, it's reasonably priced, and maintains good performance even when a few people are working on the same sheet at the same time. Very happy overall.

Pros

We really enjoy having a lot of different features available that we can explore, mainly stuff like document management, database, and data workflows. It lets you cover different needs without having to get a few separate tools and ten have to sync them together. The ability to consolidate all those feature sunder one roof is also good for the budget of course.

Cons

I'm not sure if it rises up to the level of tools like Monday and Asana for project management. There aren't as many project customization options and it tends to get a bit all over the place when the number of projects starts to increase. It would be good to have more views for projects and more customizations on the project level.

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Duncan C.

Marketing and Advertising, self-employed

Used daily for 1-2 years

Review source

Overall Rating
  • Value for money
  • Ease of use
  • Features
  • Customer support
  • Likelihood to recommend10/10

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Must-Have Blend of Spreadsheet and Database

Reviewed 5 months ago

Airtable is fantastic. I've made it a part of basically every publication and content hygiene process we have, and have recommended it to all our clients. If you work in marketing, this tool should definitely be at the top of your software stack.

Pros

Airtable has been a genuinely game-changing piece of software for my business. I can't think of another tool that makes managing the content lifecycle so effortless. The way you can organise bases, set up automations, and easily manage everything from social media to email campaigns to content assets is exceptional, to the point where I've made it an integral part of our content processes with clients.

Cons

Overall, Airtable is an excellent tool. If I was being picky, the two negatives that have stood out to me are the pricing (it gets quite expensive if you have multiple users working in a base) and the fact that it's not great at certain types of data management due to the way records work. You can't necessarily replicate everything you can do in Excel/Sheets here; it's much better as a way to track and manage assets than as a mathematical tool.

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Ali B.

Marketing and Advertising, 1-10 employees

Used daily for 1-2 years

Review source

Overall Rating
  • Value for money
  • Ease of use
  • Features
  • Customer support
  • Likelihood to recommend10/10

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Airtable Streamlines Client/Agency Collaboration

Reviewed 5 months ago

We have also used Airtable as a database for clients -- it's a great collaborative tool and has more flexibility than Google Sheets/Excel.

Pros

Airtable makes it easy for our agency to collaborate with clients on content management. Previously, we used Asana but the client could see too much into our internal back-end and collaboration. Airtable allows clients to see the front end, as well as submit revision request. This creates a cleaner, more professional experience for our clients.

Cons

It has come with a slight learning curve, but if you take the time upfront to determine the most efficient ways to set up your bases; the time it takes to set it up/learn is minimal compared to how much time it will save you long-term!

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Kelly B.

Computer Software, 1,001-5,000 employees

Used daily for 1-2 years

Review source

Overall Rating
  • Value for money
  • Ease of use
  • Features
  • Customer support
  • Likelihood to recommend8/10

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Excellent application integration and fast database creation

Reviewed 5 months ago

Using Airtable, we are able to consolidate data for teams working in different locations, ensuring that everyone always has access to the most up-to-date information. I can organize and analyze seemingly impossible data on a spreadsheet with the help of Airtable, and I can even perform some really deep reasoning without knowing how to code.

Pros

I appreciate the adaptability. With the help of drop-down menus, department-specific colors, and the ability to sort data by any number of criteria, I can easily organize my data into useful chunks. Though I'm only just getting started with Airtable, I'm enjoying my time with it and am looking forward to learning all there is to know about it.

Cons

It can be cumbersome to keep track of which users have access to certain databases and tables, therefore you may prefer to use a different platform when communicating with stakeholders.

VV
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Victoria V.

Newspapers, 1,001-5,000 employees

Used daily for 1-2 years

Review source

Overall Rating
  • Value for money
  • Ease of use
  • Features
  • Customer support
  • Likelihood to recommend10/10

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Airtable- A need for Project Management

Reviewed 6 months ago

AMAZING! cannot stress how useful Airtable was within our recruitment department. We needed it every day to track our open roles/where candidates were in the process as well as overall project management. THIS IS AN AMAZING PROJECT MANAGEMENT TOOL FOR THOSE IN NEED! Keeps projects very organized, as well as great for collaboration between teams/departments, and tracks progress/ what needs to be done very well!

Pros

LOVED AIRTABLE AND WOULD 10/10 RECCOMEND. Soooo useful for project management to see where you are in the project, what needs to be done, and when things are due. AMAZING for collaboration! We used it for our recruitment team for our candidate tracking database. We used it every day to track where they were in the process if they were advancing to the next step, or if we needed to reject them. We linked their GH and LI pages for easy contact as well. Additionally, we used Airtable for our 2023 project tracker and were able to easily organize tasks within groups such as GH management, DEI initiatives, and CRM. It was easy to see what our team was working on, completing or planning to complete.

Cons

It is pretty tricky to figure out how to use it at first but there are many trainings to watch to learn. This is probably my only concern with Airtable, everything else is great.

RZ
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Rukmini Z.

Construction, 201-500 employees

Used daily for 2+ years

Review source

Overall Rating
  • Value for money
  • Ease of use
  • Features
  • Customer support
  • Likelihood to recommend9/10

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A fantastic tool for almost any project

Reviewed 6 months ago

As a company, we've explored various project management tools over the past few years, and we've confidently settled on AirTable as our top choice.I highly recomment it.

Pros

I appreciate how user-friendly AirTable is, thanks to its straightforward onboarding, color coding, and flexibility. I've used AirTable in my last two jobs, and it has boosted my team's efficiency enormously. Our teams rely on AirTable daily to oversee a wide range of projects, from small projects to complex ones. My favorite feature of AirTable is the ability to use filters to quickly access specific data. This is incredibly useful for assessing project status and team capacity, which, in turn, helps with future assignments. AirTable is versatile, catering to both entry-level users for managing individual tasks and supervisors seeking insights into team performance and project allocation.

Cons

Documentation could be improved, I would say.

JW
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Jordan W.

Computer Software, 1-10 employees

Used daily for 2+ years

Review source

Overall Rating
  • Value for money
  • Ease of use
  • Features
  • Customer support
  • Likelihood to recommend10/10

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Airtable is a 10x product

Reviewed 6 months ago

In general, I'd recommend Airtable to anyone who quickly needs to gather data and manage it. Airtable makes it so easy it will start to feel like instinct.

Pros

We use Airtable in two distinct ways that are critical to our business. The first is lead management. We track all our leads, the status of them, and any other relevant info in Airtable. This makes it easy for anyone to come in and see the status of a deal at any given time. The second way in which we use the product is for collecting data / surveying users. We are constantly talking to our users and trying to collect feedback on a regular cadence. Airtable has made it so easy to build a form and then manage / sort the responses in their tool. Filtering the data is just as important as collecting it to begin with, and I don't know another tool that makes it as easy as Airtable does.

Cons

What will trip me up every now and then is Airtable's naming conventions in the product. It's not a deal breaker by any stretch but for anyone not already familiar with the product, it's confusing to explain to other stakeholders and makes onboarding take a bit longer than you might expect.