Airtable Use Cases: Real Examples and Setup Guides

Airtable can function as a fully customizable CRM when structured correctly. Instead of being locked into rigid pipelines, you design your own schema: a Contacts table linked to Accounts, which connect to a Deals table. Each relationship is visible and flexible, making it easy to model complex sales processes.

Because everything is relational, you can track interactions, deal stages, contract values, and expected close dates in one place. Rollups and formulas allow you to calculate pipeline value and forecast revenue automatically. Views can be filtered by rep, stage, or priority, giving each team member a focused workspace.

When connected to external systems, Airtable becomes even more powerful — automatically syncing leads from ad platforms, forms, or enrichment tools directly into your pipeline.

Airtable CRM setups typically enable:

• Visual deal pipelines
• Sales forecasting and weighted revenue
• Lead scoring and prioritization
• Automatic lead syncing from ads or forms

→ Read the full Airtable CRM guide

Airtable works well for project management when you need more structure than a basic task list, but more flexibility than traditional PM software. You can create a Projects table linked to a Tasks table, with dependencies, owners, statuses, and deadlines all connected.

Because everything is relational, you can track work at multiple levels — high-level project progress and detailed task execution — without duplicating data. Timeline and Gantt-style views provide clarity on deadlines and dependencies, while filtered views give each team member their own focused task list.

Automations can trigger notifications, status updates, or follow-up tasks based on changes in the base, keeping workflows moving without manual oversight.

This setup enables:

• Centralized reporting across projects
• Linked projects and tasks
• Timeline and Gantt-style views
• Resource and workload tracking

→ Read the full Airtable project management guide

Airtable can act as a lightweight inventory system by linking Products, SKUs, Suppliers, and Orders in a structured way. Instead of tracking stock in disconnected spreadsheets, you create a relational system that reflects how inventory actually moves.

Rollups calculate current stock levels based on incoming and outgoing orders. Filtered views surface low-stock items. Supplier records link directly to the products they provide, making procurement easier to manage.

When synced with ecommerce or payment platforms, inventory updates automatically as orders are placed, reducing manual reconciliation and stock errors.

An Airtable inventory setup typically includes:

• Products and SKU tracking
• Supplier and purchase order management
• Automated stock level calculations
• Syncing data from Shopify, Stripe, or warehouse systems

→ Read the full Airtable inventory guide

Airtable is especially powerful for marketing teams that want centralized reporting across platforms. By pulling campaign data from Google Ads and Meta into structured tables, you can build a reporting layer that's fully customizable.

Campaigns, ad sets, and ads can be stored as linked records. Performance metrics like spend, clicks, conversions, and revenue update automatically. From there, formulas calculate ROAS, cost per acquisition, and other custom KPIs tailored to your business.

Instead of logging into multiple ad platforms, teams get a single source of truth — refreshed daily — that can feed dashboards, internal reports, or client updates.

An ads reporting base typically enables:

• Google Ads and Meta data in one place
• Campaign, ad set, and ad-level reporting
• Client dashboards for performance tracking
• Automated daily data refresh

→ Read the full Airtable ads reporting guide

Airtable is well-suited for SEO when you need to manage both strategy and performance data together. You can structure tables for Keywords, Content, and Backlinks, linking them to track how specific pages target specific terms.

This relational setup allows you to monitor rankings alongside your content pipeline. You can see which keywords each page targets, when content was published, and how performance changes over time.

When connected to SEO APIs, ranking data, search volume, and backlink metrics can update automatically — turning Airtable into a living SEO dashboard rather than a static spreadsheet.

An SEO tracking base often includes:

• Keyword tracking and prioritization
• Linked content planning and publishing pipeline
• Backlink monitoring
• Ranking and performance tracking

→ Read the full Airtable SEO guide

Airtable becomes especially powerful when used as the destination for structured data pulled from websites. Instead of manually copying information, you can automatically capture and organize it into relational tables.

This is useful for monitoring competitors, tracking pricing changes, building directories, or aggregating public data. Each scrape populates clean records that can be filtered, analyzed, or linked to other tables inside your base.

Because the data refreshes automatically, Airtable becomes a live monitoring system rather than a static dataset.

Web scraping workflows with Airtable typically enable:

• Pulling structured data from websites
• Competitor monitoring and price tracking
• Directory or database building
• Automated recurring scrapes

→ Read the full Airtable web scraping guide