About integrations and connectors

Overview

Integrations and connectors link Profound to the tools your team already uses: your CMS, communication tools, analytics platforms, and data sources. Instead of copying data in and out of Profound by hand, you connect a service once and let Profound read from it and write to it as part of your workflows.

The difference between an integration and a connector

An integration is a native Profound tool that connects an external service to Profound Agents. Each integration adds a set of nodes to the Agent builder, and each node performs a specific action in that service, such as creating a CMS entry, reading spreadsheet rows, or sending a message.

A connector connects an external service to Profound Aim agent through the Model Context Protocol (MCP). Once connected, Aim can call that service directly in a conversation to pull in its data and use it alongside your Profound data.

In short: integrations power Agent workflows, and connectors power Aim conversations. Some services are available as both, but the two lists are not identical, and you set up each one separately.

You manage both in the Integrations section of the Profound platform. You can also manage integrations directly from a node's configuration panel in the Agent builder.

Setting up integrations and connectors

Setup instructions for each integration and connector live in the Integrations section of the Profound developer documentation. Find the service you want to connect and follow its "Connect" guide. Most integrations and connectors use OAuth, so connecting usually takes a couple of clicks: authorize the service, review the requested permissions, and confirm.

Using integrations in Profound Agents

Once a service is connected, its nodes become available in the Agent builder. You chain them together and use them like any other node.

For example, a weekly reporting Agent can pull your Visibility data with a Profound data node, summarize the biggest changes with a 📄 Prompt LLM node, and post the summary to your team channel with a 📄 Slack node. The whole report lands where your team works, without anyone opening a dashboard.

Each integration has its own set of nodes with specific inputs and outputs. Find the node descriptions in the Integrations nodes​ section or the "Using in Agents" guides in the developer documentation.

Using connectors with Profound Aim

Connectors extend what Aim can see. When you connect a service, Aim can query it in real time and blend its data with your Profound insights, so your analysis is no longer limited to what lives inside Profound.

For example, with the G2 connector in place, you can ask "Which of our topics with rising buyer intent on G2 have the lowest Visibility Score?", and Aim will pull the intent data from G2, combine it with your Visibility data, and provide an answer grounded in both.

To add a connector, open the service's page in Integrations, go to the Connector tab, and authorize the connection.

FAQ

Is there an integration and a connector for every service?

No. Integrations and connectors are built and prioritized separately, so a service may be available as one, both, or neither. Integrations require Profound-built nodes for each action, while connectors depend on the service exposing an MCP server. That is why the two lists overlap but do not match exactly.

Can I use a connector inside an Agent?

No. Connectors work with Profound Aim conversations, and Agents use integrations through their nodes. If a service is available as both, connect it in each place where you plan to use it.

What if the service I need isn't available?

If the service has a public API, you can often bring its data into an Agent with the call API node. If the service has an MCP server, you can create a custom connector in Integrations > Add custom connector.

What data can Profound access through an integration?

Only what its nodes need to do their job. For example, an integration whose node sends messages does not read your message history. You can review the requested permissions during the connection flow and revoke access at any time from the Integration page.

Get help

Not sure whether you need an integration or a connector, or running into trouble connecting one?  Contact support and the team will point you in the right direction.