In-depth comparison of ActiveCampaign vs HubSpot

In today's era, Marketers need a system to manage multiple campaigns and to measure, analyze and prepare reports on how well a campaign is performing over time. Marketers often tend to choose different software and platforms to manage their campaigns and measure their performance. Well, there are two companies that make the work easier for marketers to work on multiple tools through a single platform. HubSpot and ActiveCampaign are companies that make a difference in the efforts of marketers.

Here is the list of differences between HubSpot and ActiveCampaign.


HubSpot enables marketers to analyze and manage all their campaigns in one place. One can easily create an email, add social media posts and build ad campaigns. HubSpot also helps in leveraging automation to streamline the processes and create reports of campaigns through insightful analytics tools.

With the help of gathered information, you can leverage it to make your marketing efforts more personalized and customized as per the customer. HubSpot helps to generate leads for the sales team, who can go further to convert them into customers. HubSpot is ranked #1 in Marketing Automation by G2 Crowd, and #1 by Gartner.


ActiveCampaign is another software used by marketers to automate tasks such as website messaging and email marketing. This helps to send tailored emails, nurture the contacts, and automate the sales and marketing processes. ActiveCampaign is ranked #2 in Marketing Automation by G2 Crowd and is not ranked by Gartner. 

Lets get started !!!


HubSpot coined the term inbound and gave strong support to the marketers through inbound marketing software and also created the best in class tools to help marketers express themselves. HubSpot offers a great variety of email templates and tools to personalize and tailor the email campaigns. The interface is really easy to get started with the help of drag and drop email editor and there is a wide variety of templates to choose from and personalize them.

There are different features such as list segmentation, A/B testing, scheduling, and personalization tokens. Email analytics helps you get insights into the campaigns through reports and helps to better understand the performance. You can find the insights about every email such as its open rate, clicks, and other important data to know which emails are generating more clicks.

HubSpot marketing email tool becomes more powerful when integrated with the HubSpot CRM. With the help of HubSpot, smart email campaigns can be created to personalize and tailor the emails as per the customer's journey.

With the growth of your business and increase in the number of contacts, it becomes important to plan the email campaigns as per the customer's activity on the web-pages or to integrate nurturing emails with the sales process. This complete, all in one feature is what separates it from ActiveCampaign as you get everything on the go with all the tools in one place.

is a tool that focuses mainly on email marketing campaigns. It helps in creating dynamic content, email segmentation, subscription forms and also split testing to help in engaging and nurturing contacts. The campaigns can be easily set up with the help of a drag-and-drop email designer.

The drawback with ActiveCampaign's email editor is that it's not a WYSISYG HTML editor, so you find it difficult to understand and proceed with certain editing blocks to achieve the desired design. If a Marketer's sole reason is email marketing and not other tools, only then it will be useful and moreover, you will face difficulty in sending one-to-one emails using ActiveCampaign. 

  HubSpot ActiveCampaign
Drag-and-drop email editor
Custom coded email templates
Ecommerce emails
Email personalization
A/B testing
Optimized for any device
Post-send email analytics
Comparative reports
Send 1-to-1 emails from the CRM Limited
Dynamic/smart send times
Holistic CRM personalization



HubSpot supports the marketers by giving them them the ability to personalize their marketing automation.  The marketing hub provides best-in-class and robust features which are beyond event tracking and email follow-ups. You can easily initiate triggers on workflows to make your tasks automated.

Whenever a person initiates a trigger such as form submission, specific page views, contact information etc, the workflow starts to function. HubSpot's automation is integrated with the Marketing, Sales and Service Hub which helps to automate any changes made to the deal and service ticket status. You can update contact properties and assign them to the right team member. If you require a complex and customized process, it can done through API integrations and technical webhooks.

Let us suppose you are planning to run a promotional campaign. Using HubSpot, you can create a landing page with a form on that particular landing page to collect the Information about those who are interested. Then, the next thing you can do is to create and send emails to a list of contacts with a call-to-action which will redirect them to that particular promotional landing page.

A/B testing can be done to get the best subject line and this will also help in optimizing the open rates. After that you will be able to dig into insights and reports of different mails, landing page and form submissions to optimize the contact's journey.

The best part is after you have collected all the information of your contacts you can use automation workflows with triggers to enroll the contacts who have filled the form on the landing page so that they get timely emails of offers that you are offering. Follow up emails will help you to drive the contacts towards purchase.  

ActiveCampaign’s drag and drop automation builder helps you to quickly set up workflows. Using ActiveCampaign you can automate your email and follow up, find your most engaged contacts by adding custom points to certain actions. In ActiveCampaign you can track your contact's activity on your web-pages and based on it you can choose triggers for workflows through the help of event and site tracking.

You can also tag the contacts to get it highlighted for the sales team to take further action according to the updated contact's status. Despite all all the packed marketing automation features, its user interface is a bit difficult to understand and is not so robust.


  HubSpot ActiveCampaign
Automated kickback emails
Drip campaigns
Conditional if/then automation logic
Automate internal notifications and tasks
Automate lead management & segmentation
Custom automation through webhooks
Workflow automation performance report
Easy to set up automated email sequences
Easily test contacts in your automation


HubSpot provides you with a bunch of tools to help you to get found online and optimize for better conversion with the use of supportive landing pages, blogging, CMS, and forms submission. With the advantage of pre-built templates or drag and drop editor, you can easily create a landing page that matches your type of business.

Then all you need is to create and include a form on your landing page to capture any contact information. When you are using HubSpot CMS, it becomes even more comfortable to manage and optimize your website for your blogging and campaign needs. You can add a HubSpot tracking code to your site to bring the website analytics data into HubSpot if your website is built on any other CMS like Wordpress.

HubSpot is smart enough to understand that the goal of form submission is not to convert a visitor into the lead from the very first time. Progressive profiling lets you change what a visitor views if they are already a contact in your database, to make sure every form fill yields valuable information for your business.  

ActiveCampaign does not help marketers to create or edit content for their website.  You need to use 3rd party apps or integrations to create landing pages or website pages. You will also face difficulties in planning as there is no option to get reports or analytics of the email marketing campaigns or how it is affecting conversion rates.

With ActiveCampaign, you can create forms for conversion such as inline, floating box, pop-up, and floating bar in a simple form builder.


  HubSpot ActiveCampaign
Pop-up forms
Embedded forms
Custom form fields
Hidden form fields
Collect data from any form solution you use
Dependent form fields
Progressive profiling Limited through integration
Drag and drop page builder
Template/custom coded landing page development
Reporting and traffic analytics
Advance post scheduling
Optimized for mobile
Use custom domain
SEO tool
CMS (website pages)
Academy lessons


HubSpot’s social media and ads feature helps the marketers to optimize and handle their social accounts and ads in one place. This gives clear reports of the contacts who have engaged with the social posts or have clicked on an advertisement. This integration is very much helpful for the marketers as they can take targeted marketing to the next level.

You can start by integrating the social media accounts ( LinkedIn, Twitter, Instagram, Facebook ) with HubSpot. Schedule your social media posts and analyze the engagement it is bringing on different channels. Social monitoring tool helps in keeping you informed about the latest trends and keyword phrases that are important to your brand's growth. 

ActiveCampaign lags in this feature, too, as it does not have any social tool. You need to integrate third-party apps to get your social media optimized in ActiveCampaign. This means you can't post or have any reports on your social posts. You will have to manually add or remove contacts from the list based on email and ad campaigns. Even for any lead generated through Facebook ads, you need to add contacts to create a list manually.


  HubSpot ActiveCampaign
Conversations on website
Social publishing, monitoring, and reporting
Ads tool publishing and reporting
Facebook/Instagram Ads
Google search and display ads
LinkedIn ads
Advanced website audiences
Contact list audiences syncing limited
Facebook lookalike audiences
Ads ROI reporting across attribution
Messenger conversations


HubSpot's robust and best in class features include the integration of more than 300 apps. HubSpot is focusing on becoming an open platform, so they are always continuing to add more apps that integrate with it. In the year 2018, Zapier, MailChimp, Slack, Wordpress, and Surveymonkey were the five most integrated apps with the HubSpot platform.

So, HubSpot is the best, which gives you the ability to integrate the apps easily as it is very much necessary to incorporate certain apps for the smooth flow of the processes and the campaigns. Integrated apps in HubSpot will help to do actions like Shopify abandoned cart follow-ups, SalesForce lead syncing, and much more.

ActiveCampaign also integrates with more than 200 apps such as analytics, CMS, sales and service, accounting, and lead generation apps. If you are using ActiveCampaign, you will need to depend on Zapier to ensure integrations are pushed through, and there are only four natively built integrations.

  HubSpot ActiveCampiagn
Create custom contact properties
Separate teams by hierarchy
3rd party integration tasks
Natively built integrations Only 4 "deep data" integrations
Native 2-WaySalesforce Integration


HubSpot is equipped with a powerful and technologically advance CRM that gives you precise control over your contacts and how you tend to manage them. You can choose among various properties to create segmented lists as per your requirement that can be used to manage your marketing campaigns, all within HubSpot's free CRM.

When you dig deep into a contact record, you can view every interchange you have had with the contact starting from marketing emails to sales calls and servicing tickets. You get personalized details of the contacts for your further plans. The CRM works across the HubSpot Growth Platform, so everything is aligned, which keeps your teams updated if any changes are made to the contacts.

You can restrict and set permission access to your team members to view contacts. This becomes of great use when you have multiple offices or who handle different types of business. The best part of the CRM is that it is effortless to understand and navigate through even if you are from a non-IT user. 

ActiveCampaign is also helpful for marketers as you can centralize your contact data to perform actions such as notifying the sales team, deals update, creation of tasks, and automatically nurturing leads. Same as HubSpot, you can view your interactions with the contacts, which would help you further to make segmented lists based on the campaign interactions, social media data, and website activity.

  HubSpot ActiveCampaign
Contact lead scoring
View contact activity
Win probability
Assign tasks
Add notes
User and team permissions
Create tasks for team members
Get a holistic view of the contact’s journey
Send one-to-one emails from the contact record Limited
Email communication Limited (Gmail only)
Mobile App IOS only (Android beta)
Make and log phone calls


HubSpot has localized product and documentation to support your growing team in whatever language you choose.

ActiveCampaign offers support for several languages in their product, but documentation is only available in English and Portuguese.

  HubSpot ActiveCampaign
Type Product Language Documentation Language Product Language Documentation Language


HubSpot is so much more than just email and marketing automation. With live chat, a managed CMS, SEO tools, social media and ads tools, and more, HubSpot has everything you need to get your marketing strategy started, with advanced features that you can grow into. Add your sales and service teams to HubSpot too, and see how having all teams working out of one system reduces friction in your customer’s entire experience with your company.

  HubSpot ActiveCampaign
Live chat tools
Programmable bots
Unified email & chat inbox
Website Management
SEO tools
Video hosting and management
Hierarchical teams
Meeting booking tool
Lead scoring
Automated sales sequences Limited
Ticket & deal automation Deals Only
Sales playbooks
Knowledge base tools
Customer feedback tools
Help desk tools


Academy and educational lessons Limited
On-boarding and consulting services Limited


Hope, this will be helpful and insightful to give you clear sights of the right CRM to choose for your business needs. The differences are stated very precisely to help you with the decision making because a right CRM for marketers help them to stay aligned to the objectives and makes planning and executing smoother. It also helps them to track their performance and make the necessary changes in future to take the business growth to the next level.

Danish Wadhwa

Danish Wadhwa is a strategic thinker and an IT Pro, with more than 6 years of expertise in the digital marketing industry. He is more than a results-driven individual, who is well-versed in providing high-end technical support, optimizing sales and automating tools to stimulate productivity for businesses.

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