ActiveCampaign vs. GoHighLevel: Comparison Guide

Written By Josh Hare

When it comes to marketing automation, two platforms often come up in conversation: ActiveCampaign and GoHighLevel. Both tools offer powerful features, but they cater to different types of businesses and needs. If you’re stuck deciding between them, this breakdown will help you figure out which is the better fit for your goals.

Overview

  • ActiveCampaign is a marketing automation platform with deep email marketing capabilities, advanced segmentation, and a reputation for delivering strong ROI on campaigns. It’s known for being user-friendly and scalable for businesses of all sizes.

  • GoHighLevel (GHL) is an all-in-one sales and marketing platform built primarily for agencies. It combines CRM, funnels, SMS/email marketing, appointment booking, and even white-label options, making it attractive for businesses that want a client-facing platform.

Features Breakdown

Email Marketing & Automation

  • ActiveCampaign: Industry-leading automation builder, pre-built templates, advanced triggers, and behavioral targeting. Ideal for personalized campaigns.

  • GoHighLevel: Strong automation capabilities too, but geared toward integrating with CRM pipelines, SMS outreach, and sales funnel activity. More “sales-first” than “email-first.”

CRM & Sales Tools

  • ActiveCampaign: Has a CRM, but it feels secondary to its email marketing core. Best for small to mid-sized teams who need light sales tracking.

  • GoHighLevel: CRM is the star here. Pipeline management, opportunity tracking, and team collaboration are all built in. Perfect for agencies managing multiple clients.

Funnels & Landing Pages

  • ActiveCampaign: No native funnel builder. You’ll need integrations (e.g., with Leadpages, ClickFunnels, or Unbounce).

  • GoHighLevel: Includes drag-and-drop funnel and landing page builders. If funnels are your primary strategy, GHL is the clear winner.

White Label Options

  • ActiveCampaign: No white-label capabilities.

  • GoHighLevel: Built with agencies in mind—you can completely rebrand the platform and offer it as your own service.

Pricing

  • ActiveCampaign: Pricing starts around $39/month for the Marketing Plus plan. Costs scale with the size of your contact list. Great for solopreneurs, SMBs, and e-commerce.

  • GoHighLevel: Starts at $97/month for a single account, but most agencies go for the $297/month plan to unlock client sub-accounts. Higher cost, but more functionality out of the box.

Who It’s Best For

  • ActiveCampaign: Businesses looking to master email marketing and automation, while keeping a lightweight CRM in their stack. Best for small businesses, e-commerce stores, and brands focused on email-driven growth.

  • GoHighLevel: Agencies and consultants who need an all-in-one platform with CRM, funnels, and automation. Especially powerful if you plan to resell white-labeled software.

Final Verdict

  • Choose ActiveCampaign if your business runs on email-first automation and you want a proven, scalable tool.

  • Choose GoHighLevel if you’re an agency or service provider needing a client-friendly, all-in-one system that goes beyond email into full CRM and funnel management.

Both are strong contenders. Your choice really comes down to whether you’re running your own marketing (ActiveCampaign) or managing marketing for others (GoHighLevel).

I’m free to talk more about it with you, just schedule a quick call. No pressure, no hassle.

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Josh Hare
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