ActiveCampaign vs Ontraport: A Tale of Two Platforms

active campaign vs ontraport

This week’s blog features an in-depth comparison between ActiveCampaign and Ontraport. As two super solid CRM/email marketing platforms, you’ll see there are quite a few similarities between both.

Both platforms do provide some sweet automation, which can definitely streamline your email marketing and site management. However, advanced functionality comes at a slightly higher price point than some of the free email marketing systems that are embraced by those who might not have a huge budget.

Of course, you get what you pay for. Whether you decide to invest in ActiveCampaign vs Ontraport will affect your online business for the better.

So let’s hit the facts.

For our review of how Ontraport vs ActiveCampaign compare to each other, we picked a few of the common ways that an online business owner might utilize the platforms.

This post is part of a larger CRM comparison series.

ActiveCampaign VS Ontraport: Tagging

Both Ontraport and ActiveCampaign utilize “tags” to categorize and assign properties to the members within your CRM. In each platform, these tags are automatically applied and function according to the parameters that you set.

Within both platforms, these tags can be used for a variety of purposes.

For example, you might choose to segment your email list, or grant a user specific permissions based on a purchase or opt-in. Tagging is invaluable when you're ready to really start targeting specific client groups and provide a more personal experience for them.

Ontraport‘s tag manager allows you to categorize your tags by “groups.” When you're working with dozens – or hundreds – of tags, the ability to filter and group is definitely pretty handy.

Although ActiveCampaign also uses tags, it does not currently allow you to organize these in any way.

Realistically, for a number of entrepreneurs who have, say, less than 100 tags, this doesn't pose a problem in the least.

However, when working with several complex email marketing campaigns (all of which are guided by unique tags) and a membership site (whose access is also made possible by tags), a lack of filtering could definitely make tag management a bit of a hassle.

Of course, there are super easy ways to work around this if ActiveCampaign seems to be your perfect fit in the other areas.

Creating a spreadsheet for your tags can be a great way to manage them (as long as you have a process to always keep it up to date). Since ActiveCampaign does allow you to search for tags by name, you can easily locate the right ones that you need to edit or merge.

activecampaign vs ontraport

If tag management isn't a priority here or you don't mind using a spreadsheet, ActiveCampaign is a good option. But if you are using a huge assortment of tags, Ontraport comes out ahead here.

Automated Sequences

Ontraport and ActiveCampaign both automate the email marketing process by allowing you to use a sequence builder.

Within ActiveCampaign, this is a very visual drag-and-drop process:

ontraport vs activecampaign

Ontraport also implemented a visual campaign builder this year that's definitely increased its user-friendliness.

E-Commerce & Sales Tracking

If you are planning to sell products on your website, the e-commerce side of the Ontraport vs ActiveCampaign debate is going to be big.

Ontraport offers a built-in e-commerce management area, which will allow you to create product listings and easily integrate them into your sequences.

Although Ontraport does use a payment gateway for the actual transfer of funds (they offer detailed information about that in their knowledge base here), the rest of the e-commerce happens inside of the Ontraport platform.

Not only can you set up your products, but Ontraport also includes a super handy one-click upsell form that you can use in your sales strategy.

When you add in the sweet selection of sales reports (kind of a “must” for your business, especially when it's time to call in your accountant or tax person!), the Ontraport e-commerce platform is really one of the best around.

Not only are you able to manage products from inside the CRM, but in the case of a monthly subscription site (like our Heartquarters), you can also do things like automate access (or revoking access) to any online materials based on whether or not a client has kept up on paying the monthly subscription fee.

And for your clients, it's a totally seamless process.

Note: the ecommerce feature is only available at certain subscription levels.

Within ActiveCampaign, the ecommerce side of things requires a little more work on your part, in addition to the basic setup.

To begin with, ActiveCampaign actually does not include any e-commerce within its platform. However, it does have the capability to integrate with any number of payment processing systems, such as PayPal, Stripe, WooCommerce, etc.

Ontraport vs ActiveCampaign ecommerce integrations

Before you get super excited that your favorite payment processor claims an ActiveCampaign integration, be aware that not all integrations work the same. (See the current list of integrations here.)

Example: The Shopify integration will actually auto-add a new customer to your ActiveCampaign email list only if that customer chooses to optin to your marketing updates during the checkout process.

If they don't, you'll have to manually add them yourself before you can apply any tags and add them to a follow-up sales sequence.

Whereas theBigcommerce integration does point out that it will automatically add any new clients to your ActiveCampaign CRM.

So, on the e-commerce side of things, Ontraport has a lot of strengths that ActiveCampaign currently falls short of. If you're big into product sales, upsells, and automated follow-ups, you're probably going to lean towards Ontraport.

But, if ActiveCampaign is a better fit overall for your online business, take the time to really look into which e-commerce integration will also be able to do what you want it to.

And if you're only working with a few products and don't mind using a couple different tools to create a solid sales sequence, ActiveCampaign will be perfectly fine.

Affiliate Tracking & Payments

Setting up an affiliate program can be a great way to boost your sales and business reach. Of course it also includes an entirely different set of responsibilities for you to manage, including unique affiliate links, sales, and refunds.

Not surprisingly (since it doesn't include e-commerce), ActiveCampaign does not offer its own affiliate tracking system. However, it definitely does integrate with various 3rd party platforms to make this feature a possibility.

Ontraport does include a Partner (Affiliate) program that will allow you to manage a unique set of permissions that can be applied to your affiliates.

Ease of Use

This is where ActiveCampaign really shines in the eyes of most users! It's so, so sleek and user-friendly, requiring minimal effort on the part of a dedicated user to become familiar with getting stuff done.

The drag-and-drop interface of the sequence builder is super nice (and kind of fun, if you like that stuff!), and the site is easy to navigate.

Ontraport, on the other hand, is a little different story. It does require you to take some time to learn how to navigate and take advantage of its functionality, whether you're going to do something basic or more complex.

Yes, it does have more options to offer in terms of customization and potential, which definitely adds to the steeper learning curve.

After you've become familiar with the interface, you'll probably find that the more complex things (think coupons, limited trials, and a couple hundred tags to manage) will probably perform better for you in Ontraport…Keeping in mind that these more complex functions might also require a bit of tech savviness on your part to make it happen.

Fortunately, if you're leaning towards Ontraport and can't (or don't have the time to) do all the setup yourself, there are actually quite a few Ontraport certified consultants (some of whom are also trained and approved AccessAlly Certified Partners) who are ready and willing to help make your Ontraport dreams a reality.

Overall, if you're not going to get down and dirty with the more intricate features of Ontraport, you'll probably enjoy using ActiveCampaign much more. But if you're maxing out on CRM capabilities and are longing for more advanced potential, Ontraport is the stronger contender.


If the whole ActiveCampaign vs Ontraport decision is still a toss-up for you, the pricing system should help you lean in one direction or another.

The ActiveCampaign pricing system (see it here) is separated into three tiers: Lite, Small Business, and Enterprise. Each of those tiers represents the functionality you'll get, rather than a set price range.

The price is actually largely dependent on the number of contacts you have within your CRM. So if you have under 5,000 contacts, pretty much any of the three tiers will cost less than Ontraport.

Ontraport's pricing (see it here) is also divided into three tiers.

However, the price point of each tier varies much less (if at all) on a per-user basis than ActiveCampaign…until you get into the realm of 100,000 + subscribers, at which point you'll have to start paying extra.

Definitely take time to look through each of their pricing pages to see which area you fall into.

Generally speaking, though, a business with a smaller email list is going to lean towards ActiveCampaign as the more affordable option. It seems like the price plateaus between the two at about 10K subscribers, after which Ontraport starts coming out ahead.

One more thing to think about when deciding based on price is whether you intend to expand your business significantly in the future.

If this is the case, you might find that you'll “outgrow” ActiveCampaign and should consider whether it will be worthwhile to start small now and port everything over to Ontraport later on, or whether you'd prefer to start with Ontraport in anticipation of a large email list of subscribers coming down the road.

General Pros/Cons

In general, the ActiveCampaign vs Ontraport debate runs pretty close in terms of overall pros vs cons.



  • Includes an affiliate tracking system so you can easily manage stats and payments
  • You can categorize tags for better organization and management
  • E-commerce (product sales and tracking) is integrated into the Ontraport tagging system
  • More affordable for a large volume of subscribers


  • A steep learning curve right off the bat that can require some techy-ness on your part
  • Starts at a higher price point



  • Super easy to use, offering a sleek interface
  • Starts at a much lower price point
  • Can integrate with other platforms if you need e-commerce or an affiliate program


  • E-commerce has varying degrees of integration and must be manually set up and managed
  • Tagging system can be overwhelming since it lacks categorized organization
  • A large volume of email contacts can significantly raise your subscription price

ActiveCampaign vs Ontraport: Which Is A Better Fit For Your Business?

When it comes right down to it, both ActiveCampaign and Ontraport are actually pretty competitive options for you to choose from when taking care of your online business needs.

If you are a newer business owner or have more confined email marketing needs, ActiveCampaign is probably your strongest option.

If you find yourself in the category of a more experienced entrepreneur – or have simply outgrown your current CRM – Ontraport is going to be a great option.

The best news of all? You can create membership sites using the AccessAlly plugin whether you decide to go with Ontraport or ActiveCampaign.

It's all up to you and your business…and if you currently use ActiveCampaign or Ontraport, we'd love to hear your side of this comparison. Please share your experiences and opinions in the comments section below!

Still trying to find a good fit?

Check out our other CRM comparison posts:

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