Brandwave

ActiveCampaign vs HubSpot:Which is more popular?

In September 2026, HubSpot had more branded searches than ActiveCampaign among marketing automation platforms worldwide. HubSpot had about 1.5 million branded searches, while ActiveCampaign had 60,700. HubSpot made up 55.9% of all marketing automation platform searches we track, and ActiveCampaign accounted for 2.2%. When we asked ChatGPT and Google AI Overviews about marketing automation platforms, both ActiveCampaign and HubSpot appeared in all four answers. HubSpot was mentioned before ActiveCampaign in three out of four answers.

Among marketing automation platforms worldwide in September 2026

Who do people search for more?

HubSpot, about 25 searches for every 1 for ActiveCampaign

HubSpot 1.5M searchesActiveCampaign 60.7K searches

Who does AI mention more?

Both are mentioned in every answer we collected.

ActiveCampaign in 4 of 4HubSpot in 4 of 4

Who does AI recommend more?

HubSpot, named ahead of ActiveCampaign in 3 of 4 answers

HubSpot first in 3ActiveCampaign first in 1

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Top marketing automation platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, both ActiveCampaign and HubSpot showed up in all four answers. HubSpot was listed before ActiveCampaign in three of them.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. HubSpot1st
  2. ActiveCampaign2nd
  3. Brevo3rd
  4. Klaviyo4th
  5. Adobe Marketo Engage5th
  6. Ortto–
  7. Keap–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • HubSpot4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • ActiveCampaign4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Brevo3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Klaviyo3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Adobe Marketo Engage3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Ortto0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Keap0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about marketing automation platforms

4 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Is ActiveCampaign or HubSpot more popular in search?

This chart shows how often people search Google for ActiveCampaign and HubSpot by name. Each line represents a brand's share of searches for all seven marketing automation platforms we track, month by month, from English-language searches worldwide.

ActiveCampaign and HubSpot among marketing automation platforms worldwide, by month

Share of searches by month for HubSpot, ActiveCampaign. The figures are in the table below the chart.

View monthly share of searches table
MonthHubSpotBrevoKlaviyoActiveCampaignOrttoAdobe Marketo EngageKeap
Oct 202561.1%22.1%12.2%4.4%0.1%0.05%<0.01%
Nov 202556.6%25.2%13.9%4.1%0.09%0.05%<0.01%
Dec 202553.7%29.1%13.1%3.9%0.1%0.05%<0.01%
Jan 202661.6%22.4%12.3%3.7%0.08%0.04%<0.01%
Feb 202656.6%25.3%13.8%4.1%0.09%0.06%<0.01%
Mar 202658.7%26%11.7%3.5%0.09%0.06%<0.01%
Apr 202658.9%26.2%11.8%2.9%0.17%0.04%<0.01%
May 202654%29.4%13.2%3.2%0.11%0.04%<0.01%
Jun 202659%26.2%11.8%2.9%0.07%0.05%<0.01%
Jul 202654.2%29.7%13.3%2.7%0.08%0.04%<0.01%
Aug 202657.3%25.7%14.1%2.8%0.09%0.05%<0.01%
Sep 202655.9%30.5%11.2%2.2%0.07%0.05%<0.01%

How has the ActiveCampaign and HubSpot comparison changed over the last 12 months?

3 findings

How did search popularity change for marketing automation platforms worldwide in September 2026?

2 changes

  1. In September 2026, HubSpot lost share of searches among marketing automation platforms worldwide, from 57.3% to 55.9%.

  2. In September 2026, ActiveCampaign lost share of searches among marketing automation platforms worldwide, from 2.8% to 2.2%.

How are branded searches counted?

24 search terms

Brandwave collects information about searches that people make online using ActiveCampaign’s and HubSpot’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

ActiveCampaign

3 branded search terms

  • activecampaign
  • activecampaign email automation
  • activecampaign marketing automation

HubSpot

21 branded search terms

  • crm hub spot
  • crm software hubspot
  • crm system hubspot
  • crm systems hubspot
  • hubspot
  • hubspot app
  • hubspot breeze
  • hubspot cms
  • hubspot commerce hub
  • hubspot content hub
  • hubspot crm system
  • hubspot customer relationship management
  • hubspot forms
  • hubspot landing pages
  • hubspot marketing crm
  • hubspot operations hub
  • hubspot sales
  • hubspot sales hub
  • hubspot sales software
  • hubspot service hub
  • sales crm hubspot

How the Brand Demand Index is measured

Other head-to-heads among marketing automation platforms

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