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Gravity Forms vs Growform

A Gravity Forms alternative built for leads, not for everything

Gravity Forms is a WordPress plugin for every kind of form. Growform is a hosted multi-step lead form with tracking built in and nothing to patch.

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Prices and limits checked on 6 October 2026

Rated 5.0 by marketers on Capterra, G2, Software Advice 5.0 5.0 5.0

What to know before you choose Gravity Forms

Gravity Forms has powered WordPress forms since 2008 and scores well in reviews, but it often isn't long before you need a premium license.

  1. 01 of 03

    The lead-gen add-ons sit on the $259 Elite license

    On Gravity Forms, Webhooks, Partial Entries, Conversational Forms and Google Analytics are Elite add-ons, and Elite is $259 a year. Zapier starts on Pro at $159. The Basic license at $59 covers one site with the email marketing add-ons. Growform puts webhooks, Zapier, UTM capture and ad network tracking in its $79 plan.

    Source: Gravity Forms pricing page, add-on list by license, saved 6 October 2026

    “I purchased the Elite license expecting it to cover all my needs. However, I quickly realized that many essential features require additional premium subscriptions.”

    Original poster on Reddit, "Is Gravity Forms Still a Good Choice?" Reddit, Aug 2024 Read the review

  2. 02 of 03

    There is no free version and no trial

    Gravity Forms sells a yearly license and its pricing page answers the trial question plainly. It offers documentation, an online demo and its support team instead, so the first form is built after the purchase. Growform gives you 14 days with no credit card, on the form you will actually run.

    Source: Gravity Forms pricing page, "Do you have a trial version?", saved 6 October 2026

  3. 03 of 03

    Every update is yours to install, on every site

    Gravity Forms runs on your server, so each release is applied by you, and its 3.0 post says the plugin does not auto-update for major releases. When a license lapses, its documentation says bug fixes and security updates stop. Growform is hosted and embedded with a snippet, so nothing on the site needs updating.

    Source: Gravity Forms 3.0 release post (28 July 2026) and the license expiry article, read 6 October 2026

Gravity Forms vs Growform at a glance

  • Multi-step forms built for lead generation, not general WordPress forms

    Gravity Forms

    No

    Growform

    Yes

  • Conditional logic and a progress bar

    Gravity Forms

    Yes

    Growform

    Yes

  • Forms on your WordPress pages

    Gravity Forms

    Yes

    Growform

    Yes

  • Email alerts for every new entry

    Gravity Forms

    Yes

    Growform

    Yes

  • Free trial

    Gravity Forms

    No, an online demo instead

    Growform

    14 days, no credit card

  • Zapier

    Gravity Forms

    Pro, $159 a year

    Growform

    Every plan

  • Webhooks

    Gravity Forms

    Elite, $259 a year

    Growform

    Every plan

  • One question per screen

    Gravity Forms

    Conversational Forms add-on, Elite, $259 a year

    Growform

    Every plan

  • Conversion events for GA4, Google Ads and Meta

    Gravity Forms

    Google Analytics add-on, Elite, $259 a year

    Growform

    Every plan

  • TrustedForm and Jornaya

    Gravity Forms

    No

    Growform

    Yes

  • Landing pages outside WordPress

    Gravity Forms

    WordPress sites only

    Growform

    Any page that takes a snippet

  • Updates and security patches

    Gravity Forms

    Installed by you, on each site

    Growform

    Hosted, nothing to install
  • Included
  • Higher plan or paid add-on
  • Not offered

Prices and limits as of 6 October 2026. Sources: Gravity Forms pricing page, Gravity Forms documentation on the Page Break field and conditional logic (read 6 October 2026), Gravity Forms 3.0 release post and license expiry article (read 6 October 2026).

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When Gravity Forms is the better choice

Choose Gravity Forms when the form has to do more than capture a lead. It takes payments through Stripe, PayPal, Square and Mollie on Pro, with coupons on Elite, it registers users and creates posts from a submission, and the Gravity Flow product turns a form into an approval workflow. Its entries stay in your own WordPress database with a REST API and export in core, which some compliance teams require, and its hooks and filters are the reason developers have built on it since 2008.

It is also the sensible answer for an agency that licenses many client sites, because one Elite key at $259 a year covers all of them, and for any site whose forms do not run under an ad budget. Among Gravity Forms alternatives, Growform earns its place when the form is the landing page's job and every lead is paid for.

How to switch from Gravity Forms to Growform

A lead form moves in an afternoon, and the WordPress site keeps running while it does. Nothing is installed on the site.

Pick a template and put your brand on it

Pick the lead capture or quote request template closest to your Gravity Forms form, or the one for your vertical, and paste your questions into the steps. Open the Theme panel, set your colors, width and fonts, and add custom CSS for anything the theme does not reach.

Reconnect your stack

Add a webhook or a Zap to the CRM your Gravity Forms add-on fed, point the instant email alerts at the same inbox, paste your Google Ads and Meta IDs under Tracking & tagging, and add your GTM container on Professional.

Swap the shortcode for the snippet

Paste the Growform embed into the block or page builder where the Gravity Forms shortcode sat and keep the page URL. Export the old entries to CSV from Gravity Forms, then deactivate the plugin once the last form has moved.

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Growform is built for the industries that live on leads

Pick your industry to see what the form asks, how the leads arrive qualified, and about the live template you can start from today.

Finance & insurance

Qualified applicants, with the consent certificate attached.

Lead buyers want proof of consent, and call centers want fewer people who were “just researching prices”. Our best-practice life insurance template first asks about coverage, health and stage before anything personal, can verify the phone number before it’s submitted, and can record a TrustedForm or Jornaya certificate with every submission.

See finance & insurance forms Try the live form
Live template · Life insurance
First step of the Life insurance template
  • TrustedForm and Jornaya consent certificates in one click
  • Asks about a second applicant only when there is one
  • Phone and email verified before the lead is submitted

Gravity Forms alternative FAQ

What is the best alternative to Gravity Forms for lead generation?

Growform is the best Gravity Forms alternative for lead generation. Gravity Forms keeps webhooks for its Elite license at $259 a year and runs only on WordPress, while Growform is hosted, works on any landing page and includes webhooks on every plan. Gravity Forms suits complex forms inside a WordPress site.

If the form has to stay a WordPress plugin, the usual Gravity Forms alternatives are Ninja Forms and WPForms, and the alternatives hub lists every other comparison.

Is Gravity Forms good for lead generation?

It collects leads well on a site that already runs it, and it is the stronger tool when the form must also take a payment or create a user. For a form under paid traffic, the pieces a lead buyer needs sit on its upper licenses. Webhooks and Partial Entries are Elite add-ons, Zapier is Pro and up, and one question per screen is the Conversational Forms add-on, also Elite. Growform is built around that job alone, with the tracking, the delivery and the consent record on the plan rather than in an add-on.

Can Growform forms be embedded on WordPress without a plugin?

Yes. A Growform form is a one-line snippet pasted into any block, widget or page builder, with a guide for WordPress and Elementor among others. The form sets its own height for each step, reads the UTMs and click IDs of the page around it, and is unaffected by a theme or core update. See form embed.

Does Growform have webhooks and Zapier on every plan?

Yes, from Basic. A webhook posts each completed lead to the endpoint you choose, with failed deliveries retried and logged, and the Zapier app triggers a Zap on every new submission. Instant email alerts reach the inbox you pick on every plan as well.

Can I move my Gravity Forms entries into Growform?

Export the entries to CSV from Gravity Forms and keep the file with your records, since export is a core feature there. New leads land in Growform's lead list and reach your CRM by webhook or Zapier from the first submission, so the history stays where it was and the pipeline carries on from the same inbox.

Does Growform have multi-step forms with conditional logic?

Yes, on every plan. A multi-step form asks one thing per step and moves on as soon as the question is answered, with a progress bar and the mobile keyboard matched to the field. Conditional logic shows or hides fields and whole steps from the answers already given.

What happens when I pass the lead limit of my Growform plan?

They keep arriving. The plan limits are soft, so you get an alert and plenty of notice to move up a plan, and every lead continues to reach your CRM and your inbox while you decide.

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