G2 vs Capterra (2026) Compared
Both platforms host reviews. Their business models, buyer audiences, and vendor ROI couldn't be more different.
The Short Version
G2 is the stronger platform for mainstream B2B software categories. It has more reviews, higher buyer traffic, and offers buyer intent data that Capterra doesn't match. Capterra wins on accessibility (PPC model vs. annual contracts), niche category coverage, and lower barrier to entry. Most B2B software companies should maintain a presence on both, but if you're choosing where to invest heavily, G2 delivers more impact in competitive categories.
Quick Comparison
| Feature | G2 | Capterra |
|---|---|---|
| Owner | Independent (IPO 2021) | Gartner Digital Markets |
| Revenue Model | Annual contracts + intent data | Pay-per-click + premium listings |
| Review Volume | 2M+ reviews | 1.5M+ reviews |
| Category Breadth | Strong in mainstream B2B SaaS | Broader, includes niche verticals |
| Buyer Intent Data | Yes (G2 Buyer Intent product) | No (lead forms only) |
| Vendor Entry Cost | Free profile, $15K+/yr for intent | Free listing, $2/click PPC |
| SEO Authority | Domain Rating ~92 | Domain Rating ~91 |
| Ranking Transparency | Grid methodology published | PPC influences placement |
| Sister Platforms | None | GetApp, Software Advice |
| Best For | Intent data + competitive categories | PPC lead gen + niche categories |
Deep Dive: G2
What They're Selling
G2 positions itself as the largest and most trusted B2B software review marketplace. For vendors, the main sell is buyer intent data. G2 tracks which companies visit your profile, read reviews, and compare you to competitors, then pushes those signals to your CRM or ABM platform.
What It Actually Costs
Free profiles are genuinely useful for collecting reviews and displaying badges. Paid plans for intent data and enhanced features start around $15K/year and scale to $50K+ for larger companies. The ROI case hinges on whether you can action the intent data through your sales team.
What Users Say
Vendors generally agree that G2 reviews carry weight with buyers. The intent data is valued by ABM teams, though some report the signal-to-noise ratio isn't always high enough to justify the cost. Review solicitation takes ongoing effort to maintain competitive positioning.
Pros
- Largest B2B review platform with strong buyer trust
- Buyer intent data integrates with major CRM and ABM tools
- G2 badges and review content influence purchasing decisions
- Higher buyer traffic in mainstream SaaS categories
Cons
- Annual contracts make it expensive, especially for intent data
- Intent data only covers G2 activity, not broader web research
- Requires consistent review solicitation effort
- ROI attribution can be difficult to prove
Deep Dive: Capterra
What They're Selling
Capterra, backed by Gartner, offers a PPC-based marketplace where software vendors bid on category page placements. The pitch is lead generation: buyers click through to your profile or request a demo, and you pay per click rather than committing to annual contracts.
What It Actually Costs
Free listings cost nothing. PPC starts at ~$2/click but can reach $5-$15/click in competitive categories (CRM, project management, marketing automation). A typical mid-market vendor spends $2,000-$10,000/month. You also get distribution across GetApp and Software Advice through Gartner Digital Markets packages.
What Users Say
Vendors appreciate the pay-as-you-go model and the ability to control spend. Lead quality varies by category, and some vendors report that Capterra leads are earlier in the buying cycle and require more nurturing. The PPC model means you can start and stop spending without annual commitments.
Pros
- Pay-per-click model is accessible with no annual commitment
- Broader category coverage including niche verticals
- Cross-platform distribution via Gartner Digital Markets
- Lower barrier to entry for smaller vendors
Cons
- Rankings influenced by PPC spend, not just quality
- No buyer intent data product
- Lower traffic than G2 in mainstream B2B categories
- Lead quality can be inconsistent in competitive categories
Which Should You Pick?
The Honest Take
G2 and Capterra are solving different problems for vendors, even though they look similar from the buyer side. G2 is a trust and intent data play. If you're running account-based programs and need to know who's researching your category, G2's intent data is a competitive edge. Capterra is a lead gen channel. It's closer to paid search than a review platform in how vendors use it. The job posting gap (42 for G2 vs. 1 for Capterra) tells you which platform companies are building teams around. G2 has become enough of a growth lever that companies hire dedicated G2 managers. Capterra is typically managed as one channel inside a broader demand gen mix, not something that warrants a dedicated hire. For most B2B software companies: maintain a free presence on both, actively solicit reviews on both, and invest your paid budget on whichever delivers better ROI in your specific category. Don't neglect either, but G2 is where the momentum is in 2026.
Questions to Ask Before Buying
- Which platform has more reviews in your specific software category? Check both before assuming G2 is automatically better.
- What's your average deal size? For smaller deals, Capterra PPC lead gen may deliver faster ROI. For enterprise deals, G2 intent data is more valuable.
- Do you have an ABM program that can action intent signals? If not, G2's intent data is paying for data you won't use.
- How competitive is your category on Capterra PPC? Run a small test campaign before committing significant budget.
- Are you willing to invest ongoing effort in review solicitation? Both platforms require fresh reviews to maintain competitive positioning.
Frequently Asked Questions
Should I be on both G2 and Capterra?
Yes. Both platforms have significant buyer traffic, and free listings cost nothing. Maintain active profiles on both, collect reviews on both, and invest paid budget based on which delivers better ROI in your category. There's no reason to choose one exclusively.
Which platform has better buyer intent data?
G2, by a wide margin. G2 Buyer Intent tracks which companies visit your profile, compare you to competitors, and research your category. Capterra doesn't offer a comparable intent data product. If intent data is important to your go-to-market strategy, G2 is the only serious option among review platforms.
Is Capterra pay-per-click worth it?
It depends on your category and sales cycle. In less competitive categories, Capterra PPC can deliver cost-per-leads under $50 that convert well. In crowded categories, costs climb and lead quality drops. The advantage over G2 is flexibility: you can start small, test quickly, and scale based on results without annual commitments.