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Ruler Analytics

Data driven marketing attribution & marketing mix modelling software for data science and marketing teams. linkedin.com

Attribution & BI 4.2 (27 reviews)
2012 Founded
11-50 Employees
500+ Customers
Liverpool, England, United Kingdom Headquarters

Quick Facts

Pricing Model
tiered
Business Type
Software company, Internet marketing service
Verified on Google View →

About Ruler Analytics

Ruler Analytics is a marketing attribution and measurement platform that helps B2B marketers and agencies connect siloed web, marketing and sales data into a single view of the customer journey and its impact on revenue. It tracks website visitors using first-party data, captures form fills, phone calls and live chat interactions, and links those events to CRM opportunities and closed-won deals. linkedin.com

Founded in Liverpool by Daniel Reilly and Ian Leadbetter, Ruler was created to close the gap between marketing activity and offline sales, particularly for organisations with long, multi-touch buying cycles and phone-led or CRM-led sales processes. External profiles and press coverage indicate the business has been operating since around 2012, with 11–50 employees and a growing global client base across agencies, professional services, SaaS and other high-consideration industries. adtechdaily.com

The platform combines visitor-level multi-touch attribution with call tracking, form and live chat tracking, and closed-loop revenue reporting. Marketers can switch between attribution models (first click, last click, linear, time-decay, U-shaped, W-shaped and full-path), and Ruler also layers in marketing mix modelling to capture the contribution of impression-based and offline channels, identify diminishing returns and recommend budget reallocations. ruleranalytics.com

Ruler integrates with a wide ecosystem of CRM, analytics, ad and BI tools, including Salesforce, HubSpot, Pipedrive, Microsoft Dynamics 365, Google Analytics/GA4, Google Ads, Bing Ads, Facebook Ads, LinkedIn, Power BI, Tableau, Looker, BigQuery and more than 1,000 other apps via Zapier, SQL and webhooks. This makes it a strong fit for mid-market B2B organisations and agencies that need accurate, revenue-based attribution without adopting a full marketing automation suite. ruleranalytics.com

Key Features

Visitor-level, first-party tracking - tracks individual website visitors across sessions with 60+ marketing variables (source, channel, campaign, keyword, landing page and more). help.ruleranalytics.com

Multi-touch attribution models - supports first-click, last-click, linear, time-decay, U-shaped, W-shaped and full-path attribution, with side-by-side model comparison. ruleranalytics.com

Closed-loop revenue attribution - pulls revenue and opportunity data from your CRM and attributes it back to channels, campaigns, content and keywords. ruleranalytics.com

Call tracking - dynamic number insertion and static numbers to track inbound calls back to source, campaign and keyword, with call recording and missed-call alerts. ruleranalytics.com

Form tracking - captures all web form submissions without changing existing forms and links each lead to their full marketing journey. ruleranalytics.com

Live chat tracking - tracks live chat sessions and attributes them to prior digital touchpoints and eventual revenue. ruleranalytics.com

Offline and CRM-sourced conversion tracking - ingests offline leads, opportunities and revenues (e.g., uploaded or CRM-entered deals) and matches them to original marketing sources. help.ruleranalytics.com

Marketing mix modelling (MMM) - combines attribution with econometric modelling to measure impression-based and offline channels, diminishing returns and optimal budget allocation. ruleranalytics.com

Revenue and ROI dashboards - central dashboards showing visitors, leads, calls, opportunities, revenue, cost, CPA, CPS, ROI and ROAS by channel, campaign and source. g2.com

Opportunity pipeline reporting - reports opportunities by pipeline stage and marketing source so teams can see which channels generate qualified, sales-ready leads. help.ruleranalytics.com

Deep CRM integrations - bi-directional data sync with CRMs such as Salesforce, HubSpot, Pipedrive and Microsoft Dynamics 365 to enrich records with attribution data and pull back revenue. ruleranalytics.com

Analytics and ad platform integrations - sends revenue and conversion events to Google Analytics/GA4, Google Ads, Bing Ads, Facebook Ads and LinkedIn for optimisation against actual revenue. ruleranalytics.com

BI and data warehouse integrations - exports attributed data into Power BI, Tableau, Looker, Google BigQuery, SQL Server and PostgreSQL for advanced analysis. ruleranalytics.com

Webhooks and REST API - webhooks and API endpoints let teams push and pull conversions, opportunities, revenue and ad cost data programmatically. help.ruleranalytics.com

Extensive integrations via Zapier - connects to 1,000+ SaaS tools (e.g., Google Sheets, Gmail, Mailchimp, ActiveCampaign) to automate workflows around new leads, calls, opportunities and revenue. ruleranalytics.com

Best For

Company Size

smb mid-market enterprise

Industries

Marketing & Advertising Professional Services Financial Services Legal Services SaaS Technology

Use Cases

Multi-touch attribution across paid, organic, social and offline channels Call tracking and attribution for phone-led sales processes Closed-loop revenue reporting between website, CRM and analytics tools Marketing mix modelling and budget optimisation Attribution of offline and CRM-entered conversions to original marketing sources Customer journey analytics and pipeline stage reporting

FAQ

What is Ruler Analytics?

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Ruler Analytics is a marketing measurement and attribution platform that tracks visitor journeys across your website, forms, phone calls and live chat, links those touchpoints to CRM opportunities and revenue, and then attributes that revenue back to the channels, campaigns, content and keywords that drove it. It supports multiple multi-touch attribution models and marketing mix modelling so B2B marketers and agencies can prove and optimise ROI across online and offline channels. g2.com

How much does Ruler Analytics cost?

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Ruler Analytics pricing is tiered primarily by monthly website traffic. Indicative plans start from around u00a3199 per month for Small Business (about 5,000 monthly visits), u00a3649 per month for Medium Business (50,000 visits), and u00a31,149 per month for Large Business (100,000 visits), with custom POA pricing for higher volumes. Annual billing offers roughly a 10% discount, and standard terms are 12-month agreements with the option to pay monthly or annually. There is no standard setup fee, though call tracking numbers and minutes incur additional usage costs. ruleranalytics.com

What are the main features of Ruler Analytics?

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Key features of Ruler Analytics include visitor-level first-party tracking with 60+ marketing variables; form, call and live chat tracking; multi-touch attribution models (first, last, linear, time-decay, U- and W-shaped, full path); closed-loop revenue attribution via CRM integrations; offline conversion and revenue uploads; marketing mix modelling and impression attribution; dashboards for leads, opportunities, revenue and ROI; and broad integrations with CRMs, analytics, ad platforms and BI tools. ruleranalytics.com

Who are Ruler Analytics's main competitors?

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Ruler Analytics competes with call tracking and attribution tools like CallRail and WhatConverts, B2B attribution and revenue platforms such as Dreamdata, and attribution capabilities built into broader marketing suites like HubSpot Marketing Hub or Marketo Measure. Some organisations also compare it with analytics and attribution alternatives such as Matomo or Able CDP, depending on their data stack and privacy requirements. g2.com

Is Ruler Analytics good for small businesses?

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Ruler Analytics can work well for small and mid-sized businesses that generate a meaningful volume of leads, rely on phone or offline sales, and need to justify marketing spend with revenue-based reporting. Its Small Business plan is designed for sites with roughly 5,000 monthly visits. However, very small sites with low lead volumes or simple e-commerce journeys may find free tools like Google Analytics sufficient and may not fully realise the value of a dedicated attribution platform. ruleranalytics.com

Customer Reviews

4.2 out of 5
Based on 27 Google reviews
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Gavin Chan

Gavin Chan 🏅

2 months ago

Have dealt with Ruler Analytics for years now and especially Alex - always been pleased with the responsiveness and helpfulness. Happy to recommend to others!

Jonathan Warner

Jonathan Warner 🏅

2 months ago

I have used Ruler on several clients and the tool and support have been top notch. They make sure all data is correct and matches backend numbers via a thorough and hand held on boarding process with is a dying trend, but something I value a ton. I have used Ruler to understand much more about customer's actions, paths, a much clearer understanding over overall path actions, and much more. Ive been able to pivot strategy more effectively with Ruler as well as save money while getting more conversions. It's been a great tool to work with!

Jack Fisher

Jack Fisher 🏅

3 months ago

All I can say is Brilliant! Our account manager is always on hand and goes out of their way to get a resolution.. I'm really happy to say that we have been with Ruler for a number of years and I can count on one hand how many times we've had an "issue".. Thank you Alex and everyone else at Ruler!

Andrii Demko

Andrii Demko 🏅

8 months ago

Verified customer: Customer support is good but terms when you are locked in a 12 month contract is insane and the tech is hard to set up (tool almost 3 weeks). Everytime you change something in your CRM, Ruler will not work and you have to double check the data Value is not there. Super frustrated. Wasted money

Keith Sood

Keith Sood 🏅

a year ago

GUYS!!!! Can someone there call me asap please, we are having problems with call routing

Adam Whitaker

Adam Whitaker 🏅

3 years ago

Used this for a while. Canceled it. They confirmed cancelation. Then they charged me again anyway. After that, they confirmed cancelation again and said I would get a refund in 3-5 days. Here we are a month later with no refund - a refund on an unauthorized charge by the way. Don't give these people your banking information. Run quickly the other way.

Jaymie Smith

Jaymie Smith 🏅

3 years ago
Tom Wainwright

Tom Wainwright 🏅

5 years ago

I have consistently received cold calls from Ruler Analytics, along with the same story that they're following up on a call that one of their colleagues had made who has now left the company. I have never spoken to Ruler and have asked to be removed from their database only to receive more calls. Terrible sales strategy.

Daniel Milner

Daniel Milner 🏅

5 years ago
Carolina Vega

Carolina Vega 🏅

6 years ago
Trook Khamis

Trook Khamis 🏅

6 years ago
Mark L

Mark L 🏅

6 years ago

The closed-loop framework has enabled me to allocate my advertising spend with more confidence and accuracy than using just Google Analytics alone. Integrations into GA and CRM really simple too.

Peter Allcock

Peter Allcock 🏅

7 years ago
Ann Forde-Johnston (success)

Ann Forde-Johnston (success) 🏅

7 years ago

Our Experience as an Agency Reseller. What we liked most about this software: Its potential, on paper, this looked like a great, valuable tool but in reality, it was such a disappointment. What we liked least about this software: its reliability, speed, accuracy, the value of the data that it eventually provided (if you could wait for the timer to stop spinning) was poor and of low value, sometimes just showing user locations, this could be obtained easily from Google Analytics. The overall experience with Ruler Analytics: We had high hopes for this tool and believed the hype, but in reality, it turned out to be an unwieldy, slow, unreliable product that caused us embarrassment with the clients we recommended it to.

James Crawford

James Crawford 🏅

7 years ago

So many features that it is difficult to know where to start. Marketing attribution, call tracking... Ruler is the 'go to' tool.

PR Agency One

PR Agency One 🏅

7 years ago

Simply the best tool on the market to help measure your PR campaigns

Camilla Todd

Camilla Todd 🏅

7 years ago

I work for WNW Digital - a digital agency - and we've moved to Ruler Analytics a few months ago from another call tracking provider that raised their prices above what we can manage for our clients. Ruler has proven more cost effective, and incredibly responsive in terms of customer support. They've just implemented a change to the admin area after I requested a feature, they carried it out very quickly and it's sped up our time processing calls. We've also found that their own tracking code installed on websites has brought to our attention an issue we didn't yet know about on one site, so they've saved us some missed data too! Very pleased with this service, and I'd highly recommend them.

John Darcy

John Darcy 🏅

7 years ago

Brilliant to work with. We use them for multiple services and they are always quick and helpful with any queries aswell. Would definitely recommend.

Chris Stott

Chris Stott 🏅

7 years ago

I've used Ruler with numerous clients for a while now and I swear by it. Excellent tool supplied with great service. I''ve got clients now that see greater value in our service and have even starting delivering training to their own staff based on recorded phone calls. I look forward to working with Ruler and specifically Alex for a long time.

Matthew Garrity

Matthew Garrity 🏅

7 years ago

Excellent Professional team to work and deal with. Peter Allcock & Alex Duffy are very professional and proactive.

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