Ruler Analytics

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

Attribution & BI
★★★★☆ 4.2
2012 Founded
11-50 Employees
500+ Customers
Liverpool, England, United Kingdom Headquarters
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Quick Facts

Website
ruleranalytics.com →
Starting Price
179
Pricing Model
tiered
Company Type
private
Social
LinkedIn Twitter/X

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

Pros & Cons

👍 Pros

  • Excellent at linking online and offline touchpoints (forms, calls, live chat) into a single customer journey so marketers can see full-funnel behaviour. g2.com
  • Strong revenue attribution that connects CRM opportunities and closed-won deals back to specific channels, campaigns and keywords, enabling true ROI and ROAS analysis. ruleranalytics.com
  • Powerful call tracking features, including dynamic number insertion and visitor-level call data, which are highly valued by B2B teams relying on phone enquiries. ruleranalytics.com
  • Deep integrations with Google, Bing, HubSpot, Salesforce and other common tools, making it easier to fit into existing marketing and sales stacks. g2.com
  • Helpful, responsive support and account management that assist with setup, troubleshooting and ongoing optimisation. g2.com

👎 Cons

  • Initial setup and CRM/data mapping can be complex for some organisations, creating a steeper onboarding curve. g2.com
  • User interface and dashboards are sometimes described as dated or slower than newer analytics tools, with limited report customisation without exporting data. g2.com
  • Some users report frustration with 12-month contract terms and feel the value may not justify the commitment if they struggle to fully operationalise the tool. capterra.com

User Reviews

G2
4.6
★★★★★
Capterra
3.7
★★★★☆
TrustRadius
unknown
☆☆☆☆☆

Integrations

Salesforce HubSpot Pipedrive Microsoft Dynamics 365 CRM Google Analytics / GA4 Google Ads Bing Ads / Microsoft Advertising Facebook Ads LinkedIn Google Data Studio / Looker Studio Google BigQuery Microsoft Power BI Tableau Looker Whatagraph Google Sheets Zapier SQL Server PostgreSQL Wufoo Drift Intercom Zoho SalesIQ ChartMogul

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?

+

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

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