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Attribution & BI
Ruler Analytics
Data driven marketing attribution & marketing mix modelling software for data science and marketing teams.
Ruler Analytics is a UK-based marketing measurement and attribution platform that tracks full customer journeys and ties CRM revenue back to marketing channels, campaigns and keywords.
Pricing
$101 to $200 / mo
Best for
Ruler Analytics is best for B2B marketers and agencies that need to connect multi-touch, often offline-heavy customer journeys to CRM revenue and optimise spend using both attribution and marketing mix modelling.
Platforms
Web
Free trial
No
Free plan
No
Headquarters
Liverpool, England, United Kingdom
Company type
Private
The honest take
What reviewers love, and what to watch
A balanced view of Ruler Analytics, drawn from public reviews and product research.
Pros
- Excellent at linking online and offline touchpoints (forms, calls, live chat) into a single customer journey so marketers can see full-funnel behaviour.
- Strong revenue attribution that connects CRM opportunities and closed-won deals back to specific channels, campaigns and keywords, enabling true ROI and ROAS analysis.
- Powerful call tracking features, including dynamic number insertion and visitor-level call data, which are highly valued by B2B teams relying on phone enquiries.
- Deep integrations with Google, Bing, HubSpot, Salesforce and other common tools, making it easier to fit into existing marketing and sales stacks.
- Helpful, responsive support and account management that assist with setup, troubleshooting and ongoing optimisation.
Cons
- Initial setup and CRM/data mapping can be complex for some organisations, creating a steeper onboarding curve.
- User interface and dashboards are sometimes described as dated or slower than newer analytics tools, with limited report customisation without exporting data.
- Some users report frustration with 12u2011month contract terms and feel the value may not justify the commitment if they struggle to fully operationalise the tool.
Where it fits
What teams use Ruler Analytics for
- 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
- Revenue-based optimisation of Google, Meta, LinkedIn and other ad platforms
Key strengths
- End-to-end visibility from anonymous visit through lead, opportunity and closed revenue, including phone and live chat interactions.
- Flexible attribution modelling (multiple multi-touch models plus MMM) that helps teams understand both click-based and impression/offline impact.
- Robust integrations with major CRMs, analytics, ad platforms and BI tools, plus APIs, SQL and webhooks for custom data pipelines.
- Strong fit for call-heavy B2B and professional services businesses where traditional web analytics under-report phone and offline conversions.
Compare your options
Ruler Analytics alternatives
Other tools teams weigh against this one. Tap any we have reviewed to read more.
Questions, answered
Frequently asked about Ruler Analytics
The short version is on the surface. Open any question to go deeper.
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.
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.
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.
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.
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.
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