Marketing attribution with a call tracking core, matching phone calls, forms and live chats back to the campaign that created them and the revenue your CRM records against the deal.
What is
Ruler Analytics
The phone rings, the lead sounds good, and nobody in the room can say which ad paid for it. Ruler Analytics was built for that gap. It tracks a visitor across sessions, then ties the call or form that follows back to the source that brought them and the revenue your CRM records. Call tracking is the oldest part of the product and where Ruler is strongest. It swaps the number on your site for a unique one per visitor through a rulertel class in your markup, so an inbound call arrives attached to a real session with its source, keyword and page history, plus the recording. Around it sit form and live chat capture, attribution models from first click to data driven, and a CRM sync that reads deal value out of Salesforce, HubSpot or Pipedrive and pushes it back into Google Ads, Meta and GA4 as an offline conversion. Marketing mix modelling and an AI media planner sit on the top tier. Ruler earns its money where the phone still closes the deal, and its case studies read that way, with law firms, home care providers, finance brands and the UK agencies serving them. Nebor does not run it, and a B2B team measuring a six person buying group will find Dreamdata's account level model a closer fit.
Integrations and the modern GTM stack
Ruler sits in the middle of a loop rather than at one end of it, so the integrations do three jobs. They pull cost and click data out of the ad platforms, write matched leads into the CRM, and read revenue back out of the CRM to push into the places you spend money. Nothing works until the footer script is live on every page.
Salesforce, HubSpot, Dynamics 365 and Pipedrive | The close of the loop. Ruler fires a matched lead into the CRM with its source, channel, campaign and keyword attached, then reads opportunity stages and revenue back out so a closed deal can be credited to the touchpoints that produced it. Zoho, Monday, Sugar, Capsule, internal platforms and sector systems such as Proclaim are listed alongside them. |
Google Ads, Microsoft Ads and GA4 | Revenue from the CRM goes back in as an offline conversion, so smart bidding optimises on closed money rather than form fills. This is the route most of Ruler's own case studies run through, including Moneypenny finding 20% more leads out of Google Ads and Hitsearch attributing 91% of offline leads to paid media. |
Meta, LinkedIn, TikTok, Pinterest, X and the display buys | Spend and click data pulls in from the paid social platforms plus Display and Video 360, The Trade Desk, StackAdapt, Taboola, Outbrain and Awin. Impression attribution, which covers the channels nobody clicks, is gated to the Medium tier and above. |
CallRail, CallTrackingMetrics and Invoca | Ruler runs its own dynamic number insertion, and it also ingests calls from the three big third party call platforms. If you already pay CallRail for numbers and recordings, you keep that and use Ruler for the revenue layer instead of replacing a working phone setup. |
Forms, live chat and ecommerce | Standard forms plus Calendly, Typeform and Gravity are tracked by scraping or by a manual implementation, live chat covers Drift, Intercom, LiveChat, Olark, PureChat and Zoho SalesIQ, and the ecommerce side reaches Shopify, WooCommerce, BigCommerce and Demandware with Stripe, Recurly, Chargebee and Xero for payments. |
Warehouses and BI | Data can be delivered into BigQuery, Snowflake, Redshift, PostgreSQL, SQL Server or AWS through S3, SQS and SNS, with dashboards in Power BI, Looker Studio, Tableau, Domo and Whatagraph. That matters if you want to audit an attribution number rather than accept the chart. |
Zapier, webhooks, CSV and FTP | The general purpose escape hatch, and the route Ruler cites for the 1,000 plus apps it does not connect to natively. Offsite conversions such as sales calls, trade shows, webinars and lead forms can be posted in the same way, which is how offline sources join the journey. |
What is missing | There is no native connection to Clay, n8n, Instantly, Smartlead or any cold email platform, so outbound activity only reaches the model through Zapier, a webhook or the CRM record it eventually creates. There is also no company identification vendor in the list, so anonymous B2B traffic stays unnamed until a person converts on a call, a form or a chat. |
Pro’s
Calls, forms and live chats land in the same journey, so a business taking half its leads by phone stops measuring only the half that fills in a form.
Four published tiers running from GBP 299 to GBP 1,499 a month give you a number before any sales call, and most attribution vendors at this level still hide behind a quote.
Deal value from the CRM goes back into Google Ads, Meta and GA4 as an offline conversion, so the bidding optimises toward closed revenue instead of raw form fills.
Data lands in BigQuery, Snowflake, Redshift or your own SQL Server, and the BI list covers Power BI, Looker Studio, Tableau and Domo, so the numbers can leave the dashboard.
Ruler reads from CallRail, CallTrackingMetrics and Invoca as well as its own numbers, so a business already paying for a call platform keeps it and adds the revenue layer on top.
Every tier includes white glove onboarding and a named CS manager on phone support, and that matters when setup means a footer script, form classes and a CRM stage mapping.
Cons
The model works at person and lead level, so a B2B account with six people in the buying group reads as six separate journeys, and the product carries no reverse IP company identification, leaving anonymous traffic anonymous until someone converts.
Call minutes are billed on top of the subscription at a rate Ruler does not publish, reported by resellers at around 2p a minute with an optional minute block, so a phone heavy business signs up for a usage bill it cannot size in advance.
There is no free plan and no self serve trial, every route in goes through a demo, and the pricing page calls its own figures indicative and scaled on traffic, product and integration requirements.
Data driven and impression attribution start at the Medium tier, and marketing mix modelling with the AI media planner only appears on Advanced at GBP 1,349 a month annually, so the modelling that justifies the platform sits at the top of the price list.
The company is about 14 people on seed capital eleven years after incorporation, and the public review base is thin at roughly 30 G2 reviews and 3 on Capterra, so you are buying on your own pilot rather than on the crowd.
Pricing
Small
GBP 299/month Up to 10k monthly visits, GBP 269 a month on annual billing, listed at EUR 344 and $400 monthly
First party data platform with form, call, live chat and ecommerce tracking
Integration and activation across ad platforms, CRM and martech
Multi-touch attribution with first click, last click, linear, time decay and position based
Phone, email and live chat support with a dedicated CS manager
White glove onboarding
Medium
GBP 499/month Up to 50k monthly visits, GBP 449 a month on annual billing, listed at EUR 575 and $668 monthly
Everything in Small
Advanced segmentation by vertical, country and custom grouping
Data driven attribution
Impression attribution for paid social and display
Same support and onboarding as Small
Large
GBP 999/month Up to 100k monthly visits, GBP 899 a month on annual billing, listed at EUR 1,156 and $1,326 monthly
Everything in Medium at higher traffic volume
Cross domain, multi device and multi currency journey tracking
Conversion path, keyword, click ID and cookie ID reporting
CRM opportunity and revenue stage reporting
Warehouse and BI delivery
Advanced
GBP 1,499/month From 100k monthly visits, GBP 1,349 a month on annual billing, listed at EUR 1,739 and $2,000 monthly
Everything in Large
Marketing mix modelling with modelled ROAS across online and offline channels
Diminishing returns curves and predictive headroom
Budget scenario planner with initial, optimised and efficiency forecasts
AI agent for analysis and media planning
How it fits your stack
Alternatives
At a glance
Dynamic number insertion per visitor
Call recordings and call duration data
Form, live chat and ecommerce tracking
Offline conversion sync to Google and Meta
Six attribution models plus impression
Marketing mix modelling and budget planner
Export to BigQuery, Snowflake and Redshift
Published prices from GBP 299 a month
Read some of our client stories
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