What is Ruler Analytics?
Ruler Analytics is a marketing attribution platform that tracks leads from calls, forms and live chats and connects them to the revenue they eventually generate. It records which marketing channels and campaigns each visitor came through, passes that data to your CRM with the lead, then pulls closed revenue back and credits the touchpoints that influenced the sale. This closes the gap between marketing reports and sales results.
Ruler combines multi-touch and data-driven attribution, impression attribution for channels without clicks, and marketing mix modeling on its higher tier. It is built for lead generation businesses, agencies and service companies where many sales start with a phone call or form rather than an online checkout. The company lists its address in Liverpool, UK, and prices in pounds, euros and dollars.
Ruler Analytics at a glance
How does Ruler Analytics work?
- Add the tracking code
You install Ruler's script on your website so it can record each visitor's source, campaign and pages across sessions.
- Capture leads from every channel
Ruler tracks form fills, inbound calls and live chats and ties each lead to the visitor's earlier marketing touchpoints.
- Pass data to your CRM
Lead and attribution data flows into your CRM so sales can see where each lead came from.
- Send revenue back
When deals close, Ruler pulls revenue from the CRM and credits it to the channels and campaigns that influenced the sale, including in ad platforms.
- Plan budgets
On the Advanced plan, marketing mix modeling and a budget scenario planner forecast diminishing returns so you can decide where extra spend will pay off.
Ruler Analytics key features
Call tracking
Tracks inbound calls, lets you listen back to recordings and shows which channels drive phone leads and sales.
Form and live chat tracking
Attributes form submissions and chat conversations to the marketing touchpoints that came before them.
Multi-touch and data-driven attribution
Switch between attribution models to see how credit changes across channels.
Impression attribution
Gives credit to channels that build awareness without generating clicks.
Offline conversion tracking
Sends offline revenue back to ad platforms so campaigns can optimize for closed deals.
Marketing mix modeling
Modeled ROI reporting and a budget scenario planner, available on the Advanced plan.
CRM integration and BI reporting
Connects to CRMs and external BI platforms for revenue reporting.
Why use Ruler Analytics?
- It links phone calls and forms to revenue, which standard web analytics cannot do.
- Marketing can prove return on spend with closed deals rather than lead counts.
- Offline revenue sent back to ad platforms can improve campaign bidding.
- Every plan includes phone, email and chat support plus a dedicated CS manager.
- Prices are published in three currencies and scale with traffic, and impression attribution gives awareness channels credit even when they do not drive clicks.
Who is Ruler Analytics best for?
A good fit for
- Lead generation businesses where sales start with calls or forms
- Marketing agencies proving ROI to clients
- Professional services, automotive and financial services firms
- B2B companies with CRM-based sales pipelines
Less suited to
- Small sites wanting a free or very cheap call tracking tool
- Pure ecommerce stores where all sales happen at online checkout
- Teams that need marketing mix modeling on a smaller budget
Ruler Analytics pricing
| Pricing model | Subscription |
|---|---|
| Free plan | No |
| Free trial | Not confirmed |
| Starting price | £299/month (about $400/month) for up to 10k monthly visits |
Prices are indicative and scale with traffic: Medium covers up to 50k visits, Large up to 100k and Advanced adds marketing mix modeling and an AI agent. Annual deals save 10%.
Prices checked October 2026. Vendors change plans often, so confirm on the official Ruler Analytics pricing page before you buy.
Ruler Analytics pros and cons
Pros
- Strong call, form and chat lead tracking
- Closed-loop revenue reporting through CRM
- Dedicated customer success and onboarding on all plans
- Published, traffic-based pricing
Cons
- Higher entry price than standalone call tracking tools
- Marketing mix modeling is only on the top tier
- Prices are indicative and can rise with integration needs
Ruler Analytics integrations and platforms
Available on
Ruler Analytics alternatives
See the full shortlist in Best Marketing Attribution Tools.
Ruler Analytics FAQ
Is Ruler Analytics free?
No. Ruler Analytics does not list a free plan or free trial on its pricing page. Plans start at £299 per month, about $400, for sites with up to 10,000 monthly visits, and rise with traffic. Annual deals save 10%, and the listed prices are indicative because integrations and data needs can change the quote.
What is Ruler Analytics used for?
Ruler Analytics is used to connect marketing activity to revenue. It tracks leads from calls, forms and live chat, attributes them to the channels and campaigns that drove them, passes that data to your CRM and then credits closed revenue back to marketing. Teams use it to prove ROI and adjust budgets. It suits businesses where leads close offline through a sales team.
Does Ruler Analytics do call tracking?
Yes. Call tracking is a core part of Ruler Analytics. It tracks inbound calls, lets you listen to recordings and links each call to the visitor's earlier marketing touchpoints. Phone leads then flow to your CRM, and revenue from those calls is credited back to the right channels. This makes it useful for businesses where many valuable sales start on the phone.
Ruler Analytics vs CallRail: what's the difference?
CallRail is mainly a call tracking and conversation analytics tool often used by local businesses and agencies. Ruler Analytics tracks calls too, but its focus is full revenue attribution across calls, forms and chat, with CRM revenue sync, multi-touch models and marketing mix modeling on higher plans.
How much does Ruler Analytics cost?
Ruler Analytics starts at £299 per month for up to 10,000 visits, then £499 for up to 50,000 visits, £999 for up to 100,000 and £1,499 for Advanced. Dollar prices run from $400 to $2,000 per month. Annual contracts reduce these rates by about 10%.
Sources
This overview is based on Ruler Analytics's official website and documentation, checked October 2026.