Ruler Analytics vs Supermetrics
Ruler Analytics and Supermetrics are both ad management & attribution tools. Ruler Analytics is aimed at small businesses and agencies, while Supermetrics is aimed at agencies and small businesses.
Closed-loop attribution and call tracking for lead-gen marketers
Marketing data connector for Sheets, Looker Studio and warehouses
| Pricing | Paid · $400 | Paid |
| Starting price | $400/mo | Not published |
| Free plan | No | No |
| Free trial | — | 14 days |
| Built for | Small businesses, Agencies, Enterprise | Agencies, Small businesses, Enterprise |
| Platforms | web | web |
| Country | GB | FI · 2013 |
| Rating | — | — |
Choose Ruler Analytics if
Lead-generation businesses and agencies whose sales close on the phone or in a CRM and who need revenue-level attribution per channel.
- Combines call tracking and attribution, so no separate CallRail-style tool
- Closed-loop view shows revenue per channel, not just lead counts
- Feeds real revenue back to Google and Meta bidding
Look elsewhere if: Shopify DTC brands and very small sites that need cheaper, ecommerce-native attribution (Triple Whale, Northbeam).
Choose Supermetrics if
Agencies and marketing teams that build recurring reports in Sheets, Looker Studio or Power BI from many ad platforms.
- Very broad catalog of marketing connectors
- Works inside tools marketers already know, like Sheets and Looker Studio
- Reliable scheduled refreshes for client reporting
Look elsewhere if: Data teams needing a general ELT pipeline for every business system, or very small budgets (Fivetran, Airbyte, Coupler.io).
Ruler Analytics vs Supermetrics pricing
Ruler Analytics
- Small$400/mo$360/mo billed annually; up to 10k monthly visits
- Medium$668/mo$601/mo annually; 50k visits, data-driven attribution
- Large$1,326/mo$1,193/mo annually; up to 100k monthly visits
- Advanced$2,000/moFrom; 100k+ visits, marketing mix modelling, AI agent
Supermetrics
- Starter€49/mo€39/mo billed annually; 2 sources, 1 user, 1 destination
- Growth€199/mo€159/mo billed annually; 7 sources, 2 users
- EnterpriseCustomCustom sources and users; warehouses like BigQuery, Snowflake
Ruler Analytics · Key features
- Call tracking with dynamic number insertion per visitor and campaign
- Form and live chat tracking tied to the original traffic source
- CRM sync that attributes closed revenue back to keywords and ads
- Offline conversion and revenue upload to ad platforms for smart bidding
- Multi-touch, data-driven and impression attribution models
- Marketing mix modelling with budget scenario planner on Advanced
Cons
- Starts at $400 a month, high for small businesses
- Priced on site visits, so traffic-heavy sites pay more
- No free plan or self-serve trial; demo required
Supermetrics · Key features
- Connectors for Google Ads, Meta, LinkedIn, TikTok, GA4 and Search Console
- Destinations in Google Sheets, Excel, Looker Studio and Power BI
- Marketing data available in Claude, ChatGPT and Microsoft Copilot
- Scheduled refreshes and automatic data updates for recurring reports
- Warehouse destinations such as BigQuery and Snowflake on Enterprise
- Supermetrics Studio with monthly AI credits for analysis
Cons
- Gets expensive as sources, accounts and destinations add up
- Priced in euros, which complicates USD budgeting
- Starter is very limited at 2 sources and 1 user
Ruler Analytics vs Supermetrics: FAQ
Do Ruler Analytics and Supermetrics have a free plan?
Ruler Analytics has no free plan. Supermetrics has no free plan, a 14-day free trial.