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Ruler Analytics

Closed-loop attribution and call tracking for lead-gen marketers

Paid · $400Ad management & attribution
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Ruler Analytics is an ad management & attribution tool for Small businesses and Agencies, offered as paid ($400/mo). Based in United Kingdom. Popular alternatives include Tulu, Supermetrics, Everflow.

About Ruler Analytics

Ruler Analytics is a marketing attribution platform built in Liverpool, UK. It started around 2012 inside Epic New Media, an SEO and PPC agency run by Ian Leadbetter and Daniel Reilly. Ruler was later spun out as its own company with backing from the North West Fund. Its core job is to tie every form fill, call or chat to the visit and campaign that created it, then match the revenue that closes later in the CRM back to that source.

A first-party tracking tag stores each visitor's touchpoints, dynamic number insertion handles call tracking, and form and chat capture fill in the rest. Ruler pulls deal values from the CRM and pushes offline conversions and revenue back to ad platforms so smart bidding optimises for sales instead of leads. Pricing is set by monthly website visits: Small starts at $400 a month, Medium adds advanced segmentation plus data-driven and impression attribution, and Advanced adds marketing mix modelling and an AI analyst agent. Every plan includes a customer success manager and onboarding; there is no free plan.

Ruler fits businesses where the sale happens offline or weeks later: B2B services, legal, finance and automotive. It is expensive for small sites, and Shopify-first brands get more from ecommerce tools. Hyros targets high-ticket info products and call funnels, while Northbeam and Rockerbox focus on ecommerce and media mix.

Buying tip: because tiers scale with traffic rather than leads, content-heavy sites with few conversions pay more per lead. Ask about the 10% annual discount and agency partner rates.

Key features of Ruler Analytics

  • 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
  • AI agent acting as analyst and media planner on the top tier
  • Dedicated customer success manager and onboarding on every plan

Pros and cons

Pros

  • 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
  • Strong fit for long, offline sales cycles
  • Hands-on onboarding and named CS manager included

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
  • MMM and AI agent only on the Advanced tier
  • Less suited to pure ecommerce than Shopify-native tools

Ruler Analytics pricing

Ruler Analytics uses a paid model.

PlanPriceIncludes
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

Source: www.ruleranalytics.com · checked on Oct 20, 2026

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How Ruler Analytics compares in Ad management & attribution

Rank by votes
#1 / 22

0 votes from members

Starting price
$400

196% above the category median ($135/mo)

Free alternatives
0

Free or open-source tools in Ad management & attribution

Ruler Analytics ranks #1 of 22 ad management & attribution tools by community votes and is priced above most tools in the category.

Common use cases

  1. 1Seeing which Google Ads keywords produce phone calls that convert to sales
  2. 2Attributing closed CRM deals to SEO, PPC and social campaigns
  3. 3Sending offline revenue to Google Ads so bidding targets valuable leads
  4. 4Agencies proving lead quality and ROI to clients
  5. 5Planning budget splits with marketing mix modelling

Best for

Lead-generation businesses and agencies whose sales close on the phone or in a CRM and who need revenue-level attribution per channel.

Not ideal for

Shopify DTC brands and very small sites that need cheaper, ecommerce-native attribution (Triple Whale, Northbeam).

Integrations

  • Google Ads
  • Meta Ads
  • Microsoft Advertising
  • HubSpot
  • Salesforce
  • Pipedrive
  • Google Analytics 4
  • Looker Studio

Our take

Ruler is one of the most complete options for connecting calls, forms and CRM revenue to marketing spend, and it earns its price when deals close offline. Small sites and ecommerce brands should look at cheaper or Shopify-native tools first.

FAQ

What is Ruler Analytics?
Ruler Analytics is an Ad management & attribution tool: Closed-loop attribution and call tracking for lead-gen marketers.
How much does Ruler Analytics cost?
Ruler Analytics uses a Paid model; paid plans start at $400 per month.
What are the best alternatives to Ruler Analytics?
Community-listed alternatives to Ruler Analytics include Tulu, Supermetrics, Everflow, AppsFlyer.
What does Ruler Analytics integrate with?
Ruler Analytics integrates with Google Ads, Meta Ads, Microsoft Advertising, HubSpot, Salesforce, Pipedrive and more.
Which platforms does Ruler Analytics support?
Ruler Analytics is available on web.
Who is Ruler Analytics for?
Lead-generation businesses and agencies whose sales close on the phone or in a CRM and who need revenue-level attribution per channel.

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