Ruler Analytics
Closed-loop attribution and call tracking for lead-gen marketers
Ruler Analytics is a ad management & attribution tool for Small businesses and Agencies, offered as paid ($400/mo). Founded in United Kingdom in .
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.
| Plan | Price | Includes |
|---|---|---|
| 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 / mo | From; 100k+ visits, marketing mix modelling, AI agent |
Source: www.ruleranalytics.com · checked on Oct 20, 2026
How Ruler Analytics compares in Ad management & attribution
- Rank by votes
- #1 / 17
- Starting price
- $400
- Free alternatives
- 0
0 votes from members
54% above the category median ($259/mo)
Free or open-source tools in Ad management & attribution
Ruler Analytics ranks #1 of 17 ad management & attribution tools by community votes and is priced above most tools in the category.
Common use cases
- 1Seeing which Google Ads keywords produce phone calls that convert to sales
- 2Attributing closed CRM deals to SEO, PPC and social campaigns
- 3Sending offline revenue to Google Ads so bidding targets valuable leads
- 4Agencies proving lead quality and ROI to clients
- 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 a 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 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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