Ruler Analytics

Ruler Analytics is marketing attribution software for B2B marketers that ties calls, forms and live chats to CRM revenue, priced by site visits, no free trial.

Ruler Analytics is marketing attribution software for B2B marketers who need to know which campaigns produce phone calls, form submissions, live chats and revenue. It is built and sold by Ruler Analytics Limited, an independent company based in Liverpool in the United Kingdom. Web analytics stops at the lead, and a CRM records the sale without the marketing behind it. Ruler joins the two, so each closed deal is credited to the channels and campaigns behind every visit that led to it. The First Party Data Platform tracks visitors with first-party identifiers, so journeys hold together where third-party cookies are blocked. Call tracking uses dynamic number insertion to tie each inbound phone call to its source. Form tracking and live chat tracking capture the origin of every submission and conversation. Integration and Activation connects the platform to a CRM and matches closed-won revenue to the touchpoints that led to it. It also sends offline conversion IDs back to ad platforms so their bidding sees real outcomes. Multi-Touch Attribution credits every visit in a journey, and Data-Driven Attribution weights those touches from real conversion data rather than a fixed rule. Impression attribution credits ads that were seen but not clicked. Ruler also offers marketing mix modelling and incrementality tests to validate what the models say. Ruler Analytics suits lead generation businesses where a sale starts online and closes over the phone or in a CRM weeks later. That covers B2B services, high-value purchases and any team whose enquiries arrive by call, form or chat. Marketing managers use it to go beyond the last-click reporting of GA4 to a view of every channel's influence on revenue. The conversions it tracks are form submissions, phone calls and live chat conversations rather than e-commerce orders. It is bought as one platform on four tiers priced by monthly website visits rather than seats, billed monthly or annually. Every tier includes support by phone, email and live chat, a Dedicated CS Manager and White-Glove Onboarding. Advanced Segmentation and Data-Driven and Impression Attribution start at the Medium tier. Marketers open Ruler to see which campaigns generated the week's calls, forms and chats. They compare how a multi-touch model and a data-driven model credit the same conversions. Paid media teams feed offline conversions back into the ad platforms they bid on. Marketing mix modelling and incrementality testing extend the same account into budget allocation and forecasting. Ruler sits beside GA4 and the CRM as the layer that carries a call, a form or a chat through to the revenue it produced.