Ruler Analytics is a B2B marketing attribution and call tracking platform that tracks the complete customer journey from first anonymous touchpoint through to closed revenue — including phone calls, form fills, and live chat conversations — and attributes that revenue back to the specific campaigns, channels, and keywords that generated it in the CRM.
Product Overview
Ruler Analytics solves a critical B2B attribution problem that Google Analytics and most web analytics tools cannot: the gap between an anonymous website visitor and a named CRM contact. When a prospect visits a website, Ruler captures their full session data and utm parameters. When they later convert via form, phone call, or live chat, Ruler links that conversion event to their historical session data and writes the full journey attribution — first touch, last touch, and all touchpoints in between — directly into the CRM lead or contact record. This closes the loop between marketing campaign performance and actual CRM pipeline and revenue, enabling marketers to answer questions like 'how much pipeline did our Google Ads generate this quarter?' or 'what was the closed revenue attributed to our content blog?'. Ruler's call tracking capability is particularly valuable for B2B companies with phone-based sales where a significant portion of conversions happen via call rather than form fill — a gap that most digital attribution tools miss entirely.
Key Features
- Visitor-Level Journey Tracking: Track every anonymous visitor's session history — connect their online behaviour to their eventual conversion event for full journey attribution.
- CRM Attribution Writing: Write first touch, last touch, and multi-touch attribution data directly to Salesforce or HubSpot lead and contact records.
- Call Tracking: Dynamic number insertion for phone call tracking — attribute phone call leads to the specific campaign and keyword that generated them.
- Revenue Attribution Reports: Connect CRM revenue data to marketing campaign spend — report pipeline and closed revenue by channel, campaign, and keyword.
- Form & Chat Tracking: Track form submissions and live chat conversations alongside calls — capture every conversion type in the attribution model.
Best For
B2B marketing teams that run paid and organic campaigns and want to attribute CRM pipeline and revenue back to specific channels — particularly those with phone-based sales processes where call tracking is essential for complete attribution.
Pricing
Starter: £199/month. Growth: £399/month. Enterprise: custom. Free trial available.
Key Integrations
Salesforce, HubSpot, Pipedrive, Google Ads, Facebook Ads, Google Analytics, Unbounce, Drift, Intercom, Zapier
Pros
- Closes the attribution gap between anonymous web visitors and named CRM contacts — unique in the market
- Call tracking extends attribution to phone conversions that most web analytics miss
- CRM-native attribution writing means revenue data lives alongside sales activity data
- Affordable B2B-focused alternative to enterprise attribution platforms like Bizible
Cons
- Primarily UK/EU-based — pricing in GBP and some features oriented toward European markets
- Less sophisticated modelling than enterprise tools like Bizible or Dreamdata for complex multi-touch journeys
- Setup requires JavaScript snippet installation and CRM integration configuration
RevOps Jobs-to-Be-Done
- Full-funnel attribution from first click to closed revenue — Marketing teams use Ruler Analytics to track the complete buyer journey — from first anonymous website visit through lead capture, nurture, and CRM deal close — attributing closed revenue to the original marketing touchpoints. KPI: See which campaigns generate revenue (not just leads); reallocate 20% of marketing budget from lead-generating to revenue-generating channels
- Call tracking and phone lead attribution — B2B companies with phone-first sales use Ruler's call tracking to attribute inbound phone calls to the marketing channel that drove them — solving the missing attribution gap for leads that call rather than fill out forms. KPI: Attribute 30% of phone leads to marketing channels previously invisible to attribution; improve ROAS measurement accuracy
- CRM revenue data backfilling to ad platforms — Marketing ops teams use Ruler to push CRM revenue data back to Google Ads, Facebook, and LinkedIn — enabling algorithmic bidding optimization on actual revenue rather than lead volume proxies. KPI: Improve Google Ads target ROAS bidding accuracy with actual revenue data; reduce CPA by 20% with revenue-optimized bidding
How It Fits Your Stack
Primary system of record: Salesforce or HubSpot (CRM) + Google Analytics
Key integrations: Salesforce, HubSpot, Google Analytics 4, Google Ads, Facebook Ads, LinkedIn Ads, Bing Ads, Marketo
Data flows: Ruler's JS snippet tracks visitor sessions and stitches journeys. Lead capture events linked to anonymous journey. CRM deal close event triggers revenue attribution back to touchpoints. Attributed revenue pushed to GA4 and ad platforms as conversion values.
Security & Compliance
- SSO / SAML: Yes (Google SSO)
- RBAC / permissions: Yes
- Audit logs: No
- Certifications: SOC 2 Type II, GDPR
- Data residency: EU (UK company)
Implementation & Ownership
- Time to first value: 2–4 weeks — JS deployment, CRM integration, attribution model
- Implementation complexity: Medium
- Typical owners: Marketing Ops, Digital Marketing Manager, RevOps
Ruler Analytics differentiates with its call tracking + attribution combination and strong UK/EU market presence. Its revenue-to-ad-platform feedback loop (sending CRM close data to Google/Facebook bidding algorithms) is a unique value driver for paid media-heavy B2B teams. Best for companies with $500K+ annual paid media spend.
Proof & Buyer Signals
Ratings: 4.6/5 on G2 (200+ reviews)
What buyers praise:
- Call tracking + attribution in one tool
- Revenue data back to ad platforms is valuable
- Good UK customer support
- Strong for SMB B2B teams
Common complaints:
- Less sophisticated than enterprise tools
- UI not as polished as Dreamdata
- Complex multi-product enterprise deals may need additional tools
Often Compared With
- Dreamdata — Dreamdata is more sophisticated for complex B2B attribution; Ruler wins on call tracking and revenue-to-ad-platform feedback loops.
- CaliberMind — CaliberMind has deeper ABM attribution features; Ruler wins on call tracking integration and smaller team accessibility.
- HockeyStack — HockeyStack has stronger LinkedIn Ads integration and content analytics; Ruler wins on call tracking and EU market fit.
