Ruler Analytics

The business operates as a B2B SaaS provider of marketing attribution and call/form/live chat tracking. It creates value by capturing visitor-level data across sessions, linking inbound leads and communications (calls, forms, chat) to marketing touchpoints, and mapping those to CRM opportunities and closed revenue. This data is then pushed into analytics, advertising and BI tools so customers can optimise spend and reporting based on actual revenue rather than surface-level metrics.

Revenue is generated through recurring subscription contracts, typically 12‑month agreements, with pricing tiers aligned to customer website traffic and required features. Additional value is created via broad integrations with third-party tools (CRMs, analytics, BI and data warehouses), which increase the utility of the platform and help embed it into customers’ marketing and revenue workflows. There may also be incremental revenue from agency/partner arrangements and professional services for complex or enterprise implementations.

Ruler Analytics Ltd is a UK-based software company providing visitor-level, multi-touch marketing attribution and call, form and live chat tracking. The platform connects website sessions and leads to CRM opportunities and closed revenue, enabling marketers to understand which campaigns drive sales, including offline conversions via phone calls.

The company operates a B2B SaaS model, selling mainly to marketing teams and digital agencies that need to attribute revenue to marketing activity. It integrates with a wide range of web, analytics, CRM and BI tools and competes with other attribution and call-tracking platforms such as CallRail, Bizible and Dreamdata.