Ruler Analytics
Ruler Analytics is a bootstrapped Liverpool-based SaaS company that provides unified marketing measurement combining first-party multi-touch attribution, ML-powered impression attribution, and marketing mix modelling to mid-market and enterprise marketers, agencies, and lead-generation businesses.
- Company typePrivate
- Founded2012
- HeadquartersLiverpool, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Ruler Analytics does
Ruler Analytics Limited is a Liverpool-based SaaS company that sells a unified marketing measurement platform to mid-market and enterprise marketers, digital agencies, and lead-generation businesses primarily in the UK and EMEA. Founded in 2012 by Daniel Reilly and Ian Leadbetter, the company has operated without venture capital, reaching approximately $3M in annual recurring revenue by 2024 through bootstrapped growth.
The platform combines three measurement pillars: a First Party Data Platform (form, call, live chat, and offline conversion tracking implemented via first-party JavaScript); an Attribution suite (multi-touch attribution, data-driven attribution using a Markov chain model, impression attribution powered by machine learning, and opportunity attribution); and a Marketing Mix Modelling (MMM) layer that includes revenue analytics and a predictive Budget Scenario Planner built on saturation curves. The system is differentiated by its first-party data approach, which sidesteps third-party cookie deprecation and iOS tracking limitations, and by closed-loop integration with over 1,000 apps including CRMs (Salesforce, HubSpot, Pipedrive, Microsoft Dynamics, Zoho), ad platforms (Google Ads, Meta, TikTok, LinkedIn, Microsoft Ads), and data warehouses (Snowflake, BigQuery, Redshift).
Ruler monetises through tiered SaaS subscriptions scaled by website traffic (Small up to 10k visits from £269/month to Advanced from 100k+ visits at £1,349/month), distributed via direct enterprise field sales, a 70+ certified UK partner agency channel, and self-serve web sign-up. The company is positioned as an accessible alternative to enterprise-only measurement suites, targeting CMOs, marketing directors, and specialist practitioners across verticals including B2B SaaS, travel, financial services, professional services, automotive, eCommerce, retail, and lead generation.
Ruler Analytics firmographics
Firmographics- Name
- Ruler Analytics
- Legal name
- Ruler Analytics Limited
- Website
- https://ruleranalytics.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Ruler Analytics is a bootstrapped Liverpool-based SaaS company that provides unified marketing measurement combining first-party multi-touch attribution, ML-powered impression attribution, and marketing mix modelling to mid-market and enterprise marketers, agencies, and lead-generation businesses.
- Ownership category
- akta.pro rank
Ruler Analytics industry classification
Industry- Product category
- Marketing Attribution Software
- NAICS
- Marketing Research and Public Opinion Polling (541910), Advertising Agencies (541810), Media Buying Agencies (54183)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370), Services-Computer Processing & Data Preparation (7374), Services-Advertising (7310)
- akta.pro primary industry
- Attribution, Measurement, Analytics & Incrementality (BPAMALAF)
- akta.pro secondary industries
- Performance Analytics, Attribution & Marketing Measurement (MPAAACAH), Marketing Analytics & Measurement Strategy (Attribution, MMM, KPIs) (MPAAAFAH), Customer Data Platforms (CDP) & Identity Resolution (BPAFAFAD)
Keywords
Where Ruler Analytics is headquartered
LocationHeadquarters
- HQ city
- Liverpool
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Ruler Analytics business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- SaaS Subscription: Subscription-based SaaS pricing scaled by website traffic volume. Four tiers (Small, Medium, Large, Advanced) with pricing from £269-£1499/month. Additional costs may apply based on data and integration requirements. No minimum term contracts.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Small: Up to 10k monthly visits |
| Subscription | Monthly | Medium: Up to 50k visits/month |
| Subscription | Monthly | Large: Up to 100k visits/month |
| Subscription | Monthly | Advanced: From 100k visits/month |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels9 records
Ruler Analytics product offering
Product offeringCore offering
Ruler Analytics is a unified marketing measurement SaaS platform that connects marketing touchpoints to revenue by combining multi-touch attribution, data-driven attribution, impression attribution, and marketing mix modelling. Its First Party Data Platform captures form submissions, phone calls, live chats, and offline conversions through first-party JavaScript, integrates with 1,000+ CRMs, ad platforms, analytics tools, and data warehouses, and feeds attribution data back to ad platforms for algorithmic bid optimization. The platform is sold via tiered subscription with no minimum term contracts and supported by a certified agency partner network.
Product overview
Ruler Analytics is a unified marketing measurement platform that combines three core product pillars — First Party Data Platform (form, call, live chat, and offline tracking), Attribution (multi-touch attribution, data-driven attribution, impression attribution, and opportunity attribution), and MMM (marketing mix modelling, revenue analytics, and budget scenario planner) — into a single integrated system. The platform connects customer touchpoints to revenue by tracking individual journeys from first interaction through closed deal, using first-party data to overcome third-party cookie deprecation, and integrates bidirectionally with CRM systems (Salesforce, HubSpot, Pipedrive, Microsoft Dynamics, Zoho) and ad platforms (Google Ads, Meta, TikTok) to close the loop between marketing spend and revenue.
Differentiator
Problem solved
Functional benefit
Products and services
- Ruler Analytics Platform Unified marketing measurement SaaS platform that combines first-party visitor tracking, Multi-Touch Attribution, Data-Driven Attribution, Impression Attribution, and Marketing Mix Modelling to connect marketing touchpoints to closed revenue. Integrates with 1,000+ CRMs, ad platforms, analytics tools, and data warehouses, and pushes attributed revenue back to ad platforms for algorithmic bidding optimisation. Sold via tiered subscription (Small to Advanced, £269–£1,499/month) with no minimum term contracts; targeted at mid-market and enterprise CMOs, marketing directors, digital marketing agencies, and lead generation businesses.
Quantifiable outcome
- 20% more leads and 11% CPL reduction using offline conversion tracking
- +6 more outcomes
Companies that use Ruler Analytics
Customer profileNamed customers10 records
Segments9 records
Ideal customer profiles2 records
Ruler Analytics technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration78 records
AI capability6 records
Feature7 records
Ruler Analytics partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core, supporting and minor.
- GooglecoreOfficial Google technology partner. Integrations include Google Analytics, Google Ads, Google Tag Manager, Google Data Studio, Google BigQuery, and Looker. Ruler is listed as an official Google technology partner with deep integration capabilities.
- SalesforcecoreSalesforce CRM integration allows businesses to import lead source data, share revenue data from Salesforce to analytics tools, and connect revenue to marketing touchpoints. Provides 60+ marketing variables for sales opportunities.
- HubSpotcoreHubSpot CRM integration enriches leads with attribution data. Despite HubSpot only offering attribution in Enterprise tier (£2,000+/month), Ruler provides attribution capabilities even to users of basic HubSpot plans.
- Meta (Facebook/Instagram)coreMeta integration enables automatic attribution of closed revenue to Facebook campaigns, offline conversion tracking, and optimised campaigns using revenue data rather than clicks. Helps overcome iOS 14.5 tracking limitations.
- PipedrivecorePipedrive CRM integration provides end-to-end visibility from lead generation to deal closure. Enables sending closed revenue back to Google Analytics and Google Ads automatically.
- StripecoreStripe integration allows eCommerce businesses to attribute sales and revenue to the channels, campaigns, and keywords which attracted customers, providing true ROAS metrics.
- ZapiersupportingZapier integration extends Ruler's reach to 1,000+ apps. Enables CRM updates, email list management, and conversion alerts without coding. Supports multi-step workflows for complex automation.
- TableausupportingTableau integration connects attributed revenue data to existing Tableau reports for powerful data visualisation of campaign effectiveness across channels.
- Embryo DigitalcoreCertified Ruler partner agency using platform to prove campaign success and deliver results for clients. Featured in customer testimonials.
- MoneypennycoreMajor customer and agency partner using Ruler for offline conversion tracking. Achieved 20% increase in leads and 11% reduction in cost per lead.
- Add PeopleminorCertified partner agency helping clients get true visibility on website visitors using Ruler Analytics.
- DistractminorPartner agency that achieved 51% reduction in cost per acquisition using Ruler for client campaigns.
- HitsearchminorPartner agency that attributed 91% of offline leads to paid media activity through Ruler.
- Propel DigitalminorPartner agency that used Ruler to profitably scale up their monthly fee.
- SQ DigitalminorPartner agency that used Ruler to fill data gaps and prove ROI for clients.
Scale indicators11 records
Recent moves6 records
Expansion highlights6 records
Ruler Analytics competitors and assessment
Company assessmentDirect peers
- Triple Whale: Triple Whale is a venture-backed DTC and eCommerce attribution platform that combines multi-touch attribution, MMM, and creative analytics. It directly competes with Ruler in mid-market eCommerce and high-value commerce use cases and is explicitly named in Ruler's competitor comparison content.
- Dreamdata: Dreamdata is a B2B revenue attribution platform that stitches CRM, marketing, and product touchpoints into a unified customer journey. It is one of Ruler's named direct competitors in B2B SaaS and lead-generation attribution.
- HockeyStack: HockeyStack is a B2B marketing analytics and attribution platform offering MTA, MMM, and account-level journey analysis. It overlaps with Ruler's unified-measurement approach for B2B SaaS customers and is explicitly targeted in Ruler's comparison pages.
- Northbeam: Northbeam is a DTC-focused multi-touch attribution and marketing analytics platform with strong eCommerce and Shopify integrations. It overlaps with Ruler's eCommerce and high-value-commerce verticals on MTA and impression attribution.
- Wicked Reports: Wicked Reports provides multi-touch attribution and marketing analytics for high-ticket eCommerce and info-product businesses. It is comparable to Ruler in serving high-value commerce customers who need to connect offline and online touchpoints to revenue.
Broad incumbents
- Adobe Marketo Measure (formerly Bizible): Adobe's Marketo Measure (formerly Bizible) is an enterprise B2B attribution solution bundled into the Adobe Experience Cloud. It is a broader incumbent with deep penetration in large enterprises but is significantly more expensive and complex than Ruler.
- Google Analytics 4: Google Analytics 4 offers free, native attribution and conversion tracking tightly integrated with Google Ads. It is the largest incumbent in marketing measurement and a key substitute for Ruler's MTA capabilities, especially among SMBs.
- Mixpanel: Mixpanel is a product and marketing analytics platform with event-based attribution and funnel analysis. While more product-analytics oriented, it competes with Ruler for mid-market digital analytics budgets and increasingly offers marketing attribution features.
Emerging players
- CallRail: CallRail is a leading call tracking and analytics platform with overlap into attribution through its integrations. It is comparable to Ruler in inbound call tracking and offline conversion attribution but is more specialized in call analytics.
- Invoca: Invoca provides call tracking and conversation analytics for enterprise marketers, including AI-driven attribution. It overlaps with Ruler's offline conversion tracking and call attribution capabilities for higher-value B2C verticals.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Ruler Analytics social profiles
Digital presenceRuler Analytics compliance and trust
Trust signalCompliance1 record
Ruler Analytics financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ruler Analytics leadership team
Management profileNumber of profiles
Profiles2 records
Ruler Analytics funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ruler Analytics M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Ruler Analytics
What does Ruler Analytics do?
Ruler Analytics is a unified marketing measurement SaaS platform that connects marketing touchpoints to revenue by combining multi-touch attribution, data-driven attribution, impression attribution, and marketing mix modelling. Its First Party Data Platform captures form submissions, phone calls, live chats, and offline conversions through first-party JavaScript, integrates with 1,000+ CRMs, ad platforms, analytics tools, and data warehouses, and feeds attribution data back to ad platforms for algorithmic bid optimization. The platform is sold via tiered subscription with no minimum term contracts and supported by a certified agency partner network.
Is Ruler Analytics a public or private company?
Ruler Analytics is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Ruler Analytics founded?
Ruler Analytics was founded in 2012. It employs 11 to 50 people.
Where is Ruler Analytics based?
Ruler Analytics is headquartered in Liverpool, United Kingdom, in the Europe region.
How does Ruler Analytics make money?
One revenue line is on record: saaS Subscription.
Who are Ruler Analytics's main competitors?
Direct peers on record are Triple Whale, Dreamdata, HockeyStack, Northbeam and Wicked Reports. Broad incumbents are Adobe Marketo Measure (formerly Bizible), Google Analytics 4 and Mixpanel. Emerging players are CallRail and Invoca.
Does Ruler Analytics have an API?
Yes. Ruler Analytics offers a webhook-based integration system that allows customers to send conversion data to external systems. The platform provides API documentation via ReadMe.io (ruler-documentation.readme.io) covering integrations with CRM systems, ad platforms, and analytics tools. No formal public REST/GraphQL API is described; integration is primarily achieved through built-in connectors and webhook pushing of attributed revenue data to marketing reporting tools. Developer documentation is at ruler-documentation.readme.io/docs.
What industry is Ruler Analytics in?
Ruler Analytics's product category is Marketing Attribution Software. Its primary akta.pro industry code is BPAMALAF, Attribution, Measurement, Analytics & Incrementality, with a secondary code of MPAAACAH, Performance Analytics, Attribution & Marketing Measurement. Its NAICS code is 541910 and its SIC code is 7370.