CallRail vs Ruler Analytics: What’s the Difference?

Katie Holmes
4th October 2021

See how CallRail and Ruler Analytics stack up against each other and choose the right solution to measure marketing effectiveness and better communicate your results.

Both CallRail and Ruler Analytics offer a range of features that can help bolster the performance of your marketing campaigns.

But which tool is better for tracking leads? CallRail or Ruler Analytics?

In all honesty, the answer depends on the specific needs of your business goals and business. Fortunately, we’re here to help you decide.

Stick around for an overview and learn the key differences between CallRail and Ruler Analytics. 

💡 Pro Tip

Ruler is a visitor level marketing attribution tool for forms, phone calls and live chat, evidencing every step a visitor makes in their journey and matching revenue back to the marketing source.

Download the guide on how Ruler Analytics works

What is CallRail?

First up, we have CallRail, a titan in the tech world. CallRail brings more visibility to marketers who rely on digital marketing to drive conversions offline, such as phone calls. 

Put simply, CallRail is a 3rd party call tracking solution that allows you to track exactly where your leads are coming from by correlating inbound phone calls back to the source that influenced the interaction.

CallRail has two options to help track your inbound calls:

When a user dials one of your tracking numbers, CallRail forwards the call to your business number.

Within the CallRail app, you can identify the sources that are driving the most calls and gain a better understanding of your marketing performance.

What is Ruler Analytics?

Next up is Ruler, a marketing attribution software solution designed to track the performance of your online and offline touchpoints.

Ruler aligns revenue from your CRM with marketing-generated leads, allowing you to demonstrate your impact on bottom-line growth more effectively.

Ruler tracks website visitors over multiple sessions and touchpoints. Whenever a visitor converts into a lead, Ruler will connect the dots to create a customer journey. 

The best thing about Ruler is that it automatically sends the data you’ve captured on your conversions to your CRM and other marketing tools.

Such insight allows you to track where your leads came from and determine which marketing sources are most valuable to your business.

💡 Pro Tip

Want to learn more about Ruler Analytics? This guide explains what Ruler Analytics does and how it can help boost the quality of your reports with marketing attribution data.

Once an opportunity is marked as closed/won, the revenue data is sent back to Ruler, allowing you to measure the impact of your marketing sources, campaigns and keywords based on actual revenue and not just conversions.

Besides its ability to capture live chat and form conversions, Ruler can also track phone calls and attribute them to the correct traffic source over multiple sessions, keywords, ads and more.

“Through Ruler’s call tracking we have been able to assign additional value to our campaigns for clients who previously did not track phone calls, and first click vs last click conversion analysis has been beneficial to our discussions with clients around the value that broader marketing channels are having on our lower funnel strategies,” Colin Dargue, Paid Media Account Manager at Clickoo.

How Clickoo use Ruler to evidence effectiveness of paid campaigns

Ruler’s call tracking works using dynamic number insertion (DNI) technology.

Similar to CallRail but with a slight difference. When someone visits your website, Ruler’s DNI technology generates a unique number for every specific user. Unlike CallRail, which assigns a number at marketing source level.

Ruler also offers static numbers, like CallRail, for all your offline activities.

CallRail vs Ruler Analytics: How do they compare?

At a glance, CallRail and Ruler provide similar features for tracking and analysing inbound phone calls. However, a closer look indicates some key differences. 

Difference in analytics and attribution tracking between CallRail and Ruler 

Ruler can tell you a great deal more about your customer journeys.

Instead of just being able to tell where your calls are coming from, like CallRail, you can identify all the other channels, keywords and ads your leads used to find your products and services.

More notably, Ruler allows you to attribute leads using form and live chat tracking.

With Ruler, you can easily track where your form and live chat conversions came from and how many times your leads interacted with your website before expressing an interest in your business.

CallRail, on the other hand, is mainly focused on the source of your inbound calls.

While calls often drive the hottest leads, form and live chat also have a lot to offer your lead generation efforts.

By ignoring forms, live chat and other methods of communication, you’re only seeing half the picture and missing out on significant opportunities to nurture your relationships and growth.

Note: For an additional cost, you can implement CallRail’ form tracking, but that starts from $50/month for just 1,000 forms.

Differences in pricing between CallRail and Ruler

Both CallRail and Ruler are billed as a monthly subscription. CallRail pricing begins at $45 per month and includes:

CallRail offers users an allotment of minutes for call tracking, after which there’s an additional usage charge. Once you’ve used up your monthly allowance, minutes are 5 cents, or 8 cents each for toll-free calls. 

Like CallRail, Ruler offers users a monthly subscription for call tracking.

The complete package, which includes both call tracking and marketing attribution, starts from £199/month.

Ruler is flexible and operates on a rolling monthly basis.

So, you can cancel or restart it at any time. You can also save 20% by opting for annual billing. 

While CallRail and Ruler present some similarities, minutes for Ruler are billed slightly different.

As discussed, users pay a flat fee for their subscription, but are billed 2 pence for every minute. 

After a few months of using the system, clients do have the option to move to a “minute block”.

Ruler will look at the minutes used over a period of time and will provide you with an average number of minutes used. 

You are then charged based on the benchmark rate each month, giving you peace of mind knowing that everything is covered without any unexpected charges.

CallRail vs Ruler Analytics features breakdown

Advanced features are a key deciding factor when choosing the right tools to track your leads. To help, we’ve put together a comparison chart that allows you to see the different features in CallRail and Ruler. 

FeaturesAttribution App Ruler Analytics
PricingPrice on request onlySmall/medium businesses from £199/month
Large businesses from £499
Enterprise from £999
Advanced – POA
Available support ✔ Phone
✔ Email
✔ Live support
✔ Training
✔ Phone
✔ Email
✔ Live support
✔ Knowledge base
✔ Training
✔ Tickets
Customer journey tracking YesYes
Revenue attribution NoYes
Call tracking NoYes
Opportunity attribution NoYes
Integrations Integrates with a whole suite of integrations such as Google, Facebook, AdRoll and more.Ruler Analytics has 1000+ integrations with tools like Salesforce, HubSpot, Google Ads and Analytics.
Integration chargeAvailable on requestNo
Suitable for ✔ Small businesses
✔ Medium businesses
✔ Large Enterprises
✔ Freelancers/consultants
✔ Small businesses
✔ Medium businesses
✔ Large Enterprises
✔ Freelancers/consultants

Can CallRail and Ruler work together to increase customer journey visibility?

Considering the average consumer now uses ten channels to communicate with businesses, CallRail alone leaves too many grey areas when trying to understand where your leads come from and how they behave whilst on your website. 

However, by enriching your CallRail with Ruler’s marketing attribution data, you can gain an accurate account of every visitor’s journey across multiple sessions, campaigns, keywords, and more.

That’s not all. By integrating CallRail with Ruler, you can:

What’s the verdict on CallRail and Ruler?

If you’re thinking about implementing call tracking software for your business, you can’t go wrong with CallRail. It’s a go-to choice for many marketers, and with good reason too. 

It helps businesses keep track of all their phone call leads and provides valuable insights into the performance of different marketing sources.

However, if you communicate with leads through various channels and mediums, you’re going to need to go beyond the basics of call tracking. 

By integrating a tool like Ruler with CallRail, you’ll be better equipped to track visitor journeys and gain a better understanding of the behaviour of your potential leads.

Want more info? Book a demo and see how Ruler can improve the quality of your CallRail reports for yourself.

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