Automatic marketing attribution,
clear data-driven decisions

Take the guesswork out of your activity through marketing attribution and unlock key insights to drive high-quality leads and revenue.

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Form Tracking

Connect your form entries to your campaigns

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Call Tracking

Find out what campaigns make your phone ring

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Live Chat Tracking

Learn what fuels your live chat sessions

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How it works...

Step 1

Track website visitors and touchpoints

Anonymous people visit your website. Ruler allows you to track each visitor across multiple sessions along with marketing variables such as source, channel, campaign and keyword.

Track website visitors and touchpoints  - Ruler Analytics
Match leads to marketing - Ruler Analytics

Step 2

Match leads to their marketing data

When a user converts into a lead by phone, form or live chat, Ruler will match this new lead to their previous marketing interactions and fire it to your CRM.

Step 3

Close the loop

When your lead converts, Ruler will scrape the revenue data in the CRM and fire it to your preferred marketing analytics tools. It will be attributed to the marketing channels and campaigns that influenced the sale. 

In Ruler, you'll be able to switch between attribution models to find one that works best for you.

Close the Loop Ruler Analytics

We don't just integrate with your tools,
we make them work better.

Get revenue data where you need it most, in over 1,000 apps
Google Analytics
Google Ads
Google Ads
Google Analytics

Attribution Model Types

first-click attribution model

First-Click Attribution Model

First-click attribution is simple. All of the credit for a conversion is applied to the first touchpoint a user had with your business.

This is a great model for understanding what is kickstarting customer journeys.

last-click attribution model

Last-click Attribution Model

This model type assigns 100% of credit for a conversion to the final touchpoint in a customer journey. This is useful for seeing what content or channel specifically drove the final conversion.

This is a very common attribution model choice for marketers.

Linear marketing attribution model

Linear Attribution Model

This model type assigns an equal split of credit to every touchpoint a lead has engaged with within their buyer’s journey.

The linear model can help you gauge which channels start, drive and close a buyer's journey. But, when a user could take 30 touchpoints to close, this model type might not be as valuable.

time decay marketing attribution model

Time Decay Attribution Model

Time-based attribution assigns more weight to interactions that happen near the final conversion event.

This attribution model is great for determining which channels regularly drive conversions and which are primarily top-of-funnel channels. Remember, if you have a long sales cycle, then earlier touchpoints that were crucial in getting a user to consider your solution will be given very little credit.

full path marketing attribution model

Full-Path Attribution Model

In this model type, 22.5% of the credit is given to four touchpoints:
First touchpoint
Lead-generation touchpoint
Opportunity-creation touch
Customer close touch

The remaining 10% is then assigned evenly to the rest of the touchpoints in the buyer journey.

Give credit where credit's due
Tracking lead volume only gets you so far. Marketing attribution is the only way to definitively prove where your leads have come from. Track the full customer journey with Ruler so you can get a better idea of the role each plays.