What Ruler actually costs
| Plan | Indicative price | Traffic covered |
|---|---|---|
| Small Business | Around £179/mo annual, £199 monthly | Around 5,000 monthly visits |
| Medium | Around £649/mo | Around 50,000 visits |
| Large | Around £1,149/mo | Around 100,000 visits |
| Advanced | Custom | Higher volumes |
Twelve-month agreements are standard. Around 10 percent discount for annual billing. No free plan and no trial listed. Call tracking numbers and minutes are charged on top. Read from ruleranalytics.com and its help centre, September 2026.
Who should pick which
Who Ruler is genuinely right for
B2B and high-consideration B2C organisations with 5,000-plus monthly visits, multi-touch journeys, meaningful phone or offline conversion volume, and a CRM such as Salesforce, HubSpot or Pipedrive to attribute revenue against. For those teams the closed-loop revenue reporting is strong and the price is defensible.
Who it is not right for
Small service businesses with low lead volumes, simple funnels, or no CRM. The entry tier assumes traffic most SMB service businesses do not have, the contract length removes the option to try it for a quarter, and the depth of the multi-touch modelling is aimed at a question smaller businesses are not yet asking.
The alternatives
| Tool | Entry price | Free plan | Best for |
|---|---|---|---|
| WhatConverts | $30/mo, up to $160/mo for attribution features | No, 14-day trial | Businesses where most leads arrive by phone |
| Google Analytics 4 | Free | Yes | Traffic and channel reporting at population level |
| Dreamdata | Custom | Yes | B2B account-level attribution |
| HockeyStack | From $2,200/mo | No | Enterprise revenue teams |
| Lead Source | $19/mo | Yes, one site and one user | Service businesses that want the real source on every form lead |
The full numbers for each are on our WhatConverts pricing breakdown, our HockeyStack pricing breakdown and our Dreamdata alternative page. For the tools in this category that cost nothing to start, see free lead attribution software, and for the category as a whole, marketing attribution software.
What you actually need at SMB scale
The question a small service business needs answered is narrow: which marketing produced the enquiries that turned into jobs. None of it requires multi-touch modelling, a data warehouse or a 12-month agreement. It requires the real source, the landing page and the page journey attached to each lead, in a form the owner can read without an analyst. Lead Source does that from $0 on one site, installs in five minutes, and has no contract.
See the tiers in full on pricing.