Cometly vs Ruler Analytics in 2026: B2B SaaS Ad Attribution vs Full-Stack Marketing Measurement
Cometly connects a single ad click to closed-won ARR for B2B SaaS companies. Ruler Analytics goes further, closing the loop on phone calls, trade shows, and marketing mix modelling, starting at £269 a month.
Cometly
Ruler Analytics- Ruler Analytics tracks offline conversions including phone calls, trade show leads, and live chat sessions in addition to web touchpoints. Cometly is focused on paid ad campaigns and does not track offline channels like calls or events.
- Cometly auto-detects and names AI referral traffic (ChatGPT, Gemini, Grok, Google AI Overviews) as attribution channels. Ruler Analytics has no equivalent named AI traffic-source detection in its own product data.
- Ruler Analytics publishes indicative starting prices from £269/month across four tiers. Cometly discloses no pricing anywhere and bills on website session volume after a sales call.
- Ruler Analytics offers marketing mix modelling (MMM) on its Advanced plan (£1,349/month) to measure channels like TV and trade shows that never generate a trackable click. Cometly has no MMM capability; its attribution model is click and session-based.
- Both tools require a demo or sales call before you can start, neither offers self-serve signup or a free trial.
- Cometly's MCP integration for Claude is Enterprise-tier only. Ruler Analytics has no MCP integration but does include an AI Agent layer (Analyst and Media Planner) on its Advanced plan.
Cometly and Ruler Analytics both solve the same core B2B problem, connecting marketing activity to revenue that closes long after the first touchpoint, but they differ sharply in scope and access. Cometly is narrowly focused on paid ad attribution to CRM closed-won ARR, with no published pricing and a sales-call gate. Ruler Analytics covers a much wider measurement stack, including offline conversion tracking like phone calls and trade shows, marketing mix modelling for channels that never generate a click, and budget scenario planning, with indicative pricing published from £269 a month even though it still requires a demo to buy. This comparison is for B2B teams deciding how much measurement depth they actually need.
The tools at a glance
Cometly
B2B SaaS ad attribution that connects every campaign dollar to pipeline created and closed-won ARR
Cometly tracks the full customer journey from first ad impression through booked demo, deal created, and closed-won ARR, calculating LTV ROAS against actual CRM deal values with a 90-day cohort view suited to long B2B sales cycles. The focus is deliberately narrow: paid ad campaigns across Google, LinkedIn, and Meta, connected to revenue.
A server-side Conversion API recovers roughly 15 to 30 percent more conversion events than pixel-only tracking, and Cometly auto-detects traffic from ChatGPT, Gemini, Grok, and Google AI Overviews, applying the same pipeline and closed-won ARR metrics used for standard paid channels.
There is no published pricing anywhere, billing is usage-based on website sessions, and the newer AI and infrastructure layer, MCP integration for Claude, CRM and warehouse sync, and the Cometly API, is locked to the Enterprise tier.
| Feature | Core Usage-based, contact for pricing | Enterprise Custom |
|---|---|---|
| Pricing model | Based on website sessions | Custom |
| Server-side tracking (Conversion API) | ✓ | ✓ |
| Multi-touch attribution | ✓ | ✓ |
| AI traffic source tracking | ✓ | ✓ |
| 70+ integrations | ✓ | ✓ |
| CRM and warehouse sync | ✗ | ✓ |
| MCP integration | ✗ | ✓ |
| Cometly API | ✗ | ✓ |
Ruler Analytics
Unified marketing measurement platform that connects every customer touchpoint, online and offline, to real revenue in your CRM
Ruler Analytics closes the loop between online marketing touchpoints and offline revenue events that a pixel alone cannot see: phone calls tracked with dynamic numbers, trade show leads, live chat sessions, and CRM opportunity stages. When a deal closes in Salesforce or HubSpot months later, Ruler attributes that revenue back to the original touchpoint, supporting six attribution models from first click to data-driven.
For channels that never generate a trackable click at all, display, video, out-of-home, and brand campaigns, the Advanced plan adds marketing mix modelling that estimates revenue contribution econometrically. A budget scenario planner then generates saturation curves showing where each channel hits diminishing returns, letting teams model reallocation before spending the money.
Every plan requires booking a demo first; there is no self-serve signup or free trial. Pricing is in GBP and scales with monthly traffic volume, with the most powerful capabilities, MMM and the AI Agent layer, locked to the Advanced tier at £1,349 a month.
| Feature | Small From £269/month | Medium From £449/month | Large From £899/month | Advanced From £1,349/month |
|---|---|---|---|---|
| Monthly visits included | Up to 10k | Up to 50k | Up to 100k | 100k+ |
| Multi-touch attribution | ✓ | ✓ | ✓ | ✓ |
| Offline conversion tracking (calls, trade shows) | ✓ | ✓ | ✓ | ✓ |
| Data-driven and impression attribution | ✗ | ✓ | ✓ | ✓ |
| Marketing mix modelling | ✗ | ✗ | ✗ | ✓ |
| AI Agent (Analyst and Media Planner) | ✗ | ✗ | ✗ | ✓ |
Head-to-head feature comparison
| Feature | Cometly | Ruler Analytics |
|---|---|---|
| Primary use case | B2B SaaS paid ad attribution, first touch to closed-won ARR | Full-funnel B2B marketing measurement, online and offline |
| Pricing transparency | None (sales call required for a quote) | Indicative pricing published, demo still required |
| Starting price | Usage-based (session volume), custom quote | From £269/month |
| Attribution to CRM closed-won revenue | Yes (core feature, tied to actual CRM deal values) | Yes (core feature, across all four tiers) |
| Offline conversion tracking (calls, trade shows) | No (paid ad channels only) | Yes (dynamic call tracking, trade shows, live chat) |
| AI traffic source detection (ChatGPT, Gemini, etc.) | Yes (ChatGPT, Gemini, Grok, Google AI Overviews) | No |
| Marketing mix modelling | No | Yes (Advanced tier only) |
| AI Agent / MCP integration | Yes (MCP for Claude, Enterprise only) | Yes (AI Agent, Advanced tier only; no MCP) |
| Budget scenario planning | No | Yes (saturation curves, Advanced tier) |
| Free tier / trial | No | No |
Considering AI visibility monitoring alongside Cometly or Ruler Analytics?
Cometly detects when a visitor arrived from ChatGPT, Gemini, Grok, or Google AI Overviews and attributes the resulting pipeline, but it cannot tell you what those AI engines say about your brand when nobody clicks through. Ruler Analytics has no equivalent AI traffic-source detection at all; its measurement stack, however sophisticated on the offline side, does not extend to AI-generated answers. AI Peekaboo tracks brand mentions across ChatGPT, Gemini, Perplexity, Google AI Overviews, and Google AI Mode at the prompt level, with a read and write API on every plan from $50 a month, complementing either tool's revenue attribution with visibility into the upstream AI-answer layer neither one measures.
Read the AI Peekaboo review →Which should you choose?
CometlyRuler AnalyticsRuler AnalyticsCometlyRuler AnalyticsCometlyBoth tools are built for B2B revenue attribution, but Ruler Analytics is the broader, more expensive platform. It measures more of the funnel, including offline channels that never touch a pixel, and adds marketing mix modelling for brand and upper-funnel spend Cometly does not attempt to measure at all. Cometly stays narrowly focused on paid digital ad attribution with a genuinely differentiated AI-traffic detection feature. A B2B SaaS company running only Google, LinkedIn, and Meta ads with no offline sales motion may find Cometly sufficient and simpler; one running phone-driven or event-driven pipelines alongside digital ads will likely need Ruler's wider net.
Bottom line
Book the Cometly demo if your B2B SaaS pipeline is purely digital ad-driven and you need to prove which campaign produced a closed-won deal 60 to 90 days later. Book the Ruler Analytics demo instead if your sales process also runs through phone calls, trade shows, or live chat, or if you need marketing mix modelling to justify spend on channels that never generate a click. Neither offers a free trial, so budget time for a sales conversation with both before committing.
Frequently asked questions
Does Ruler Analytics track phone calls the way Cometly tracks ad clicks?
Yes, Ruler Analytics includes dynamic call tracking as part of its first-party data platform, matching inbound calls back to the marketing touchpoints in a visitor's session history. Cometly has no call tracking feature; it is focused on attributing paid ad clicks to CRM closed-won ARR, not offline conversions like phone calls or trade show leads.
Which tool is cheaper, Cometly or Ruler Analytics?
Ruler Analytics publishes indicative starting prices from £269 a month, though the final quote still requires a demo. Cometly discloses no pricing at all and bills on website session volume after a sales call, so a direct comparison is not possible without getting quotes from both.
Does Cometly do marketing mix modelling like Ruler Analytics?
No. Cometly's attribution model is built around trackable ad clicks and sessions connected to CRM deal values. Ruler Analytics adds marketing mix modelling on its Advanced plan specifically to estimate revenue contribution from channels like TV, display, and brand campaigns that never produce a trackable click, which is outside Cometly's scope.
Can Cometly track AI traffic from ChatGPT or Gemini the way it tracks Google Ads?
Yes, Cometly automatically identifies and attributes traffic from ChatGPT, Gemini, Grok, and Google AI Overviews with the same pipeline and closed-won ARR metrics applied to any paid channel. Ruler Analytics has no equivalent named AI traffic-source detection in its own product data.
Is Ruler Analytics better suited to agencies than Cometly?
Ruler Analytics explicitly markets agency partner pricing and white-glove onboarding aimed at performance marketing agencies managing multi-channel client spend. Cometly is built specifically for B2B SaaS companies tracking their own paid campaigns to closed-won ARR, with less emphasis on multi-client agency workflows.