CTM vs Ruler Analytics
We give CTM a 2.2 GPA and Ruler Analytics a 1.8, out of 4.0. CTM grades higher on value for money and the free plan. They get the same grade on features, ease of use and platforms.
Price, platforms and features side by side. The table says where each price was read and when.
CTM
Call tracking, attribution and a softphone, with agency sub-accounts
Ruler Analytics
Multi-touch attribution tying calls, forms and CRM revenue to ads
How we grade them
| 2.2GPACTMFair | 1.8GPARuler AnalyticsWeak | |
|---|---|---|
| Value for money | CGraded on a small business with 5 numbers and about 500 minutes a month. Marketing Lite is $65 a month billed yearly, and 5 US local numbers at $2 plus 500 minutes at 4¢ add $30, so about $95. That's dearer than CallRail or Nimbata for the same, though users are unlimited. | DGraded against the call trackers it's listed beside, since it's an attribution platform. Small is $360 a month billed annually ($400 monthly) for up to 10k visits, and Ruler calls its prices indicative, scaled to traffic and integrations. That's several times a call tracker, though CRM revenue matching comes with it. |
| Free plan and trial | DNo free plan and no free trial. CTM waives the first month's plan fee, but you still pay for numbers and minutes from a prepaid balance on a card. | FNothing free at all. No free plan or free trial is shown, and buying starts with a demo. |
| Features | BCall and text attribution, recording, forwarding and IVR on every plan, form tracking, 25 client sub-accounts and AI call analysis from Marketing Pro, and a softphone and dialer on Sales Engage. It covers the whole job, with numbers in 80+ countries. | BMulti-touch attribution, call, form and chat tracking, CRM revenue matching, offline conversions sent back to ad platforms and exports to BI tools and warehouses. It covers the whole job, though data-driven attribution starts on Medium and mix modelling only on Advanced. |
| Ease of use | CNo rating on record. Numbers, routing, IVR menus and the prepaid usage balance all need setting up, and the plans run all the way to a sales calling suite, so there's a lot to learn. | CNo rating on record. There's tracking to install, a CRM to connect and attribution models to get your head around, though every plan comes with onboarding and a dedicated success manager. |
| Platforms and integrations | BWeb plus iPhone and Android apps, with Google Ads, Google Analytics, Microsoft Advertising, HubSpot, Salesforce, Facebook, LinkedIn Ads and Zoom. The API comes with Marketing Pro, and numbers are sold in 80+ countries. No desktop app. | BWeb only, with no desktop or phone app. It connects to Google Ads, Facebook Ads, LinkedIn Ads, Google Analytics, Salesforce and HubSpot, and sends data to Looker Studio, Tableau, Power BI, Snowflake, BigQuery and Redshift. |
| Best for | call tracking for agencies and sales teams | tying ad spend to closed revenue |
The GPA is the average of the five grades: an A is 4 points, an F is none. The full reasons are on each tool's page: CTM and Ruler Analytics. How we grade
Price against what you get
CTM starts at $65 a month and scores 2.7 out of 4 on features, ease of use and platforms. Ruler Analytics starts at $360 a month and scores 2.7.
They score the same, and CTM starts $295 a month lower. Of the other marketing reporting and call tracking tools on the chart, 1 scores higher than CTM for less, and 1 scores higher than Ruler Analytics for less.
Features, ease of use and platforms, averaged
What paid plans start at, a month (each step along is roughly double) →
- The best score at each price
- Has a free plan
- No free plan
Where they differ
- CTM starts at $65 per month, billed yearly ($79 billed monthly), plus usage. Ruler Analytics starts at $360 per month for up to 10k visits, billed annually ($400 billed monthly).
- Only CTM lists iOS and Android apps.
- CTM also covers transcription, workflow automation and business phone line.
- Ruler Analytics also covers reports.
At a glance
| CTM | Ruler Analytics | |
|---|---|---|
| Pricing | Paid | Paid |
| Starts at | $65 per month, billed yearly ($79 billed monthly), plus usage | $360 per month for up to 10k visits, billed annually ($400 billed monthly) |
| Free plan | None | None |
| Free trial | None listed | None listed |
| Web | ||
| iOS | ||
| Android | ||
| Made by | CallTrackingMetrics, LLC | Ruler Analytics |
| Price read from | ctm.com | ruleranalytics.com |
| Checked | Oct 18, 2026 | Oct 18, 2026 |
Who each one suits
CTM
- Agencies tracking calls for many clients under their own brand
- Businesses that want to buy only the numbers and minutes they use
- Sales teams that want call tracking and a dialer in one tool
Ruler Analytics
- Lead-generation businesses whose sales close offline or by phone
- Marketing teams proving which campaigns bring CRM revenue, not just leads
- Brands weighing budget across channels with mix modelling
Worth knowing
CTM
- No numbers or minutes are included: in the US, local numbers are $2 a month and toll-free $3, with minutes at 4¢ local and 5.5¢ toll-free and texts at 1.6¢.
- Transcription is 2¢ a minute (Pro and up include 3,000 minutes), AskAI questions from 1¢ each, and VoiceAI 12¢ a minute after 60 free minutes per agent.
- Usage is paid from a prepaid balance on a credit card that refills itself when it runs low.
- Form tracking, sub-accounts, live phone and chat support and HIPAA features start with Marketing Pro.
Ruler Analytics
- Prices are indicative starting points, scaled by monthly site traffic, products and integrations; no free plan or free trial is shown, and buying starts with a demo.
- Data-driven and impression attribution start on Medium; mix modelling and the AI agent only on Advanced.
- Agency partner rates are available but not published.
Key features
CTM
- Call, text and form attribution
- Dynamic number insertion, number pools and multi-touch attribution tie calls, texts and, from Marketing Pro, form fills to their source.
- Recording and conversation intelligence
- Calls are recorded on every plan; tagging, scoring and keyword spotting mark conversions and send them back to ad platforms.
- AskAI and VoiceAI
- AskAI writes call summaries and answers custom prompts about conversations; VoiceAI answers calls and qualifies leads when staff are busy.
- Agency tools
- Sub-accounts per client, white-labeling, client sign-up pages, roll-up reports and price markups when billing clients.
- Routing and softphone
- IVR menus, geographic and if/then routing, queues and, on Sales Engage, a softphone, smart dialer and live coaching.
- Numbers in 80+ countries
- Plans and tracking numbers are offered in more than 80 countries, with free porting of existing numbers.
Ruler Analytics
- Multi-touch attribution
- First click, last click, linear, time decay and position-based models, plus data-driven and impression attribution from Medium.
- Call, form and chat tracking
- Dynamic call tracking or a third-party call tracker, form tools such as Calendly and Typeform, and live chat apps feed conversions into each journey.
- CRM revenue matching
- Connects to Salesforce, HubSpot, Dynamics 365, Pipedrive and others to follow leads through to closed revenue.
- Offline conversions back to ad platforms
- Records offline touch points such as sales calls and trade shows, and sends offline revenue back to the ad platforms.
- Marketing mix modelling
- The Advanced plan models ROAS for online and offline channels, shows diminishing returns and forecasts budget scenarios.
- BI and warehouse exports
- Sends data to Looker Studio, Tableau, Power BI and Whatagraph, and to Snowflake, BigQuery and Redshift.
Plans
CTM
Marketing Lite$65
per month, billed yearly ($79 billed monthly), plus usage
Unlimited users, call and text attribution, recording, forwarding and IVR, and Google Ads, GA4 and Data Studio integrations. No numbers or minutes included.
Marketing Pro$149
per month, billed yearly ($179 billed monthly), plus usage
25 sub-accounts and white-labeling, form tracking (5,000 a month), 3,000 transcribed minutes, AskAI analysis, triggers, the API, HIPAA tools and live support.
Sales Engage$274
per month, billed yearly ($329 billed monthly), plus usage
Adds a softphone, unlimited sub-accounts, VoiceAI, a smart dialer, skill-based routing, call scripts, live coaching and Salesforce, Zoom and Gong.
Enterprise$1,999
per month and up, billed yearly
Sold through sales: volume pricing, account management, up to 20 hours of professional services a year and premium technical support.
Ruler Analytics
Small$360
per month for up to 10k visits, billed annually ($400 billed monthly)
First-party tracking, integrations, multi-touch attribution, phone, email and chat support, a dedicated success manager and onboarding.
Medium$601
per month for up to 50k visits, billed annually ($668 billed monthly)
Adds advanced segmentation and data-driven and impression attribution.
Large$1,193
per month for up to 100k visits, billed annually ($1,326 monthly)
Medium's features for sites with up to 100,000 visits a month.
Advanced$1,800
per month and up for 100k+ visits, billed annually
Adds marketing mix modelling, a budget scenario planner and an AI analyst and media planner agent. $2,000 and up billed monthly.
Ways to pay less
CTM
- Annual discount
Up to 2 months free with yearly billing
Paying yearly, Marketing Lite is $65 a month instead of $79, Marketing Pro $149 instead of $179, and Sales Engage $274 instead of $329.
- Other savings
Up to 6 months free with 2-year prepay
Prepaying for 2 years brings Marketing Lite to $60 a month, Marketing Pro to $135 and Sales Engage to $247.
- Other savings
First month's plan fee waived
CTM says it always waives the first month's subscription fee on any plan; usage such as numbers and minutes is still billed.
Ruler Analytics
- Annual discount
Save 10% on annual deals
Annual billing takes about 10% off: Small is $360 a month instead of $400, and Medium $601 instead of $668.
