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Analytics

Ruler Analytics

Analytics

Ruler Analytics is a UK marketing attribution and call tracking platform that links phone calls, form fills and live chats to marketing campaigns; it sets behavioural cookies and requires prior GDPR consent.

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Overview

What does Ruler Analytics do?

What is Ruler Analytics

Ruler Analytics is a UK based marketing attribution and call tracking platform headquartered in Liverpool. It connects website browsing, form fills, live chat and phone calls to the marketing channel that drove the visitor, then pushes that data to CRM and advertising tools for offline conversion tracking. Ruler combines a website tag, dynamic phone number insertion, server side event collection and integrations with Salesforce, HubSpot, Google Ads and Meta. Because the platform writes identifiers to the browser and processes phone numbers and call recordings, it falls within GDPR and ePrivacy.

What data and cookies does Ruler Analytics collect

The Ruler tag stores first party cookies such as ruler_session_uuid (session identifier), ruler_visitor_id (cross session identifier) and ruler_referrer_data (UTM and referrer attribution). The platform receives the visitor IP, user agent, referrer, the URL of each page, on site events (form submissions, scroll, button clicks), the dynamically inserted phone number, the call duration, the call recording (when enabled) and any value pushed by the CRM integration such as lead status, deal stage and revenue.

GDPR and ePrivacy implications

Ruler identifiers are not strictly necessary for the website to function: they support marketing attribution and analytics. Article 5(3) of the ePrivacy Directive (UK PECR) requires prior consent before any such cookie is set or read. The ICO has issued specific guidance on call tracking emphasising that recordings constitute personal data and that consent or transparent legitimate interest grounds must be aligned with notice to both callers and call recipients. The matching legal basis under Article 6(1)(a) GDPR is consent.

Data hosting and transfers

Ruler Analytics primarily hosts data in the UK and the EU, which simplifies transfer concerns within the EEA and UK adequacy framework. However, when integrations push data to US tools (Salesforce, HubSpot, Google Ads, Meta), an onward transfer occurs that must be governed by Standard Contractual Clauses, EU US Data Privacy Framework certification of the recipient when applicable, and a transfer impact assessment.

Practical compliance steps

Block the Ruler script and dynamic number insertion in your CMP until consent. Map the service under analytics or marketing attribution, never strictly necessary. For call recording, play a clear announcement at the start of each call, disable recording for sensitive verticals and define a strict retention period. Document Ruler in your record of processing activities, run a DPIA, sign SCCs for downstream US tools, and align retention rules between the website tag, the call data and the CRM record.

Compliance

Ruler Analytics and the GDPR

Ruler Analytics is classified as “Analytics”. On a site that targets European visitors, it must only load after the visitor consents, and it must be listed in your cookie policy.

Legal basis
Article 6(1)(a) GDPR (consent) for marketing attribution cookies and call tracking. Article 5(3) ePrivacy Directive (UK PECR) requires prior consent for non essential identifiers.
Risk level
high
Applicable regulations
UK GDPR, EU GDPR, ePrivacy Directive (Article 5(3)), UK PECR, CNIL France, BfDI Germany, AEPD Spain, ICO UK guidance on call tracking and marketing attribution

Impact assessment (DPIA)

High risk DPIA recommended due to systematic profiling of leads across marketing channels, call recording, dynamic number insertion, large scale data linking with CRM and advertising accounts.

Sample text for your banner

We use Ruler Analytics (marketing attribution and call tracking, UK vendor) which sets identifiers on your device and processes browsing, form and call data to attribute conversions. Without your consent these identifiers are not set or read.
Cookies and trackers

What Ruler Analytics sets and contacts

Tracking method
JavaScript tag, first party cookies, server side call tracking, dynamic phone number insertion, CRM and ad platform integrations
Server location
United Kingdom (vendor based in Liverpool, UK; data hosted in the UK and EU)

Cookies set (4)

NameTypeDurationPurpose
ruler_session_uuidfirst_partysessionSession identifier used to correlate events from the current visit and to attribute conversions to the originating session.
ruler_visitor_idfirst_party12 monthsCross session visitor identifier that links repeat visits, form fills and phone calls to the same lead profile.
ruler_referrer_datafirst_party12 monthsStores the original UTM parameters and referrer for the visitor for downstream marketing attribution.
ruler_dni_numberfirst_partysessionStores the dynamically inserted phone number assigned to the current visit for accurate call to source attribution.

Third-party domains contacted (3)

  • ruleranalytics.com
  • cdn.ruleranalytics.com
  • app.ruleranalytics.com
Questions

Frequently asked questions about Ruler Analytics

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Which cookies does Ruler Analytics set?

Ruler writes first party cookies such as ruler_session_uuid (session identifier), ruler_visitor_id (cross session visitor identifier) and ruler_referrer_data (UTM and referrer attribution). The dynamic number insertion module also stores the displayed phone number for the visit duration.

Is consent required to use Ruler Analytics in the EU?

Yes. Ruler is used for marketing attribution, analytics and call tracking, none of which are strictly necessary for the website. Article 5(3) of the ePrivacy Directive and UK PECR require prior, freely given, specific and informed consent collected through a CMP that blocks the script before load.

What is the legal basis for processing through Ruler?

Article 6(1)(a) GDPR (consent) is the appropriate basis for the website cookies and for call recording. Article 6(1)(f) (legitimate interest) cannot bypass the ePrivacy consent requirement, but may support back office analytics once consent has been collected and call announcements have been made.

Does Ruler Analytics transfer data outside the UK and EU?

Ruler primarily hosts data in the UK and EU, which simplifies transfers within the EEA and the UK adequacy framework. Onward transfers happen when CRM or advertising integrations push data to US tools, which require Standard Contractual Clauses, DPF certification of the recipient when applicable, and a transfer impact assessment.

Do I need a DPIA for Ruler Analytics?

A DPIA is recommended at typical commercial scale because the processing involves systematic profiling of leads, call recording, dynamic number insertion and large scale linking with CRM and advertising data, all of which trigger high risk indicators in WP29, EDPB and ICO guidance.

How do I implement Ruler Analytics in a GDPR compliant way?

Block the Ruler tag and dynamic number insertion in your CMP until consent. Map the service under analytics or marketing attribution, never strictly necessary. Play a clear announcement at the start of each call, set a strict recording retention period, document Ruler in your record of processing activities, run a DPIA and sign SCCs for downstream US tools.

Are there alternatives to Ruler Analytics?

European alternatives for marketing attribution and call tracking include CallTrackingMetrics EU, Mediahawk, Phonexa EU, Matomo (with the Marketing Campaigns plugin) and Piwik PRO Attribution. Selection depends on call routing requirements, EU residency and CRM connector breadth.

How should I update my cookie policy for Ruler Analytics?

Disclose the Ruler cookies (ruler_session_uuid, ruler_visitor_id, ruler_referrer_data), state the marketing attribution and call tracking purpose, mention the data processed (browsing events, form submissions, phone numbers, call recordings, CRM payload), name Ruler Analytics as UK processor and link to the consent withdrawal mechanism.

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