> Ruler Analytics cookies, ePrivacy consent, dynamic number insertion and marketing attribution compliance explained for European marketers and DPOs. > > Canonical: https://www.flowconsent.com/en/services/analytics/ruler-analytics 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. [Block Ruler Analytics until consent](https://app.flowconsent.com/auth/sign-up?utm_source=flowconsent.com\&utm_medium=referral\&utm_campaign=analytics) · [Scan my site](https://www.flowconsent.com/en/scan) At a glance - Category [Analytics](https://www.flowconsent.com/en/services/analytics) - Consent Analytics - Prior consent Required - Documented cookies 4 - Third-party domains 3 - Servers United Kingdom (vendor based in Liverpool, UK; data hosted in the UK and EU) 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) | Name | Type | Duration | Purpose | | --------------------- | ------------ | --------- | --------------------------------------------------------------------------------------------------------------------------- | | ruler\_session\_uuid | first\_party | session | Session identifier used to correlate events from the current visit and to attribute conversions to the originating session. | | ruler\_visitor\_id | first\_party | 12 months | Cross session visitor identifier that links repeat visits, form fills and phone calls to the same lead profile. | | ruler\_referrer\_data | first\_party | 12 months | Stores the original UTM parameters and referrer for the visitor for downstream marketing attribution. | | ruler\_dni\_number | first\_party | session | Stores 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 Can't find your question? Write to us, we answer fast. [Write to us](https://www.flowconsent.com/en/demo) ### 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. Same category ## More services: Analytics [See the whole category](https://www.flowconsent.com/en/services/analytics) ### [Zeotap](https://www.flowconsent.com/en/services/analytics/zeotap) [Zeotap is an analytics and measurement platform providing deep insights into digital ecosystem performance. It tracks user interactions, measures campaign effectiveness, and identifies optimization opportunities across web and mobile. Zeotap offers customizable dashboards, automated alerts, and data export capabilities. By transforming raw data into actionable intelligence, Zeotap empowers organizations to optimize strategy and maximize return on investment.](https://www.flowconsent.com/en/services/analytics/zeotap) [Analytics](https://www.flowconsent.com/en/services/analytics/zeotap) · ### [Noibu](https://www.flowconsent.com/en/services/analytics/noibu) [Noibu is a foundational web service that powers critical website functions and digital experiences. It provides reliable infrastructure, seamless integration capabilities, and consistent performance across all devices and browsers. Noibu supports modern development practices and scales with growing business needs. With a focus on stability and compatibility, Noibu ensures your website delivers a smooth, uninterrupted experience to every visitor and search engine crawler.](https://www.flowconsent.com/en/services/analytics/noibu) [Analytics](https://www.flowconsent.com/en/services/analytics/noibu) · ### [Swetrix](https://www.flowconsent.com/en/services/analytics/swetrix) [Swetrix is an analytics and measurement platform providing deep insights into digital ecosystem performance. It tracks user interactions, measures campaign effectiveness, and identifies optimization opportunities across web and mobile. Swetrix offers customizable dashboards, automated alerts, and data export capabilities. By transforming raw data into actionable intelligence, Swetrix empowers organizations to optimize strategy and maximize return on investment.](https://www.flowconsent.com/en/services/analytics/swetrix) [Analytics](https://www.flowconsent.com/en/services/analytics/swetrix) · ### [Moostik](https://www.flowconsent.com/en/services/analytics/moostik) [Moostik is an analytics and measurement platform providing deep insights into digital ecosystem performance. It tracks user interactions, measures campaign effectiveness, and identifies optimization opportunities across web and mobile. Moostik offers customizable dashboards, automated alerts, and data export capabilities. By transforming raw data into actionable intelligence, Moostik empowers organizations to optimize strategy and maximize return on investment.](https://www.flowconsent.com/en/services/analytics/moostik) [Analytics](https://www.flowconsent.com/en/services/analytics/moostik) · ### [Amazon CloudWatch RUM](https://www.flowconsent.com/en/services/analytics/amazon-cloudwatch-rum) [Amazon CloudWatch RUM is a marketing platform that equips businesses with tools to amplify their digital presence and drive customer acquisition. It supports audience segmentation, campaign automation, and cross-channel engagement. Amazon CloudWatch RUM provides real-time analytics and reporting dashboards for performance measurement and strategy optimization. By combining data intelligence with marketing execution, Amazon CloudWatch RUM helps deliver the right message to the right audience at the right time.](https://www.flowconsent.com/en/services/analytics/amazon-cloudwatch-rum) [Analytics](https://www.flowconsent.com/en/services/analytics/amazon-cloudwatch-rum) · ### [Jarvis Analytics](https://www.flowconsent.com/en/services/analytics/jarvis-analytics) [Jarvis Analytics is a digital analytics solution that helps businesses measure and understand their online performance through comprehensive data collection and analysis. It provides visitor tracking, behavioral insights, and conversion metrics across websites and applications. Jarvis Analytics supports custom event tracking, audience segmentation, and automated reporting. With intuitive dashboards and visualization tools, Jarvis Analytics enables informed decisions that improve experience and drive results.](https://www.flowconsent.com/en/services/analytics/jarvis-analytics) [Analytics](https://www.flowconsent.com/en/services/analytics/jarvis-analytics) ## Make your site compliant today. Free up to 25,000 sessions a month. No credit card, no commitment. [Create my banner](https://app.flowconsent.com/auth/sign-up?utm_source=flowconsent.com\&utm_medium=referral\&utm_campaign=general) · [Scan my site](https://www.flowconsent.com/en/scan)