Heap vs Ruler Analytics in 2026: In-product behavior analytics vs marketing revenue attribution
One autocaptures everything a user does inside your product. The other closes the loop between marketing touchpoints and revenue that closes in a CRM months later.
Heap
Ruler Analytics- Heap autocaptures product interactions from a single script tag. Ruler Analytics tracks marketing touchpoints and matches them to CRM revenue, including offline conversions like phone calls.
- Ruler Analytics has no free tier and no self-serve signup; every plan starts at a demo call and from £269 per month. Heap has a free tier capped at 10,000 monthly sessions.
- Ruler's marketing mix modelling estimates revenue contribution from channels that never produce a trackable click, like TV or trade shows. Heap has no equivalent because it only measures in-product behavior.
- Heap Illuminate automatically surfaces which user behaviors correlate with conversion or retention inside a product. Ruler's AI Agent layer, available on the Advanced plan, automates budget recommendations across marketing channels.
- Ruler integrates with 1,000+ apps spanning ad platforms, CRMs, and BI tools. Heap has 100+ integrations focused on the modern product and data stack.
- Both companies require a sales conversation for most paid tiers: Heap for Growth, Pro, and Premier; Ruler for every single tier including its entry-level Small plan.
Heap and Ruler Analytics rarely compete for the same budget line because they answer different questions for different teams. Heap autocaptures every click and pageview inside your product so product and growth teams can build funnels and journeys without planning event tracking in advance. Ruler Analytics connects marketing touchpoints, including phone calls and trade shows, to closed-won revenue inside a CRM like Salesforce or HubSpot, which is the problem B2B demand generation teams have that product analytics tools were never built to solve. The comparison matters when a company is deciding which analytics gap to fill first: understanding in-product behavior, or proving which marketing channels actually produce revenue.
The tools at a glance
Heap
Autocapture product analytics that records every user interaction automatically, so you never miss data from before you knew what to track.
Heap records every click, pageview, and form interaction inside a product from a single script tag, with no event planning required upfront. Product and growth teams use it to build funnels and journey maps retroactively, meaning behavior from before a feature launched can still answer today's question.
Heap Illuminate applies automated analysis across the full behavioral dataset to surface which user actions correlate most strongly with conversion or churn, without requiring an analyst to hypothesize first. Sense Chat, added after the Contentsquare acquisition, lets non-technical product managers ask questions in plain language.
Heap has nothing to say about where marketing spend goes or how it maps to closed revenue. It measures what happens once a visitor is already inside the product, not which campaign brought them there or whether a deal eventually closed in a CRM.
| Feature | Free $0 | Growth Contact sales | Pro Contact sales | Premier Contact sales |
|---|---|---|---|---|
| Monthly sessions | Up to 10k | Custom | Custom | Custom |
| Autocapture and retroactive events | Yes | Yes | Yes | Yes |
| Sense AI assistant | No | Yes | Yes | Yes |
| Data warehouse sync (Heap Connect) | No | No | Add-on | Yes |
| CRM revenue attribution | No | No | No | No |
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 marketing touchpoints and offline revenue for B2B and lead-generation businesses. It tracks phone calls, form fills, live chat, and trade show leads, then matches them to closed-won deals in a CRM like Salesforce or HubSpot, solving the problem that most marketing tools go dark the moment a lead enters a sales pipeline.
The platform layers multi-touch attribution across six models with marketing mix modelling for channels that never produce a trackable click, such as TV or brand campaigns. The 2026 AI Agent layer on the Advanced plan automates routine budget analysis and media planning recommendations.
Ruler has no product analytics capability. It does not track what a user does once they land on a page or sign up for a trial; it tracks which channel and touchpoint brought them there and whether that eventually turned into revenue. Every plan requires booking a demo, and there is no free tier or trial.
| 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 | Yes | Yes | Yes | Yes |
| Data-driven and impression attribution | No | Yes | Yes | Yes |
| Marketing mix modelling | No | No | No | Yes |
| AI Agent (Analyst and Media Planner) | No | No | No | Yes |
Head-to-head feature comparison
| Feature | Heap | Ruler Analytics |
|---|---|---|
| Primary use case | Product behavior analytics | Marketing measurement and revenue attribution |
| In-product behavioral tracking | Yes, full autocapture | No |
| Marketing channel attribution | No | Yes, six MTA models |
| Offline / CRM revenue matching | No | Yes (calls, form fills, trade shows, CRM stages) |
| AI-assisted analysis | Yes (Sense Chat, Illuminate) | Yes (AI Agent on Advanced plan) |
| Marketing mix modelling | No | Yes (Advanced tier) |
| Self-serve signup | Yes (free tier) | No, demo required for every plan |
| Free tier | Yes (capped at 10k sessions/mo) | No |
| API access | No | Not published |
| White-label delivery | No | No dedicated white-label tier mentioned |
| Starting price | Contact sales (Growth tier and above) | From £269/month |
Which should you choose?
HeapRuler AnalyticsHeapRuler AnalyticsHeapRuler AnalyticsThese tools sit on opposite sides of the customer journey rather than competing directly. Heap explains what happens after someone is already using your product. Ruler Analytics explains which marketing touchpoint got them there and whether it eventually turned into revenue, even if that took months and happened through a phone call rather than a form fill. A company running both would use Heap to fix in-product friction and Ruler to decide where marketing budget should go next, and neither one substitutes for the other.
Bottom line
Start with Heap's free tier if the open question is why users behave the way they do once inside your product. Book a Ruler Analytics demo if the open question is which marketing channels are actually driving revenue that closes offline or in a CRM weeks later. B2B teams running both a product and a demand generation motion often end up needing both tools rather than choosing one, since they measure genuinely different halves of the customer journey.
Frequently asked questions
Is Heap a marketing attribution tool like Ruler Analytics?
No. Heap measures what a user does once they are already inside a product, such as clicking through a signup flow or hitting a feature for the first time. It does not track which marketing channel or campaign brought that visitor to the site, and it has no CRM revenue matching capability. Ruler Analytics is built specifically for that marketing-to-revenue attribution problem.
Does Ruler Analytics offer a free trial like Heap?
No. Ruler Analytics has no free tier or trial; every plan starts with a booked demo call and pricing from £269 per month depending on traffic volume. Heap offers a genuine free tier capped at 10,000 monthly sessions and 6 months of data history, which makes it far easier to evaluate without a sales conversation.
Can Ruler Analytics track phone calls and offline conversions?
Yes, this is one of Ruler's core differentiators. Dynamic call tracking matches inbound phone calls to the marketing touchpoints in a visitor's session history, and the same matching applies to trade show leads, live chat sessions, and CRM opportunity stages. Heap has no equivalent feature since it only measures in-product behavior, not marketing touchpoints or offline conversions.
Which tool is better for a B2B company with a long sales cycle?
Ruler Analytics is purpose-built for exactly this scenario, since it connects early marketing touchpoints to deals that close in a CRM months later, something last-click web analytics cannot do. Heap is still useful alongside it for understanding what prospects do once they reach a product trial or demo request page, but it does not solve the attribution problem on its own.
Do Heap and Ruler Analytics integrate with each other?
There is no direct native integration listed between the two platforms. Heap can sync behavioral event data to a data warehouse via Heap Connect, and Ruler integrates with over 1,000 applications including CRMs and data warehouses, so a warehouse-level join is technically possible but would require custom setup rather than an out-of-the-box connector.