Ruler Analytics vs Wicked Reports in 2026: B2B CRM revenue attribution vs new-customer attribution for ecommerce ad spend
Ruler Analytics traces offline B2B sales cycles from ad click to closed-won CRM deal. Wicked Reports focuses on one narrower job for ecommerce brands: proving which ads bring genuinely new customers instead of recycling retargeting credit.
Ruler Analytics
Wicked Reports- Wicked Reports specifically separates new-customer conversions from repeat-purchase conversions, preventing retargeting campaigns from claiming inflated credit. Ruler Analytics has no equivalent new-vs-repeat customer distinction; its attribution model treats all CRM revenue the same way.
- Ruler Analytics matches offline conversions, including phone calls and trade show leads, to CRM deals. Wicked Reports is built around ecommerce cart platforms like Shopify and WooCommerce, with no equivalent phone-call or trade-show tracking.
- Wicked Reports' Attribution Time Machine matches sales to original ad clicks even weeks or months later. Ruler Analytics performs a similar long-cycle match but through CRM opportunity stages rather than a pure click-to-purchase time window.
- Both tools price by scale rather than a flat seat count: Ruler Analytics by monthly traffic volume starting at £269/month, Wicked Reports by annual revenue tier starting at $499/month.
- Wicked Reports' 5 Forces AI issues a weekly Scale, Chill, or Kill recommendation per campaign based on verified new-customer ROI. Ruler Analytics' AI Agent, on the Advanced plan, focuses on automated analysis and budget recommendations across a broader multi-touch model rather than a weekly per-campaign verdict.
- Ruler Analytics offers marketing mix modelling for channels without click data, such as TV or trade shows. Wicked Reports has no modelling layer for non-click channels; its entire model is built on first-party click tracking.
- For B2B teams with offline sales cycles, Ruler Analytics. For ecommerce brands needing accurate new-customer acquisition cost, Wicked Reports.
Ruler Analytics and Wicked Reports are both first-party attribution platforms, and both require a sales conversation or revenue-tier pricing rather than flat self-serve signup, but they are built for opposite ends of the buyer spectrum. Ruler is aimed at B2B and lead-generation businesses with offline sales cycles: phone calls, trade shows, and CRM deals that close months after the first touchpoint. Wicked Reports is aimed at ecommerce brands spending real budget on Meta and Google ads who suspect their platform-reported ROAS is inflated by retargeting campaigns claiming credit for repeat purchases. Ruler solves for "which channel and touchpoint led to this CRM deal." Wicked Reports solves for "is this ad actually acquiring new customers, or just harvesting people we already had."
The tools at a glance
Ruler Analytics
Unified marketing measurement platform that connects every customer touchpoint, online and offline, to real revenue in your CRM
Ruler Analytics is built for B2B and lead-generation businesses where the sales process happens partly offline: a phone call, a trade show conversation, weeks of back-and-forth in a CRM before a deal closes. It matches those offline conversions back to marketing touchpoints using six attribution models, then pulls closed-won revenue out of Salesforce, HubSpot, or Pipedrive to reattribute it correctly.
Where Ruler goes further is marketing mix modelling on the Advanced plan, estimating the influence of channels that never generate a trackable click, such as TV, out-of-home, or brand campaigns, plus a budget scenario planner using saturation curves for spend reallocation forecasting.
None of this is built for the specific ecommerce problem of separating new-customer credit from retargeting credit. Ruler treats CRM revenue as revenue; it has no mechanism for distinguishing a first-time buyer from a repeat purchaser the way an ecommerce-specific tool would.
| Feature | Small From £269/month | Medium From £449/month | Large From £899/month | Advanced From £1,349/month |
|---|---|---|---|---|
| Offline conversion / CRM revenue matching | Yes | Yes | Yes | Yes |
| Marketing mix modelling | No | No | No | Yes |
| New vs repeat customer attribution | No | No | No | No |
| AI Agent (Analyst and Media Planner) | No | No | No | Yes |
| Dedicated CS manager | Yes | Yes | Yes | Yes |
Wicked Reports
First-party attribution that shows which ads bring new customers, not just clicks.
Wicked Reports focuses on a single, sharply defined problem for ecommerce brands: platform-reported ROAS is inflated because retargeting campaigns get credit for purchases from customers who already existed. Wicked separates first-time buyer conversions from repeat purchases at the attribution level, and its Attribution Time Machine matches sales back to the original ad click regardless of how long ago it happened, useful for higher-consideration products with extended decision cycles.
The weekly 5 Forces AI analysis classifies every campaign as Scale, Chill, or Kill based on verified new-customer ROI, replacing manual dashboard audits with a prioritized action list. Advanced Signal sends that same clean new-customer data back to Meta via CAPI, retraining the ad algorithm to find more genuine new buyers rather than repeat purchasers, and it is iOS-proof by design since it works server-side.
The catch is that 5 Forces AI and Advanced Signal are $199/month add-ons on the lower Measure and Scale tiers, only included by default on the $999/month Maximize plan. Pricing scales with annual revenue starting from $499/month, and the whole product is built around ecommerce cart platforms; it has no meaningful fit for B2B or lead-gen businesses.
| Feature | Measure $499/month | Scale $699/month | Maximize $999/month | Enterprise From $4,999/month |
|---|---|---|---|---|
| New customer attribution | Yes | Yes | Yes | Yes |
| Attribution Time Machine | Yes | Yes | Yes | Yes |
| 5 Forces AI (weekly budget AI) | Add-on +$199/mo | Add-on +$199/mo | Yes | Yes |
| Advanced Signal Meta CAPI | Add-on +$199/mo | Add-on +$199/mo | Yes | Yes |
| API integrations | No | Yes | Yes | Yes |
| Dedicated servers / custom SLA | No | No | No | Yes |
Head-to-head feature comparison
| Feature | Ruler Analytics | Wicked Reports |
|---|---|---|
| Core focus | B2B marketing measurement and CRM revenue attribution | Ecommerce new-customer attribution |
| Offline / phone / trade show attribution | Yes | No |
| New vs repeat customer attribution | No | Yes |
| Time-delayed / long sales-cycle matching | Yes (via CRM opportunity stages) | Yes (Attribution Time Machine) |
| Marketing mix modelling | Yes (Advanced plan) | No |
| Weekly automated budget recommendation | No | Yes (5 Forces AI, add-on or Maximize+) |
| Meta CAPI signal feedback | No | Yes (Advanced Signal, add-on or Maximize+) |
| Self-serve signup | No | No |
| Pricing basis | Monthly traffic volume | Annual revenue tier |
| Starting price | £269/mo (demo required) | $499/mo |
Which should you choose?
Ruler AnalyticsWicked ReportsRuler AnalyticsWicked ReportsWicked ReportsRuler AnalyticsBoth tools are first-party attribution platforms with revenue-scaled, demo-adjacent pricing, but they were built to answer different questions for different buyers. Ruler Analytics answers "which touchpoint, across a long B2B sales cycle involving calls and trade shows, led to this CRM deal." Wicked Reports answers "is this specific ad bringing a genuinely new customer, or just claiming credit for someone we already had." An ecommerce brand evaluating Ruler will find no new-vs-repeat customer distinction; a B2B lead-gen business evaluating Wicked Reports will find no offline conversion tracking at all.
Bottom line
Book the Ruler Analytics demo if your sales process runs through a CRM with offline touchpoints like calls and trade shows. Go with Wicked Reports if you run an ecommerce brand spending real budget on Meta and Google and suspect your reported ROAS is inflated by retargeting; budget for the Maximize plan at $999/month if 5 Forces AI and Advanced Signal are the reason you are evaluating it, since both are costly add-ons below that tier.
Frequently asked questions
Can Wicked Reports replace Ruler Analytics for a B2B company?
No. Wicked Reports is built around ecommerce cart platforms like Shopify and WooCommerce and has no mechanism for matching phone calls, trade show leads, or CRM opportunity stages back to marketing touchpoints. Ruler Analytics is purpose-built for exactly that offline-to-CRM matching, which Wicked Reports does not attempt.
Does Ruler Analytics separate new customers from repeat buyers the way Wicked Reports does?
No. Ruler Analytics attributes CRM revenue to marketing touchpoints but does not distinguish first-time buyers from repeat purchasers within that revenue. Wicked Reports' core differentiator is exactly that separation, filtering out retargeting credit inflated by existing customers, a problem Ruler Analytics does not address.
Why are 5 Forces AI and Advanced Signal extra costs on Wicked Reports' lower plans?
On the Measure and Scale plans, both features are $199/month add-ons each. They come included by default only on the Maximize plan at $999/month and above. Brands evaluating Wicked Reports specifically for the weekly Scale/Chill/Kill budget recommendation or Meta CAPI signal feedback should budget for Maximize rather than assuming those features come with the entry-level Measure tier.
How does pricing scale for each tool?
Ruler Analytics scales by monthly website traffic volume, starting from £269 per month and requiring a demo before a quote is confirmed. Wicked Reports scales by annual company revenue tier, starting from $499 per month for businesses in the $0 to $2.5M range, with Enterprise starting at $4,999 per month for high-volume advertisers.
Is either tool a fit for a business that is both B2B and ecommerce?
Neither tool covers both cleanly. Ruler Analytics supports ecommerce platforms like Shopify but is most differentiated for B2B offline sales cycles. Wicked Reports is explicitly ecommerce-focused and states it is a poor fit for B2B or lead-gen businesses. A hybrid business would likely need to evaluate which revenue stream, B2B or ecommerce, is the larger measurement priority before picking either tool.