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Marketing · head to head

CleverTap vs Ruler Analytics

CleverTap logo

CleverTap

Marketing

Mobile-first engagement and retention analytics billed on monthly active users

From
On request
Rated
-
Full reviewWebsite
Ruler Analytics logo

Ruler Analytics

Marketing

Closed-loop marketing attribution

From
£299/month
Rated
-
Full reviewWebsite

The short version

  • Each has a real cost: CleverTap the platform assumes the mobile app is the main surface, so teams whose lifecycle runs mostly through the browser or through long B2B email sequences pay for capability they will not use.; Ruler Analytics no free plan or trial available, requiring custom quote for pricing
  • They diverge on capability: CleverTap covers Cross-channel journeys, Ruler Analytics covers Multi-touch attribution.
  • Prices and features above were last checked on 31 August 2026.

Where they differ

Only the attributes on which CleverTap and Ruler Analytics actually diverge.

Attributes where CleverTap and Ruler Analytics differ
AttributeCleverTapRuler Analytics
Starting priceOn request£299/month
Pricing modelquoteUnknown
PlatformsWeb, iOS, Android, REST APIWeb
FoundedUnknown2012

Identical on both: free tier (No), user rating (Not yet rated), category (Marketing).

What each one covers

Drawn from each product's published feature list. An absence here means we hold no record of it - not that the product lacks it.

Only in CleverTap

  • Cross-channel journeys
  • Product analytics
  • TesseractDB
  • Clever.AI
  • Experiments
  • Web and app personalisation

Only in Ruler Analytics

  • Multi-touch attribution
  • Call tracking
  • Form tracking
  • Revenue attribution
  • Customer journey tracking
  • CRM integration
  • Marketing ROI
  • Custom reporting

What people use each for

The jobs each tool is most often brought in to do.

CleverTap

  • A consumer app with millions of installs but low monthly activity that does not want to pay for dormant profilesnot Ruler Analytics
  • Reactivating lapsed users with push and WhatsApp sequences triggered by behaviour rather than by list membershipnot Ruler Analytics
  • Running holdout tests to prove that lifecycle messaging causes retention rather than correlating with itnot Ruler Analytics
  • Consolidating a separate analytics tool and a separate messaging tool into a single event pipelinenot Ruler Analytics

Ruler Analytics

  • Marketing attributionnot CleverTap
  • ROI measurementnot CleverTap
  • Lead trackingnot CleverTap
  • Revenue attributionnot CleverTap

Where each one falls short

Documented limitations, not opinions. Every one is a constraint you would hit in normal use.

CleverTap

  • The platform assumes the mobile app is the main surface, so teams whose lifecycle runs mostly through the browser or through long B2B email sequences pay for capability they will not use.
  • Billing on monthly active users is cheaper for dormant-heavy bases but more expensive for products with high activity rates, and the definition of an active user is set in the contract rather than by you.
  • Event volume caps sit alongside the user caps, so a chatty instrumentation plan can trigger overage charges that are negotiated rather than published.
  • Deliverability support for email is thinner than at dedicated email providers, and teams sending high email volumes often keep a separate ESP for the largest campaigns.
  • Segmentation quality depends entirely on the event taxonomy, so without an owner who governs event naming the reports and segments diverge from reality within a couple of releases.

Ruler Analytics

  • No free plan or trial available, requiring custom quote for pricing
  • Advanced features like marketing mix modeling only available on Advanced plan at 1,499 GBP per month
  • Pricing scales with monthly traffic volume, making costs unpredictable
  • Setup requires manual integration with CRM and data sources

Pricing, plan by plan

CleverTap

On request
  • Essentials$undefined/year
    • Billed on monthly active users rather than stored profiles
    • Push, in-app and web messaging
    • Standard segmentation and analytics
  • Advanced$undefined/year
    • Adds email, SMS and WhatsApp channels
    • Journey orchestration and experiments
    • Higher event and MAU allowances
  • Cutting Edge$undefined/year
    • Full AI and personalisation modules
    • Extended data retention
    • Dedicated technical account management

Ruler Analytics

£299/month
  • Small$299/month
    • Up to 10,000 monthly visits
    • Form tracking
    • Call tracking
  • Medium$499/month
    • Up to 50,000 monthly visits
    • Data-driven attribution
    • Segmentation
  • Advanced$1499/month
    • 100k+ monthly visits
    • Marketing mix modeling
    • AI agents for analytics

Which should you pick?

Choose CleverTap if

  • You need cross-channel journeys.
  • You work on Web, iOS, Android, REST API.
  • You also want product analytics.
CleverTap review

Choose Ruler Analytics if

  • You need multi-touch attribution.
  • You also want call tracking.
Ruler Analytics review

Questions people ask

Is CleverTap or Ruler Analytics better?
Neither clearly leads. CleverTap starts at On request and Ruler Analytics at £299/month, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, CleverTap or Ruler Analytics?
CleverTap starts at On request and Ruler Analytics at £299/month.
Does CleverTap or Ruler Analytics run on more platforms?
CleverTap runs on Web, iOS, Android, REST API. Ruler Analytics runs on Web.
What is CleverTap best used for?
CleverTap is most often used for a consumer app with millions of installs but low monthly activity that does not want to pay for dormant profiles, reactivating lapsed users with push and whatsapp sequences triggered by behaviour rather than by list membership, running holdout tests to prove that lifecycle messaging causes retention rather than correlating with it, consolidating a separate analytics tool and a separate messaging tool into a single event pipeline. Of those, a consumer app with millions of installs but low monthly activity that does not want to pay for dormant profiles and reactivating lapsed users with push and whatsapp sequences triggered by behaviour rather than by list membership are not what Ruler Analytics is typically brought in for.
What can CleverTap do that Ruler Analytics cannot?
CleverTap covers Cross-channel journeys, Product analytics, TesseractDB, Clever.AI. Ruler Analytics covers Multi-touch attribution, Call tracking, Form tracking, Revenue attribution.

Answered from the vendors’ own pages

CleverTap: Does CleverTap charge for users who stopped opening the app?

No. Billing is on monthly active users, so a dormant account stops counting without you deleting anything, which is the opposite of contact-based email pricing.

Ruler Analytics: What does Ruler Analytics track?

Ruler Analytics tracks forms, calls, live chat, offline conversions, and CRM data to connect marketing activity directly to revenue outcomes.

Source
CleverTap: Can it replace a product analytics tool?

For funnels, cohorts and retention it usually can. For exploratory analysis across many custom properties, teams tend to keep a warehouse copy and query it directly.

Ruler Analytics: Does Ruler Analytics offer a free plan?

No, Ruler Analytics does not offer a free plan. Pricing starts at 299 GBP per month for the Small plan supporting up to 10,000 monthly website visits.

Source
CleverTap: What happened to Leanplum customers?

CleverTap acquired Leanplum in 2022 and migrated customers onto its own platform, so Leanplum contracts are not a live option.

Ruler Analytics: What attribution models does Ruler Analytics support?

Ruler supports multi-touch attribution, data-driven attribution, impression attribution, and marketing mix modeling for measuring campaign ROI across channels.

Source
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