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Surveys · head to head

Device Magic vs Ruler Analytics

Device Magic logo

Device Magic

Surveys

Offline mobile forms for field crews, quote-only with a three user minimum, now under GoCanvas

From
On request
Free plan
No
Full reviewWebsite
Ruler Analytics logo

Ruler Analytics

Marketing

Closed-loop marketing attribution

From
£299/month
Free plan
No
Full reviewWebsite

The short version

  • Each has a real cost: Device Magic neither plan publishes a price and both carry a three user minimum billed annually, so a two-person business cannot buy it at all and a small firm cannot benchmark the quote against published competitors; Ruler Analytics no free plan or trial available, requiring custom quote for pricing
  • They diverge on capability: Device Magic covers Fully offline capture, Ruler Analytics covers Multi-touch attribution.
  • Prices and features above were last checked on 1 September 2026.

Where they differ

Only the attributes on which Device Magic and Ruler Analytics actually diverge.

Attributes where Device Magic and Ruler Analytics differ
AttributeDevice MagicRuler Analytics
Starting priceOn request£299/month
Pricing modelquoteUnknown
PlatformsiOS, Android, WebWeb
CategorySurveysMarketing
FoundedUnknown2012

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

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 Device Magic

  • Fully offline capture
  • Formatted PDF output
  • Destinations
  • Dispatch and scheduling
  • Resource data
  • Conditional logic
  • White labelling

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.

Device Magic

  • A mechanical contractor whose service certificates must reach the customer as a specific PDF layout immediately after the visitnot Ruler Analytics
  • An inspection crew working in basements and rural sites where there is no signal for most of the working daynot Ruler Analytics
  • A utility that needs the day's jobs dispatched to named engineers with the right form attached to each onenot Ruler Analytics
  • A business replacing carbon-copy job sheets where the office currently re-keys every sheet into an accounting systemnot Ruler Analytics

Ruler Analytics

  • Marketing attributionnot Device Magic
  • ROI measurementnot Device Magic
  • Lead trackingnot Device Magic
  • Revenue attributionnot Device Magic

Where each one falls short

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

Device Magic

  • Neither plan publishes a price and both carry a three user minimum billed annually, so a two-person business cannot buy it at all and a small firm cannot benchmark the quote against published competitors
  • Device Magic is now part of GoCanvas, which sells an overlapping mobile forms product, so buyers should ask directly about long-term investment in Device Magic before signing a multi-year term
  • Per user per month pricing means seasonal and occasional field staff consume full seats, and businesses with a large casual crew pay for licences that are used a few weeks a year
  • It captures and delivers data but does not manage the work itself, so there is no job costing, no scheduling depth and no invoicing, and it usually sits alongside a field service management system rather than replacing one
  • PDF layout control is the main reason to buy it and is also the most fiddly part of the product; complex certificate layouts take real configuration effort and are not something a field supervisor will maintain

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

Device Magic

On request
  • Max$undefined/month
    • Per user per month, billed annually
    • Three user minimum
    • Unlimited forms and submissions
  • Enterprise$undefined/month
    • Per user per month, billed annually
    • Three user minimum
    • Everything in Max

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 Device Magic if

  • You need fully offline capture.
  • You work on iOS, Android, Web.
  • You also want formatted pdf output.
Device Magic review

Choose Ruler Analytics if

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

Questions people ask

Is Device Magic or Ruler Analytics better?
Neither clearly leads. Device Magic 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, Device Magic or Ruler Analytics?
Device Magic starts at On request and Ruler Analytics at £299/month.
Does Device Magic or Ruler Analytics run on more platforms?
Device Magic runs on iOS, Android, Web. Ruler Analytics runs on Web.
What is Device Magic best used for?
Device Magic is most often used for a mechanical contractor whose service certificates must reach the customer as a specific pdf layout immediately after the visit, an inspection crew working in basements and rural sites where there is no signal for most of the working day, a utility that needs the day's jobs dispatched to named engineers with the right form attached to each one, a business replacing carbon-copy job sheets where the office currently re-keys every sheet into an accounting system. Of those, a mechanical contractor whose service certificates must reach the customer as a specific pdf layout immediately after the visit and an inspection crew working in basements and rural sites where there is no signal for most of the working day are not what Ruler Analytics is typically brought in for.
What can Device Magic do that Ruler Analytics cannot?
Device Magic covers Fully offline capture, Formatted PDF output, Destinations, Dispatch and scheduling. Ruler Analytics covers Multi-touch attribution, Call tracking, Form tracking, Revenue attribution.

Answered from the vendors’ own pages

Device Magic: What does Device Magic cost?

It does not publish prices. Both the Max and Enterprise plans are per user per month billed annually with a three user minimum, and you get a figure from sales.

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
Device Magic: Who owns Device Magic?

It is part of GoCanvas, which also sells a competing mobile forms product.

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
Device Magic: Does it work with no signal?

Yes, that is the main use case. Forms and reference data are held on the device and submissions sync when connectivity returns.

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
Device Magic: Is there a submission limit?

No. Both plans list unlimited forms, unlimited submissions and unlimited lifetime data storage, so the cost variable is seats.

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