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Marketing · head to head

Roxhill vs Ruler Analytics

Roxhill logo

Roxhill

Marketing

UK-focused journalist database and media monitoring, founder-owned and annual only

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: Roxhill the database is UK-centric by reviewers’ own account, with weak US, Australian and broader Asian journalist coverage, so any multi-market programme needs a second vendor and the single-vendor cost case disappears.; Ruler Analytics no free plan or trial available, requiring custom quote for pricing
  • They diverge on capability: Roxhill covers Journalist database, 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 Roxhill and Ruler Analytics actually diverge.

Attributes where Roxhill and Ruler Analytics differ
AttributeRoxhillRuler Analytics
Starting priceOn request£299/month
Pricing modelquoteUnknown
PlatformsWeb, iOS, AndroidWeb
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 Roxhill

  • Journalist database
  • Journalist profiles
  • Media lists and distribution
  • Media requests and alerts
  • Media monitoring
  • Bespoke newsletters
  • Historical search
  • Journalist Assistant

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.

Roxhill

  • A UK in-house press office that needs journalist contacts with current pitching preferences rather than a scraped byline list.not Ruler Analytics
  • An agency tracking forward features across UK trade and consumer titles to place clients into planned coverage months ahead.not Ruler Analytics
  • A communications team monitoring named spokespeople and measuring their share of voice against competitors in UK media.not Ruler Analytics
  • A UK public sector body procuring through G-Cloud that needs EEA-hosted media monitoring with a published framework price band.not Ruler Analytics

Ruler Analytics

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

Where each one falls short

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

Roxhill

  • The database is UK-centric by reviewers’ own account, with weak US, Australian and broader Asian journalist coverage, so any multi-market programme needs a second vendor and the single-vendor cost case disappears.
  • Contact records go stale: reviewers report old email addresses and phone numbers, distribution bounces, and there is no self-serve verification step before you send.
  • At roughly 200,000 to 300,000 journalists it is far smaller than the million-plus figures Cision and Prowly claim, with repeated complaints about thin trade, academic and journal coverage.
  • Selling is annual only with no monthly plan and a trial functionally restricted to around two weeks, so you cannot genuinely pilot before a twelve-month commitment, which is a poor fit for project or retainer agency work.
  • Licence bands are 1, 3 and 5 seats, and extra logins, workspaces, smart folders, historical search, share of voice and the spokespeople platform are all chargeable add-ons, so a team of eight to fifteen pays well above any headline band.
  • Search behaviour is described as counter-intuitive and sometimes returns implausibly few results, which means a null result cannot be trusted and lists need manual cross-checking.
  • Monitoring accuracy takes time to settle after switching, so coverage is missed in the first weeks after a cutover, which is a real gap risk if you time the migration badly.

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

Roxhill

On request
  • Core$undefined/year
    • 1 licence
    • Standard database access
    • Journalist Assistant
  • Boutique$undefined/year
    • 3 licences
    • Adds press release distribution
    • 3 workspaces, 6 smart folders, 10 spokespeople, 3 newsletters
  • Enterprise$undefined/year
    • 5 licences
    • 5 workspaces, 10 smart folders, 5 newsletters
    • Spokespeople platform
  • Premium$undefined/year
    • Everything in Enterprise
    • Insights analysis and bespoke reporting
    • Competitor share of voice

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 Roxhill if

  • You need journalist database.
  • You work on Web, iOS, Android.
  • You also want journalist profiles.
Roxhill review

Choose Ruler Analytics if

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

Questions people ask

Is Roxhill or Ruler Analytics better?
Neither clearly leads. Roxhill 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, Roxhill or Ruler Analytics?
Roxhill starts at On request and Ruler Analytics at £299/month.
Does Roxhill or Ruler Analytics run on more platforms?
Roxhill runs on Web, iOS, Android. Ruler Analytics runs on Web.
What is Roxhill best used for?
Roxhill is most often used for a uk in-house press office that needs journalist contacts with current pitching preferences rather than a scraped byline list., an agency tracking forward features across uk trade and consumer titles to place clients into planned coverage months ahead., a communications team monitoring named spokespeople and measuring their share of voice against competitors in uk media., a uk public sector body procuring through g-cloud that needs eea-hosted media monitoring with a published framework price band.. Of those, a uk in-house press office that needs journalist contacts with current pitching preferences rather than a scraped byline list. and an agency tracking forward features across uk trade and consumer titles to place clients into planned coverage months ahead. are not what Ruler Analytics is typically brought in for.
What can Roxhill do that Ruler Analytics cannot?
Roxhill covers Journalist database, Journalist profiles, Media lists and distribution, Media requests and alerts. Ruler Analytics covers Multi-touch attribution, Call tracking, Form tracking, Revenue attribution.

Answered from the vendors’ own pages

Roxhill: How much does Roxhill cost?

Not published on the vendor site, but the UK G-Cloud 14 listing discloses £6,450 to £25,000 per instance per year. Use that as your anchor.

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
Roxhill: Is Roxhill owned by Cision or Access Intelligence?

No. Companies House shows a single individual holding over 75% of shares and no corporate PSC. It is founder-controlled and unfunded. Note the founder previously sold Gorkana to Cision, so ask for a change-of-control clause.

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
Roxhill: Is it usable for US or APAC media relations?

Not well. Reviewers describe US, Australian and Asian coverage as materially weaker than UK. Budget for a second database.

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
Roxhill: Can I buy monthly?

No. Contracts are annual, sales-gated, with a trial of around two weeks.

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