Salesforce

Salesforce CRM Integration Overview

Ruler Analytics integrates directly with your Salesforce CRM via a secure API connection, automatically sending marketing attribution data captured from your website leads including web forms, phone calls, and live chat into your CRM.

This enables you to enrich your Salesforce records with detailed marketing attribution data, helping your sales team better understand where leads come from.

Ruler can populate Salesforce with over 60 marketing variables across multiple touchpoints, including:

• First and last click marketing source, campaign and keyword data
• Ad platform Click IDs (GCLID,FBCLID,MSCKLID)

and much more.

Revenue Attribution & Closed-Loop Reporting

When an Opportunity is marked as Closed/Won in Salesforce, Ruler can automatically updates the opportunity data in the Ruler dashboard with the revenue values and send this revenue data back to your marketing platforms, including:

• Google Analytics
• Google Ads
• Meta Ads
• Microsoft Advertising

This allows you to measure true ROI and optimise campaigns based on revenue, not just conversions or goals, giving you a clear view of marketing performance and business impact.

How Does Ruler Connect to Salesforce?

Ruler connects to Salesforce using a secure OAuth authentication process.

During onboarding, you’ll receive a request to authenticate the connection. This will redirect you to Salesforce, where you can log in and grant Ruler Analytics permission to access the API.

What Access Is Required?

Access requirements depend on your desired workflow. Typically, Ruler requires:

• Read and write access to the relevant Salesforce objects (e.g. Leads, Contacts, Opportunities)
• Permission to update specific fields used for marketing attribution

Our team will guide you through the exact requirements based on your setup.

What Do We Need From Your Team?

To enable the integration, we’ll need:

• API authentication via OAuth
• Confirmation of which fields (new or existing) should be used for attribution data
• An overview of your CRM workflow (e.g. lead → opportunity stages)

We’ll work through these requirements with you during onboarding to ensure everything is configured correctly.

Custom workflow support

We know not everyone will use a typical Salesforce workflow such as marking Opportunities as closed won. Ruler will work with you during onboarding to understand your internal workflow and ensure we set up your API connection following this.

Supported Salesforce Objects

• Leads
• Contacts
• Accounts
• Opportunities
• Custom Objects

If you have any questions about our Salesforce Integration, please reach out to [email protected] and we'd be happy to talk with you about this in more detail.