Case Study: Optionis achieves 30% increase in call volumes and 10% rise in CRM leads with Ruler Analytics

How Optionis Generated a 30% YoY Increase in Calls and 10% Rise in CRM Leads

Optionis, a market-leading financial services group serving contractors and small businesses, faced a major blind spot: many prospects converted offline by phone, but the marketing team couldn’t prove which campaigns drove those calls or which calls converted to sales. Ecommerce Manager Chris Shepherd selected Ruler Analytics’ marketing attribution and call-tracking solution to provide the offline attribution and campaign-level visibility they were missing.

Ruler Analytics implemented closed‑loop attribution with call tracking and integrations into Google Analytics and Salesforce, letting Optionis track lead-to-sale performance by campaign and fire revenue data into reporting. As a result, Optionis reallocated channel spend based on insight, achieved a 30% YoY increase in overall call volumes, a 10% rise in CRM leads and a 3% reduction in CPA, and gained clearer, actionable measurement for ongoing optimisation.

Optionis

Chris Shephard

Senior Digital Marketing