Grand Princes of Kiev/Vladimir/Suzdal/Tver/Yaroslavl/Pronsk (yeah, insane) are generally not regarded as rulers of all Russia, which did not exist as a unified state then (as you mention below). The best Western analogy is Italy, I suppose: no one counts Sardinian kings as kings of Italy, even with the Savoy dynasty becoming such. It helps that Russian language makes a rough distinctionon between Rus (the olden days of many princes) and Russia (no more many princes).
A case can be made that the Golden Horde khans were colonial overlords of the Russian principalities and 'rulers of all Russias', but few want to make it.
Russian regnal numbering used until 1917 starts with Ivan I Kalita of early 14th century Moscow, well, as good a moment as any, given that his descendants ended up on top of the heap.
1547; the dominion of Moscow was made unassailable by Ivan III the Great in the late 15th century, I'd say. His wife Sophia Palaiologina helped the matters as well, bringing the double-headed eagle and the claim of Roman succession as her dowry.