The motivation for this paper is the study of the phase transition for recurrence/transience of a class of self-interacting random walks on trees, which includes the once-reinforced random walk. For this purpose, we define a quantity, that we call the branching-ruin number of a tree, which provides (in the spirit of Furstenberg, 1970, and Lyons, 1990) a natural way to measure trees with polynomial growth. We prove that the branching-ruin number of a tree is equal to the critical parameter for the recurrence/transience of the once-reinforced random walk. We define a sharp and effective (i.e. computable) criterion characterizing the recurrence/transience of a larger class of self-interacting walks on trees, providing the complete picture for their phase transition.