Prooflytics
Marketing Analytics Blog
Benchmarks, attribution frameworks, and platform guides for performance marketers. How to diagnose, decide, and act — without the dashboard fatigue.
- Attribution
Why First-Touch Attribution Misleads B2B SaaS (the Mirror Problem to Last-Click)
First-touch attribution gives 100% credit to the awareness channel and zero to the channels that close deals. A team that triples content budget based on first-touch typically sees pipeline drop 30-40% because nurture and conversion channels get starved. Why the model fails in B2B and what works instead.
9 min read - Attribution
Why Last-Click Attribution Is Broken (and What to Use Instead)
Last-click attribution gives 100% credit to the final touchpoint, systematically erasing 90+ days of B2B buyer journey and overspending on bottom-funnel channels by up to 60%. Why the model fails and the migration path that works.
8 min read - Attribution
Marketing Attribution Windows Explained: Why Cross-Channel ROAS Comparison Is Misleading
Google Ads uses 30-day click, Meta uses 7-day + 1-day view, Snapchat uses 28-day view-through - different windows make cross-channel ROAS comparison misleading. How to normalise attribution across platforms and what the gaps reveal.
9 min read - Attribution
Marketing Mix Modeling: A Practical Guide for In-House Marketing Teams
Marketing mix modeling (MMM) estimates how much each channel contributed to your results using aggregate historical data - no tracking pixels required. A practical guide for in-house teams navigating post-iOS 14 measurement.
10 min read - Attribution
UTM Governance for Marketing Teams: The Complete Naming Convention Guide
When multiple people create UTM links without a shared convention, your attribution data fragments silently - same campaign, five different spellings, zero reliable reporting. Here is how to build and enforce UTM governance that actually holds.
11 min read - Attribution
Multi-Touch Attribution: Models, Why Last-Click Fails, and How to Implement It
Last-click attribution misallocates budget by ignoring every touchpoint except the final one. This guide covers the four multi-touch attribution models - linear, time-decay, position-based, and data-driven - and how to implement them for B2B SaaS teams.
10 min read - Attribution
First-Party Data Attribution for EU Fintech: The Practical Setup Guide
EU fintech companies lose 30-60% of attribution signal when users decline cookie consent. This guide covers the exact first-party stack to fix it: server-side UTM capture, email-hash identity stitching, and cookieless pixel mode - without touching GDPR compliance.
13 min read - Attribution
Post-Purchase Survey Attribution for DTC Brands: Fixing the iOS 14 Gap
After iOS 14, Meta pixel attribution lost 30-50% of its signal. Post-purchase surveys fill part of that gap - but only when you understand what they can and cannot measure. A practical framework for combining survey data with server-side tracking.
13 min read - Attribution
Free Trial Attribution for SaaS: How to Track the Full Funnel from Ad Click to Paid Subscriber
Standard ad platform attribution only sees the trial signup. To know which channels actually drive paid subscribers - not just signups - you need to bridge the pixel session, the trial user record, and the Stripe upgrade event into one continuous identity chain.
11 min read - Attribution
Pipeline Velocity by Acquisition Channel: What B2B SaaS CMOs Need to Measure
Most B2B SaaS CMOs track MQL volume by channel - but not how fast those leads close. Pipeline velocity broken down by first-touch source is the metric that connects marketing spend to actual revenue speed.
11 min read - Attribution
What Is Incrementality Testing in Marketing? A Practical Guide for In-House Teams
Attribution tells you who got credit. Incrementality testing tells you what actually caused the conversion. Here's how in-house marketing teams measure true ad impact without a data science department.
9 min read
