Prooflytics
Marketing Analytics Blog
Benchmarks, attribution frameworks, and platform guides for performance marketers. How to diagnose, decide, and act — without the dashboard fatigue.
- Paid Media
Lookalike Audience Strategy: Why Your Seed List Determines Everything
Most lookalike audience campaigns underperform because they are seeded with the full CRM list rather than the top 20-30% of customers by LTV. A lookalike built from a mixed audience produces mediocre results. Here is the correct methodology for Meta Ads and Google Ads lookalike construction.
8 min read - Paid Media
PPC After the Agentic Turn: A Q3 2026 Forecast for Marketers Who Still Have to Explain Why
What Google I/O and Google Marketing Live 2026 mean for paid search: surface fragmentation, CPC pressure, AI Max black boxes, agentic commerce - and the one capability automation will not give back.
19 min read
