Prooflytics
Marketing Analytics Blog
Benchmarks, attribution frameworks, and platform guides for performance marketers. How to diagnose, decide, and act — without the dashboard fatigue.
- Platform
Instagram Caption Links in 2026: How to Replace Link-in-Bio and Drive Direct Traffic
Instagram now supports clickable links directly in post captions, eliminating the link-in-bio constraint that shaped Instagram marketing strategy for a decade. For in-house marketing teams using Instagram for traffic acquisition, this guide covers setup, UTM tracking in GA4, and what to watch in the first 30 days.
7 min read - Platform
YouTube CTV Advertising in 2026: Two-Click Checkout, Google Pay, and What It Means for Attribution
YouTube connected TV advertising now supports two-click checkout via Google Pay on CTV remote controls, available through Google Display and Video 360. For performance marketers, this makes CTV a measurable direct-response channel -- and it breaks standard attribution models that assume all conversions happen on a browser.
8 min read - Platform
LinkedIn Event Ads 2026: Off-Platform Targeting, Lead Gen Forms, and Full-Funnel Measurement
LinkedIn Event Ads launched off-platform targeting, native lead gen forms, and full-funnel pipeline measurement in April 2026. For B2B marketing teams running webinars or in-person conferences, here is what changed, why it matters, and how to configure it in Campaign Manager.
8 min read - Platform
Smart Bidding Model Decay: Why Your Google Ads Performance Drifts Without Warning
Smart Bidding and lookalike audiences are machine learning models trained on your historical data. When the data drifts -- due to seasonality, audience quality changes, or stale conversion signals -- model accuracy degrades silently. Performance falls, but the cause is invisible in standard dashboards. Here is how to detect and fix model decay.
10 min read - Platform
Enhanced Conversions for Google Ads: How First-Party Tracking Restores Attribution
Third-party cookie degradation causes Google Ads to undercount conversions, inflating CPL and misleading Smart Bidding. Enhanced Conversions replaces cookie-based tracking with hashed first-party signals from your own domain. Here is how it works and the four components you need to configure.
10 min read - Platform
Web Push Advertising in 2026: Market Data, Google Policy Changes, and CTR Trends
The global web push advertising market is projected at $3.22 billion in 2026 and $3.61 billion by 2030. Google's 2024-2025 policy changes caused a 30-40% unsubscribe rate spike on major platforms. CTR improved 1.5-2x over two years as lower-quality inventory was cleared. Here is what the market data shows for performance marketers evaluating web push as a paid channel.
9 min read - Platform
Google AI Max for Brand Campaigns: What the Early Performance Data Shows
AI Max expands Google search targeting beyond keyword lists using landing pages and site content as signals. Early testing shows 35% lower ROAS than traditional match types in one study and $100 per conversion versus $44 for phrase match in another. Here is what to check before enabling AI Max on your brand traffic.
8 min read - Platform
Google Performance Max Asset Testing: How to Use the New Experiments Tool
Google launched asset experiments for Performance Max in June 2026, letting advertisers compare asset groups, measure individual asset impact, and declare winners based on a secondary KPI. Here is what the tool does, how to run your first experiment, and what to test first.
8 min read - Platform
ChatGPT Ads 2026: What 1 Million Queries Reveal About Competitor Strategy
Adthena analyzed nearly 1 million ChatGPT queries across 20 industries and 5 markets from March to May 2026. US accounts for ~90% of all ChatGPT ad placements. Logistics leads at 12.4% ad frequency. Retail captures 39% of ads despite only 24% of query volume. Here is what the data means for competitive strategy.
7 min read - Platform
Google Ads AI Call Qualification 2026: What Changes for Call Tracking
Google Ads announced AI-powered call qualification in April 2026, replacing call duration as the primary conversion signal for phone leads. The system filters spam and low-intent calls before they reach Smart Bidding. Here is what changes, who is affected, and what to review in your account.
7 min read - Platform
Meta Ads Flexible Format Deprecated: What Changed and How to Migrate
Meta removed Flexible Format from Ad setup in March 2026, absorbing its functionality into the Flexible media toggle within Advantage+ creative. Here is what the old format restricted, what the new workflow enables, and what campaigns need updating.
7 min read - Platform
Google Demand Gen ROAS Benchmark 2026: The 10-20% Budget Threshold
Fospha's Q4 2025 study of 25 retail brands found that allocating 10-20% of total Google Ads budget to Demand Gen correlates with approximately 2x ROAS versus brands under 5%. Here is what the threshold means, how to calculate your current allocation, and what to watch.
7 min read - Platform
Google Ads Data Retention Cut to 37 Months: What to Archive Before It Disappears
Starting June 1, 2026, Google Ads deletes granular reporting data older than 37 months on a rolling basis. Monthly and annual data stays for 11 years. Here is what you lose, what survives, and the exact steps to archive before the cutoff.
8 min read - Platform
Meta Conversions API Setup Guide 2026: One-Click CAPI for Web
Meta's one-click Conversions API setup eliminates the developer work previously required for server-side tracking. Here is what CAPI does, why Pixel-only accounts are losing iOS conversion signal, and how to enable it in under 5 minutes.
7 min read - Platform
Meta Ads Value Rules: Conditional Bidding for High-LTV Audiences
Meta Value Rules let you apply bid multipliers to specific custom audience segments within a single campaign. Bid higher on high-LTV customers, lower on low-intent lookalikes — without creating duplicate ad sets that fragment your data.
8 min read - Platform
MailerLite Marketing Analytics: Email Performance and Campaign Data in Your Daily Briefing
Connect MailerLite to Prooflytics and see campaign performance, subscriber growth by acquisition channel, and e-commerce email revenue in your daily briefing - beyond MailerLite's own reports.
7 min read - Platform
ConvertKit (Kit) Marketing Analytics: Subscriber and Revenue Data in Your Daily Briefing
Connect ConvertKit (Kit) to Prooflytics and see subscriber growth by acquisition channel, sequence completion rates, and commerce revenue alongside your paid media spend - not just opens and clicks.
7 min read - Platform
Drip Marketing Analytics: Email Revenue and Workflow Data in Your Daily Briefing
Connect Drip to Prooflytics and see revenue per workflow, cart abandonment recovery rates, and subscriber acquisition by marketing channel - not just open rates.
7 min read - Platform
ChatGPT Ads for Performance Marketers: Channel Reality Check (2026)
ChatGPT Ads launched self-serve in May 2026 with $3-5 CPC and no minimum spend. Here is what the attribution data actually shows and how to evaluate the channel before committing budget.
8 min read - Platform
Why Smart Bidding Does Not Save Bad Google Ads Campaigns
Smart Bidding optimizes against the conversion signal you give it. Bad conversion tracking, weak creative, and misconfigured audiences produce a bidding algorithm that efficiently spends budget on the wrong outcomes. Why teams blame the algorithm instead of the inputs, and the audit that fixes the root cause.
10 min read
