Prooflytics
Marketing Analytics Blog
Benchmarks, attribution frameworks, and platform guides for performance marketers. How to diagnose, decide, and act — without the dashboard fatigue.
- Platform
Google Ads Passkeys for Sensitive Actions: What Changes July 15
Google Ads is mandating passkeys for sensitive account actions starting July 15, 2026, replacing password-based login for operations like billing changes and user management. For agencies managing multiple client accounts, this requires setup across every account before the deadline.
8 min read - Platform
Google Search Console Now Tracks AI Search Visibility: What the Beta Reports Show
Google is testing dedicated AI Search performance reports in Search Console, with UK sites receiving the first access to AI-specific impressions and click data. Here is what the beta reports show, how to access them, and how to measure AI search visibility until the rollout reaches your market.
9 min read - Platform
Google Ads API v20 Sunsetted June 10: Migration Guide and Priority Order
Google Ads API v20 officially sunsetted on June 10, 2026. Calls to v20 endpoints return errors immediately. This is the migration priority order: what breaks first, what to fix first, and which version to target.
7 min read - Platform
Google Ads Brand Lift Now Measures Association: What the New Metric Reveals About Creative
Google Ads introduced the Association metric in Brand Lift Studies in April 2026. It measures whether your campaign moves how consumers connect your brand to specific attributes - filling the gap between raw awareness and purchase consideration.
7 min read - Platform
Google Ads Bid Strategy Testing in 2026 Requires CRM Data, Not Just Campaign Metrics
Google Ads has shifted bid strategy validation toward conversion value by time and first-party CRM data. Testing on campaign metrics alone now produces false positives. Here is the operational setup teams need before running any bid experiment in 2026.
7 min read - Platform
Google Ads API Now Reports Product-Level Metrics for PMax, Video, and Demand Gen
Google Ads API adds product-level cost and conversion data for Performance Max, Video, Demand Gen, and App campaigns on June 15, 2026. Agencies and in-house teams can now build automated product-ROI alerts without manual UI extraction.
6 min read - Platform
Meta Developer Policy 10.5: What Agencies and Ad Platforms Must Do Before February 2027
Meta updated Developer Policy 10.5 and 10.6a, effective February 3, 2027, requiring all ad-buying solutions -- agencies, platforms, and resellers -- to disclose complete spending and campaign data directly to the advertiser client. Here is what the policy requires, who it affects, and the compliance steps to complete before the deadline.
8 min read - 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
