Prooflytics
Marketing Analytics Blog
Benchmarks, attribution frameworks, and platform guides for performance marketers. How to diagnose, decide, and act — without the dashboard fatigue.
- eCommerce
Why ROAS Is Misleading for DTC Brands - and What MER Actually Shows
Per-platform ROAS is a useful optimisation signal, but it lies about your business profitability. Marketing Efficiency Ratio (MER) is the metric DTC brands use to cut through attribution noise and see the real return on total marketing spend.
7 min read - eCommerce
How to Build a Creative Refresh Calendar for DTC Meta Ads
Creative fatigue is the leading cause of ROAS decline in mature Meta Ads accounts. A creative refresh calendar - a scheduled system for introducing new variants before fatigue hits - is the difference between consistent 3-4× ROAS and a quarterly collapse that takes six weeks to recover from.
7 min read - eCommerce
Blended CAC for Shopify Brands: Why Single-Channel Metrics Mislead
Meta reports 4.2× ROAS. Google reports 3.8× ROAS. But your Shopify P&L shows only 2.6× blended return. The gap is not a mystery - it is the attribution overlap problem, and the fix is tracking blended CAC from your Shopify data rather than ad platform reports.
6 min read
