Prooflytics
Marketing Analytics Blog
Benchmarks, attribution frameworks, and platform guides for performance marketers. How to diagnose, decide, and act — without the dashboard fatigue.
- Analytics
End-to-End Marketing Analytics: Connecting Ad Spend to Revenue
End-to-end marketing analytics closes the loop between your paid channels and actual revenue events in your CRM or payment processor. This guide explains the full-funnel stack, why most B2B SaaS teams are still stuck at the reporting layer, and how to move to the intelligence layer where decisions happen.
10 min read - Strategy
How to Write a Monthly Strategic Marketing Report for Leadership
A monthly strategic marketing report is not a longer version of your weekly update - it's a different document for a different decision. This guide covers the structure, narrative sections, and AI-assisted workflow that turns a month of data into a forward-looking brief your leadership will actually read.
11 min read - Strategy
How to Track Competitor Ads Automatically: Meta, Google, and TikTok
Performance agencies that track competitor ads automatically spot new creative angles, scaling signals, and killed campaigns weeks before manual reviews catch them. Here is the full workflow - from Meta Ad Library to hypothesis generation.
10 min read - Analytics
MCP for Marketing Analytics: Connect Claude, ChatGPT, and Cursor to Your Campaign Data
Model Context Protocol (MCP) lets AI assistants like Claude, ChatGPT, and Cursor query your live marketing data - ad spend, ROAS, pipeline - without copy-pasting dashboards. This guide covers what MCP is, how the Prooflytics MCP server works, and how to set it up in under 10 minutes.
10 min read - Strategy
The HADI Hypothesis Board: A Framework for Structured Marketing Experiments
Random A/B tests produce one-off results that die with the campaign. The HADI framework - Hypothesis, Action, Data, Insight - turns every experiment into documented knowledge. A hypothesis board makes that knowledge visible, searchable, and reusable. Here is how it works.
12 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 - Analytics
Account Activation Rate: The Fintech Metric Beyond Cost Per Account Open
Cost per account open looks healthy until you discover half those accounts never make a first transaction. Account activation rate - the share of opened accounts that reach a defined activated state - is what separates channel quality from vanity acquisition numbers.
12 min read - Analytics
Cost per Enrolled Student Benchmarks 2026: What EdTech Marketers Should Target by Program Type
Cost per enrolled student varies from under $50 for free-course funnels to over $5,000 for degree programs. This guide gives verified CPE ranges by program type and the margin-based formula for setting your own defensible target.
10 min read - Analytics
Contribution Margin ROAS (cmROAS) for DTC Brands: Why Blended ROAS Misleads
Standard ROAS divides revenue by ad spend -- but revenue includes your COGS, returns, and fulfillment costs. Contribution margin ROAS (cmROAS) divides actual margin by ad spend, revealing whether your ads are generating profit or just revenue.
10 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 - Operations
Ad Budget Pacing for Agencies: How to Monitor 10-30 Client Accounts Without End-of-Month Panic
Without a daily pacing system, agency account managers overspend client budgets or finish the month with unspent targets - both cost client trust. Here is the operational framework to stay on top of pacing across every account.
12 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 - Strategy
Student Lifetime Value by Acquisition Channel: The EdTech Metric That Changes Budget Allocation
Cost per enrollment tells you what a student costs to acquire. Student LTV by acquisition channel tells you whether that cost is worth it - and most EdTech marketers have never run the calculation.
11 min read 
StrategyHow to Run HADI Hypothesis Testing for Client Campaigns: A Performance Agency Guide
Most agencies run ad hoc tests with no structured outcome tracking. The HADI framework - Hypothesis, Action, Data, Insights - gives account managers an operational system for running experiments across multiple client accounts simultaneously, building a knowledge base that compounds over time.
12 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 - Comparison
Improvado Alternatives for Marketing Teams: Intelligence vs. Data Pipeline
Improvado is enterprise-grade data aggregation for teams with data engineers. If you are an in-house marketing team that needs daily answers and an AI action queue - without building infrastructure - there are faster paths. Here is how Prooflytics compares and when each tool is the right call.
8 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 - Platform
Amazon Ads Marketing Analytics: Sponsored Products, DSP Performance, and Connecting Spend to Revenue
Amazon Ads marketing analytics requires tracking ACoS, TACoS, and New-to-Brand rate across Sponsored Products and DSP - then connecting that spend to total store revenue. Here is how to read the right signals at each layer.
10 min read
