Prooflytics
Marketing Analytics Blog
Benchmarks, attribution frameworks, and platform guides for performance marketers. How to diagnose, decide, and act — without the dashboard fatigue.
- Consumer Apps
How to Reduce Subscription Churn in the First 30 Days
Over 60% of subscription cancellations happen within the first 30 days of a trial. The cause is almost never price - it is a failure to deliver a clear value moment before the billing date. Here is the intervention stack that reduces early-stage churn: onboarding redesign, email cadence, and in-app triggers.
7 min read - Agency
How to Explain a ROAS Drop to a Client Before They Call You
The worst agency conversation is the one you didn't start. A client who calls asking why their ROAS dropped 40% already assumes the worst. Here is how to get ahead of it - with the right data, the right framing, and a ranked action plan.
7 min read - FinTech
Meta CAPI + GA4 Consent Mode for EU FinTech: The Compliant Measurement Stack
EU FinTech marketing teams need to measure paid acquisition accurately while complying with GDPR, avoiding third-party pixel risks, and handling the iOS consent gap. The correct stack is Meta Conversions API (server-side) + GA4 Consent Mode v2 + a compliant CMP. Here is how to set it up.
8 min read - FinTech
CAC Benchmarks for EU Neobanks: What Drives Account-Open Cost
Customer acquisition cost for EU neobanks ranges from €40-150 for basic current accounts to €200-400 for investment products - driven by KYC friction, regulatory geography, and product complexity. Understanding the four cost drivers is more useful than the benchmark numbers alone.
6 min read - Consumer Apps
Trial-to-Paid Conversion Rate by Acquisition Channel: What the Data Shows
Not all installs are equal. A user acquired via Apple Search Ads typically converts to paid at 2-3× the rate of a Meta interest-targeted user - even at a higher CPI. Understanding trial-to-paid rates by channel is the key to efficient subscriber CAC.
6 min read - EdTech
Application-to-Enrollment Conversion Rate: EdTech Benchmarks and How to Improve It
Application-to-enrollment conversion rate - the percentage of completed applications that result in an enrolled student - is the most important quality metric in EdTech marketing. Benchmarks range from 55-80% for bootcamps to 35-60% for degree programs. Here is what drives the gap and how to close it.
6 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 - EdTech
How to Attribute Enrollments Across a 12-Week EdTech Marketing Funnel
Standard 7-day and 30-day attribution windows were built for eCommerce, not EdTech. When a student researches a program for 8 weeks before applying, last-click attribution misses 90% of the conversion journey. First-party attribution using UTM capture at first visit, matched to enrollment records, is the only accurate method.
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 - EdTech
Why CPL Is the Wrong Metric for EdTech Marketing - and What to Track Instead
Cost per lead is easy to reduce in EdTech - lower your quality bar, broaden your targeting, accept every form submission. What you actually need to measure is cost per enrolled student. CPL is the metric that looks good in the report; cost per enrollment is the metric that runs the business.
6 min read - FinTech
GDPR-Compliant Marketing Attribution for EU FinTech: A Practical Guide
Most marketing attribution systems weren't built for EU FinTech compliance requirements. Third-party pixels, cross-site tracking, and consent-dependent conversion data all conflict with GDPR, DORA, and PSD2 constraints. Here is how EU FinTech marketing teams measure acquisition accurately without violating data protection rules.
8 min read
