Prooflytics
Marketing Analytics Blog
Benchmarks, attribution frameworks, and platform guides for performance marketers. How to diagnose, decide, and act — without the dashboard fatigue.
- 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 - 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
