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