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