Prooflytics
Marketing Analytics Blog
Benchmarks, attribution frameworks, and platform guides for performance marketers. How to diagnose, decide, and act — without the dashboard fatigue.
- Agency
How to Build a White-Label Weekly Marketing Report for Performance Agency Clients
A white-label weekly marketing report is the highest-leverage client retention tool a performance agency has. Clients who receive a well-structured brief every Monday stay longer, escalate less, and expand accounts more readily. Here is how to build the delivery system - and what to include for each client type.
7 min read - Consumer Apps
D7 and D30 Retention Benchmarks by App Category
D7 retention - the percentage of users who return on day 7 - is the single strongest predictor of whether a user will become a long-term subscriber. Industry benchmarks vary significantly by category: subscription apps average 25-40% D7, while gaming runs 15-25%. Understanding where your product sits determines how hard subscriber CAC is working against you.
6 min read - B2B SaaS
How to Calculate Blended CAC Across Paid Channels for B2B SaaS
Per-channel CAC (Meta CAC, LinkedIn CAC, Google CAC) is unreliable because each platform attributes the same conversion differently. Blended CAC - total marketing spend divided by new customers from your CRM - is the only attribution-free efficiency measure for B2B SaaS marketing teams.
6 min read - B2B SaaS
GA4 vs HubSpot Conversion Numbers Never Match - Here Is Why
Every B2B SaaS marketing team faces the same meeting: GA4 shows 120 demo requests this month, HubSpot shows 89. The gap is not a bug - it is a structural difference in how each system defines and counts conversions.
6 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 - B2B SaaS
LinkedIn vs Meta Ads for B2B SaaS: Which Channel Produces Lower Subscriber CAC
LinkedIn shows higher CPL than Meta in almost every B2B SaaS account. That does not mean LinkedIn is more expensive - it means CPL is the wrong comparison metric. Cost per SQL and cost per closed deal are the only numbers that matter, and the channel rankings often reverse when you measure downstream.
7 min read - 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 - 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 - 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 - 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 - 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
