Prooflytics
Marketing Analytics Blog
Benchmarks, attribution frameworks, and platform guides for performance marketers. How to diagnose, decide, and act — without the dashboard fatigue.
- eCommerce
Why ROAS Is Misleading for DTC Brands - and What MER Actually Shows
Per-platform ROAS is a useful optimisation signal, but it lies about your business profitability. Marketing Efficiency Ratio (MER) is the metric DTC brands use to cut through attribution noise and see the real return on total marketing spend.
7 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 - 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
