Prooflytics
Marketing Analytics Blog
Benchmarks, attribution frameworks, and platform guides for performance marketers. How to diagnose, decide, and act — without the dashboard fatigue.
- Platform
Performance Max vs Search Keyword Cannibalization: What the Data Shows
67% of Performance Max campaigns overlap with Search campaigns on at least one search term. When both are eligible for the same query, Search wins on conversion rate 84% of the time - even though PMax often gets more impressions. Here is how to stop PMax from quietly cannibalizing your best Search keywords.
7 min read - Platform
Google Ads Negative Keyword Strategy 2026: Account, Campaign, and Ad Group Levels
Unaudited Google Ads accounts waste 30-40% of search spend on queries with no commercial value, climbing to 70-90% on accounts with no structured negative keyword work. Here is how to build the three-level negative keyword hierarchy that stops it.
8 min read - Platform
Google Ads Impression Share: Diagnosing Budget-Constrained vs Rank-Constrained Loss
Google Ads splits lost impression share into two causes: budget and rank. Fixing the wrong one wastes money - raising bids when budget is the constraint just burns spend faster, and raising budget when rank is the constraint buys more impressions at a losing position.
8 min read - Strategy
Ad Frequency Capping: How to Set Thresholds Before Creative Fatigue Hits
Frequency capping limits how many times the same person sees your ad. The right cap depends on campaign objective and platform: Meta awareness campaigns tolerate 2-4 per week, LinkedIn B2B campaigns run 5-8 per month. Here is how to set thresholds by objective, not by guesswork.
10 min read
