Prooflytics
Marketing Analytics Blog
Benchmarks, attribution frameworks, and platform guides for performance marketers. How to diagnose, decide, and act — without the dashboard fatigue.
- strategy
Dark Social Measurement Guide: What B2B Marketers Are Missing
Dark social is the traffic that comes from links shared in private channels -- Slack, email, WhatsApp, Teams. It shows up as direct in GA4. For B2B brands, it is often the largest untracked source of high-intent traffic.
10 min read - Strategy
First-Party Data Strategy for B2B Marketing in 2026
70% of B2B marketers plan to increase first-party data use in 2026, driven by platform tracking restrictions and the deprecation of reliable third-party signals. For B2B SaaS teams, first-party data strategy differs significantly from B2C and ecommerce: your data points are account-level, your sales cycle is measured in weeks, and your conversion events are rarely single-session. This guide covers what to collect, how to activate it, and how to close the measurement loop.
12 min read - Tools
Multi-Touch Attribution Software in 2026: A Guide for In-House Teams
Multi-touch attribution software adoption climbed from 31% in 2023 to 47% in 2026. But most MTA platforms were built for enterprise teams with dedicated data analysts. This guide compares the leading options specifically for in-house marketing teams of 1-3 people who need channel attribution without a BI team to implement or interpret it.
11 min read - Analytics
Attribution Models Compared: Which One Fits Your Business in 2026
First-touch, last-touch, linear, time decay, position-based, and data-driven attribution models each answer a different question about your marketing. The right model depends on your sales cycle length, your channel mix, and what decision you're trying to make. This guide compares each model with concrete examples, shows when each misleads, and explains why GA4 shows different attribution numbers in different reports.
11 min read
