Prooflytics
Marketing Analytics Blog
Benchmarks, attribution frameworks, and platform guides for performance marketers. How to diagnose, decide, and act — without the dashboard fatigue.
- Strategy
B2B Chatbot Lead Qualification: What to Measure Beyond Conversion Rate
Chatbots engage 15-25% of website visitors and capture leads from 10-15% of those engaged, versus 2-5% for a standard contact form - a 3-5x improvement in raw conversion. But conversion rate alone hides whether those leads are actually worth the sales team's time.
7 min read - Platform
Ad Scheduling and Dayparting: Different Rules for B2B and Ecommerce
B2B Google Ads accounts generate 74.4% of leads Monday through Thursday at $186 CPL, versus 25.6% of leads on Friday through Sunday at $281 - 51% higher weekend cost per lead. Ecommerce shows the opposite pattern. Here is how to set schedules and bid adjustments for each.
8 min read - Strategy
B2B Intent Data Without Buying Intent Data: First-Party Signals That Work
Third-party intent platforms like Bombora and 6sense run tens of thousands to over $100K per year. Most of the signal they sell can be approximated from data you already have: pricing page visits, content engagement, and CRM activity, stacked together instead of relying on one source.
8 min read
