Prooflytics
Marketing Analytics Blog
Benchmarks, attribution frameworks, and platform guides for performance marketers. How to diagnose, decide, and act — without the dashboard fatigue.
- 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 - Analytics
How to Track AI Citation Traffic in GA4 (2026)
GA4 added a native 'AI Assistant' channel in May 2026 that captures clicks from ChatGPT, Gemini, and Claude when the referrer is intact. But 35–70% of AI citation traffic still lands in Direct because most AI apps strip referrer headers. This guide covers both the native channel setup and the custom channel group you need to stop underestimating AI-driven visits.
9 min read
