Prooflytics
Marketing Analytics Blog
Benchmarks, attribution frameworks, and platform guides for performance marketers. How to diagnose, decide, and act — without the dashboard fatigue.
- Analytics
UTM Parameters Are Getting Stripped by Privacy Browsers - Here Is What Still Works
iOS 17's Link Tracking Protection and Firefox's URL stripping remove tracking parameters from links before they ever reach your site. Here is which parameters survive, which don't, and what to rely on instead.
6 min read - Attribution
Why Discount Code Attribution Breaks (and How to Fix It Without Losing the Code)
A unique discount code is supposed to tell you exactly which partner or campaign drove a sale. In practice, codes leak beyond their intended audience through coupon aggregator sites and word of mouth, quietly crediting the wrong source. Here is the failure mode and the fix.
7 min read - Strategy
Influencer Marketing Measurement: Why Attribution Alone Misses the Point
Influencer marketing rarely fits a click-based attribution model, but that does not mean it cannot be measured. Here is how to separate the awareness effect from the direct-response effect, and what to instrument when the budget stays flat.
6 min read - Analytics
Why Email Open Rate Is an Unreliable Metric Now (and What to Track Instead)
Apple's Mail Privacy Protection pre-fetches every image in an email the moment it arrives, registering an open whether or not a human ever reads the message. Here is why open rate can no longer be trusted alone, and what actually replaces it.
7 min read - Creative
Ad Creative Testing and Statistical Significance: When You Actually Have Enough Data to Decide
Most creative tests get called before they have enough traffic to mean anything. Here is what statistical significance actually requires, why low-traffic accounts should stop waiting for it, and what to track instead.
7 min read - Strategy
Diminishing Returns in Ad Spend: How to Spot the Saturation Curve Before You Overspend
Every ad channel has a saturation point where each additional dollar returns less than the one before it. Here is how to recognize the curve, why high ROAS does not mean more budget is safe, and what to track instead of chasing blended averages.
8 min read - Analytics
GA4 Modeled Conversions Explained: Why Your Numbers Don't Match What You Counted
GA4 modeled conversions estimate conversions from users who declined cookie consent, using observed data from consenting users as a baseline. Here is how the modeling threshold works, why it never matches ad-platform-reported numbers, and when to trust it.
7 min read - Strategy
Marketing Tech Stack Audit: A Framework for Cutting Shelfware
Marketing teams use just 33% of their martech stack's capability on average, per Gartner, down from 58% in 2020. Mid-market companies waste $2,000-$8,000 per employee per year on tools that go untouched. Here is a framework for finding and cutting the waste.
7 min read - Strategy
Content Refresh Cadence: When to Update Old Articles Before They Decay
Sites that neglect aging content can lose up to 20% of organic traffic a year, per Conductor research, while HubSpot found refreshing old posts lifts organic traffic by an average of 106%. Here is the refresh cadence by content type and the signals that mean a page needs attention now.
7 min read - Platform
Meta Ads Audience Overlap: When Your Own Campaigns Bid Against Each Other
When multiple ad sets target overlapping audiences, Meta's auction treats them as competing advertisers, inflating CPM by an estimated 18-25% on the overlapping inventory. Here is how to check overlap, read the thresholds, and fix it without new creative or budget.
7 min read - 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 - Operations
Marketing Dashboard Alert Fatigue: Why Teams Stop Checking Anomaly Alerts
One ecommerce team launched 50 Black Friday campaigns, got 200+ alerts in the first week, found 195 were noise, and stopped checking alerts by Thursday. The following Monday, an $18K weekend overspend went unnoticed as alert #47 in an ignored Slack thread. Here is how alert fatigue actually happens and how to prevent it.
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 - Analytics
Email Send Frequency and List Fatigue: How Often Is Too Often
Subscribers getting more than 5 emails a week unsubscribe at 0.58%, versus 0.07% for 1-2 emails a week - an 8x gap driven by frequency alone. The sweet spot for most B2B and B2C lists sits between 1-3 emails a week, with concrete thresholds for when to cut back.
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 - Analytics
Landing Page Conversion Rate Benchmarks by Channel (2026)
The same landing page converts differently depending on which channel sent the visitor. B2B data from Ruler Analytics shows direct traffic converting at 3.3% versus paid social at 0.9% - a 3.7x gap driven entirely by visitor intent, not page design.
9 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
