Prooflytics
Marketing Analytics Blog
Benchmarks, attribution frameworks, and platform guides for performance marketers. How to diagnose, decide, and act — without the dashboard fatigue.
- Strategy
Google Says Users Prefer AI Search. The Survey Evidence Is Less Clear.
Google regularly cites a Google/Ipsos survey as evidence that users prefer AI-powered search. SEO analysts have challenged the methodology, pointing to data gaps that inflate AI search preference claims. Before making channel strategy decisions based on this data, performance marketers should understand what the survey actually measures.
9 min read - Strategy
Google AI Search Is Building a Two-Tier Internet: Where B2B Marketers Stand
A study of 44 major US publishers found aggregate organic search traffic rose 5% after AI Overviews, but nearly all gains went to institutional brands. B2B content marketing teams in the middle tier are experiencing the opposite - structural traffic erosion with no algorithmic remedy.
8 min read - Strategy
AI Search Sends Clicks to Local Domains, Not Global Brands: What 87 Million Visits Show
An analysis of 87 million AI search visits across 10 markets found that clicks from AI-generated answers go to local domain variants, not global brand defaults. For performance marketers, this changes the geo-targeting and domain strategy calculus.
7 min read
