Prooflytics
Marketing Analytics Blog
Benchmarks, attribution frameworks, and platform guides for performance marketers. How to diagnose, decide, and act — without the dashboard fatigue.
- 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 - strategy
Server-Side Tagging for Marketers: What It Is and When You Actually Need It
Server-side tagging moves tracking from the browser to your own server, bypassing ad blockers, improving data quality, and reducing privacy risk. Here is when it is worth the implementation complexity -- and when client-side tracking is still fine.
9 min read - 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
Social Media Analytics for In-House Marketing Teams: Which Metrics Actually Matter
Platform-native social dashboards show you engagement. They do not show you pipeline. Here is how in-house marketing teams should set up social media analytics to track what actually matters -- from brand awareness to revenue attribution.
8 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 - 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
