Prooflytics
Marketing Analytics Blog
Benchmarks, attribution frameworks, and platform guides for performance marketers. How to diagnose, decide, and act — without the dashboard fatigue.
- Platform
Performance Max vs Search Keyword Cannibalization: What the Data Shows
67% of Performance Max campaigns overlap with Search campaigns on at least one search term. When both are eligible for the same query, Search wins on conversion rate 84% of the time - even though PMax often gets more impressions. Here is how to stop PMax from quietly cannibalizing your best Search keywords.
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 - 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 - 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 - strategy
Facebook Ads Alternatives 2026: Where B2B Marketers Are Diversifying
Rising CPMs, iOS 14 signal loss, and B2B audience quality issues have B2B marketers looking beyond Meta. Here are the realistic alternatives -- and why fixing your measurement often matters more than switching channels.
9 min read - Analytics
Best TapClicks Alternatives for Agencies and Performance Teams in 2026
TapClicks is a marketing technology platform built for large agencies managing campaign reporting, order management, and analytics for dozens of clients simultaneously. Its enterprise feature set and pricing reflect that scale. For mid-market agencies, smaller teams, and in-house marketing departments that want reporting automation or marketing intelligence without the overhead, these six alternatives offer a better fit in 2026.
9 min read - Analytics
Best Klipfolio Alternatives in 2026: After the Pivot to PowerMetrics
Klipfolio launched PowerMetrics as its next-generation analytics product, shifting focus from the original Klips dashboard builder that many teams built their reporting workflows around. Teams evaluating what to do with their Klipfolio-based stack have six strong alternatives in 2026, covering everything from simple dashboard setup to agency client reporting and AI-powered marketing intelligence.
9 min read
