Prooflytics
Marketing Analytics Blog
Benchmarks, attribution frameworks, and platform guides for performance marketers. How to diagnose, decide, and act — without the dashboard fatigue.
- Platform
Microsoft Ads UTM Auto-Tagging September 2026: What Changes for Analytics
Microsoft Advertising is changing UTM auto-tagging on September 2, 2026 to separate Search, Audience Network, Shopping, and Performance Max campaign types in Google Analytics and other analytics tools. For marketers who rely on UTM-based channel attribution, this changes how Microsoft Ads traffic appears in GA4 and what remediation is needed before the deadline.
8 min read - Platform
Microsoft Ads Performance Max Placement Reports: Conversion Data Explained
Microsoft Advertising expanded Performance Max placement reports to include conversion and spend data, closing a major reporting gap that previously forced advertisers to infer placement performance from aggregate metrics. For PMax campaigns on Microsoft Ads, this enables channel-level diagnosis that was not available before May 2026.
9 min read - Platform
Google Site Visits Asset: Social Proof in Search and Performance Max Ads
Google officially launched the site visits asset for Search and Performance Max campaigns, displaying aggregated domain click counts in three tiers in ad copy. Accounts with 10,000 or more historical clicks can enable this asset to add social proof signals automatically. Here is how it works and what to test.
9 min read - Platform
Google Performance Max Partner Network Selection: What the Alpha Changes
Google is alpha-testing independent partner network controls for Performance Max campaigns, allowing advertisers to toggle Search Partner Network and Google Display Network separately for the first time. For brands where partner placement quality directly affects ROAS or brand safety, this changes how PMax campaigns are configured.
9 min read - Platform
Google Ads Auto-Classifies Conversion-Based Customer Lists: What Advertisers Must Provide
Google Ads began automatically classifying conversion-based customer lists in June 2026, requiring advertisers to provide clearer signals about where audiences sit in the customer journey. Here is what the classification changes, which signals you need to supply, and how this affects Smart Bidding.
8 min read - Platform
Google Ads Passkeys for Sensitive Actions: What Changes July 15
Google Ads is mandating passkeys for sensitive account actions starting July 15, 2026, replacing password-based login for operations like billing changes and user management. For agencies managing multiple client accounts, this requires setup across every account before the deadline.
8 min read - Platform
Google Ads API v20 Sunsetted June 10: Migration Guide and Priority Order
Google Ads API v20 officially sunsetted on June 10, 2026. Calls to v20 endpoints return errors immediately. This is the migration priority order: what breaks first, what to fix first, and which version to target.
7 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 - Platform
Google Ads Bid Strategy Testing in 2026 Requires CRM Data, Not Just Campaign Metrics
Google Ads has shifted bid strategy validation toward conversion value by time and first-party CRM data. Testing on campaign metrics alone now produces false positives. Here is the operational setup teams need before running any bid experiment in 2026.
7 min read - Platform
Google Ads API Now Reports Product-Level Metrics for PMax, Video, and Demand Gen
Google Ads API adds product-level cost and conversion data for Performance Max, Video, Demand Gen, and App campaigns on June 15, 2026. Agencies and in-house teams can now build automated product-ROI alerts without manual UI extraction.
6 min read - Platform
Meta Developer Policy 10.5: What Agencies and Ad Platforms Must Do Before February 2027
Meta updated Developer Policy 10.5 and 10.6a, effective February 3, 2027, requiring all ad-buying solutions -- agencies, platforms, and resellers -- to disclose complete spending and campaign data directly to the advertiser client. Here is what the policy requires, who it affects, and the compliance steps to complete before the deadline.
8 min read - Platform
YouTube CTV Advertising in 2026: Two-Click Checkout, Google Pay, and What It Means for Attribution
YouTube connected TV advertising now supports two-click checkout via Google Pay on CTV remote controls, available through Google Display and Video 360. For performance marketers, this makes CTV a measurable direct-response channel -- and it breaks standard attribution models that assume all conversions happen on a browser.
8 min read - Platform
LinkedIn Event Ads 2026: Off-Platform Targeting, Lead Gen Forms, and Full-Funnel Measurement
LinkedIn Event Ads launched off-platform targeting, native lead gen forms, and full-funnel pipeline measurement in April 2026. For B2B marketing teams running webinars or in-person conferences, here is what changed, why it matters, and how to configure it in Campaign Manager.
8 min read
