Prooflytics
Marketing Analytics Blog
Benchmarks, attribution frameworks, and platform guides for performance marketers. How to diagnose, decide, and act — without the dashboard fatigue.
- 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 - 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 - 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
