Prooflytics
Marketing Analytics Blog
Benchmarks, attribution frameworks, and platform guides for performance marketers. How to diagnose, decide, and act — without the dashboard fatigue.
- 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 - Analytics
The Marketing Divide: Only 20% of Companies Are Data-Driven (New Benchmark)
A study of 252 companies representing $53 billion in combined annual marketing spend found that fewer than 20% actively practice data-driven marketing. More than 60% have no documented process for prioritizing campaigns. Nearly 80% don't run controlled experiments. The gap between the data-driven 20% and the remaining 80% shows up directly in financial performance.
10 min read - Analytics
Why ROI Is the Wrong Metric for Brand Campaigns (And What to Measure Instead)
When the CFO asks for ROI on brand campaigns, the correct answer is not "we can't measure it" -- it is "ROI is the wrong metric for this type of spend." Return on Investment is methodologically valid only for direct-response marketing where the lag between action and purchase is days, not months. Applying it to brand campaigns produces misleading conclusions and causes marketers to cut the spending that protects future acquisition costs.
10 min read - Analytics
Content Performance Measurement: The Right KPIs Beyond Pageviews
Pageviews measure traffic volume, not content performance. A blog post can accumulate 50,000 views while contributing zero pipeline, because it ranks for informational queries that never convert. Measuring content performance requires tracking engagement depth, SEO momentum, assisted conversions, and content ROI -- not just raw traffic numbers.
10 min read
