Prooflytics
Marketing Analytics Blog
Benchmarks, attribution frameworks, and platform guides for performance marketers. How to diagnose, decide, and act — without the dashboard fatigue.
- Platform
Meta Ads Flexible Format Deprecated: What Changed and How to Migrate
Meta removed Flexible Format from Ad setup in March 2026, absorbing its functionality into the Flexible media toggle within Advantage+ creative. Here is what the old format restricted, what the new workflow enables, and what campaigns need updating.
7 min read - Platform
Google Demand Gen ROAS Benchmark 2026: The 10-20% Budget Threshold
Fospha's Q4 2025 study of 25 retail brands found that allocating 10-20% of total Google Ads budget to Demand Gen correlates with approximately 2x ROAS versus brands under 5%. Here is what the threshold means, how to calculate your current allocation, and what to watch.
7 min read - Platform
Google Ads Data Retention Cut to 37 Months: What to Archive Before It Disappears
Starting June 1, 2026, Google Ads deletes granular reporting data older than 37 months on a rolling basis. Monthly and annual data stays for 11 years. Here is what you lose, what survives, and the exact steps to archive before the cutoff.
8 min read - Performance
LinkedIn Ads Benchmarks 2026: CPCs, CTRs, and the Measurement Gap
LinkedIn Ads CPC averages $6-$12 in 2026. But a Forrester study cited in LinkedIn's own B2B measurement guide shows 64% of marketing leaders distrust their own measurement data. The benchmarks are only half the story -- here is how to close the gap.
7 min read - Performance
CPC Benchmarks by Channel in 2026: What Your Numbers Should Look Like
CPC benchmarks for 2026: Google Search averages $1-$10 depending on competition, Meta $0.50-$5, LinkedIn $6-$12, TikTok $0.20-$2. But a 54,000-profile demographic analysis shows that audience composition drives 3-5x variance within any single channel.
7 min read - Analytics
Cohort Analysis for Marketers: Connecting Acquisition Channels to Customer LTV
Cohort analysis reveals which acquisition channels produce customers who stay longest and spend the most. Reichheld's rule: a 5% reduction in churn lifts profit 25-100%. The channel with the highest CPL may still be your most profitable if its cohorts churn less.
9 min read - Analytics
Data-Driven Attribution in GA4: The Three Channel Reports Explained
GA4 has three separate channel group parameters that each return different conversion numbers for the same channel. Most teams are making budget decisions from the wrong one. Here is what each parameter means and when to use it.
8 min read - Performance
TikTok Attribution in 2026: How to Stop Losing Cross-Channel Credit
TikTok Attribution Portfolio launched May 2026 with native GA4 integration and assisted conversion tracking. Last-click attribution undercounts TikTok by 30-50% because the platform drives discovery that converts on other channels.
7 min read 
StrategyThe Empty Quadrant: Why Marketing Intelligence Is Not a Better Supermetrics
Every marketing analytics platform now has AI that explains your data. Supermetrics, Funnel, Northbeam -- they reason over your numbers properly now. The problem is they all reason from inside your account. The cause of your CPL moving last Tuesday almost never lives there.
5 min read- Benchmarks
15 Marketing KPIs Every Performance Team Should Track in 2026
The 15 key marketing metrics split into four groups: non-financial leading indicators, financial returns, customer lifetime value, and digital performance diagnostics. For performance marketers, five are daily monitoring priorities: churn rate, CLTV, TCR, ROAS, and bounce rate.
10 min read - Benchmarks
SaaS Churn Rate Benchmarks 2026: What Is Normal by Stage and Segment
Average SaaS monthly churn ranges from 0.5% (enterprise, multi-year contracts) to 5-7% (SMB, month-to-month). The right benchmark depends on your ACV band, market segment, and contract length. This guide breaks down what normal looks like - and what the diagnostic signals look like when churn is above it.
8 min read - Analytics
How to Calculate Marketing ROI: Formula, Benchmarks, and Common Mistakes
Marketing ROI measures the revenue return on every dollar of marketing spend. The formula is straightforward; the mistakes in applying it are not. Most teams calculate the wrong denominator, use the wrong revenue figure, or confuse ROAS with ROI.
8 min read - Platform
Meta Conversions API Setup Guide 2026: One-Click CAPI for Web
Meta's one-click Conversions API setup eliminates the developer work previously required for server-side tracking. Here is what CAPI does, why Pixel-only accounts are losing iOS conversion signal, and how to enable it in under 5 minutes.
7 min read - Analytics
Why Meta Ads and GA4 Show Different Conversion Numbers
Meta Ads reports 120 purchases. GA4 reports 74. Both are correct — they are measuring different things. Understanding the gap is not optional when you are making budget decisions from either number.
8 min read - Platform
Meta Ads Value Rules: Conditional Bidding for High-LTV Audiences
Meta Value Rules let you apply bid multipliers to specific custom audience segments within a single campaign. Bid higher on high-LTV customers, lower on low-intent lookalikes — without creating duplicate ad sets that fragment your data.
8 min read - Analytics
Descriptive, Predictive, and Prescriptive Analytics in Marketing
Most marketing teams live in Layer 1 — they know what happened yesterday. The competitive advantage lives in Layers 2 and 3: knowing what will happen next and what to do about it.
8 min read - Strategy
Why High-ROAS Campaigns Do Not Always Deserve More Budget
The instinct to scale your best-performing campaigns by ROAS is almost universal — and often wrong. High ROAS can signal a saturated audience, a shrinking market, or budget cannibalization from a campaign that should get less money, not more.
8 min read - Analytics
GA4 Session Conversion Rate vs User Conversion Rate: Which One to Use
GA4 reports two different conversion rates for the same data. Session CR and User CR have different denominators and different answers. Using the wrong one produces the wrong diagnosis.
7 min read - Guide
Google Ads Smart Bidding: Primary vs Secondary Conversion Setup
Mixing button clicks and purchases in one conversion column trains Smart Bidding to chase the wrong users. Here is the architectural fix every Google Ads account needs.
8 min read - Analytics
Data-Driven Attribution Model Explained: How It Works in GA4 and Google Ads
Data-driven attribution uses machine learning to distribute conversion credit across touchpoints based on their actual contribution — not their position in the path. Here's how it works, where GA4 hides it, and when it gets attribution wrong.
12 min read
