Prooflytics
Marketing Analytics Blog
Benchmarks, attribution frameworks, and platform guides for performance marketers. How to diagnose, decide, and act — without the dashboard fatigue.
- Strategy
Stop Using Fixed PPC Budget Ratios: How to Allocate by Funnel Health
Fixed 40/60 or 70/30 upper-to-lower funnel budget splits rarely survive real market conditions. Upper-funnel Demand Gen spend takes 4-8 weeks to appear as lower-funnel Search conversions. Here is a conditions-based framework for monthly budget reallocation using Search Terms, impression share, and conversion data you already have.
8 min read - Platform
Google Performance Max Asset Testing: How to Use the New Experiments Tool
Google launched asset experiments for Performance Max in June 2026, letting advertisers compare asset groups, measure individual asset impact, and declare winners based on a secondary KPI. Here is what the tool does, how to run your first experiment, and what to test first.
8 min read - Platform
ChatGPT Ads 2026: What 1 Million Queries Reveal About Competitor Strategy
Adthena analyzed nearly 1 million ChatGPT queries across 20 industries and 5 markets from March to May 2026. US accounts for ~90% of all ChatGPT ad placements. Logistics leads at 12.4% ad frequency. Retail captures 39% of ads despite only 24% of query volume. Here is what the data means for competitive strategy.
7 min read - Analytics
AI Chatbot Traffic in GA4 2026: How to Track What Direct Is Hiding
Traffic from ChatGPT, Perplexity, Claude, Gemini, and Copilot is landing in your GA4 as Direct or Referral with no channel label. It is a real and growing acquisition channel, and GA4 has no built-in definition for it. Here is how to set up the filter and the custom channel group to surface it.
8 min read - Platform
Google Ads AI Call Qualification 2026: What Changes for Call Tracking
Google Ads announced AI-powered call qualification in April 2026, replacing call duration as the primary conversion signal for phone leads. The system filters spam and low-intent calls before they reach Smart Bidding. Here is what changes, who is affected, and what to review in your account.
7 min read - 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
