Prooflytics
Marketing Analytics Blog
Benchmarks, attribution frameworks, and platform guides for performance marketers. How to diagnose, decide, and act — without the dashboard fatigue.
- 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 - Analytics
Cohort Analysis for Marketers: GA4 Setup, LTV Calculation, and Retention Patterns
Cohort analysis groups users by when they first converted and tracks how their behavior changes over time. It answers the question no attribution report can: are customers acquired this month worth more or less than customers from last month — and why?
11 min read - Analytics
TikTok Attribution 2026: Fix GA4 Mismatch and Set Up Attribution Portfolio
TikTok and GA4 show different conversion numbers because they use different attribution models. TikTok's Attribution Portfolio (May 2026) introduces native GA4 integration and assisted conversion tracking — here's why the gap exists and exactly how to close it.
11 min read - Platform
MailerLite Marketing Analytics: Email Performance and Campaign Data in Your Daily Briefing
Connect MailerLite to Prooflytics and see campaign performance, subscriber growth by acquisition channel, and e-commerce email revenue in your daily briefing - beyond MailerLite's own reports.
7 min read - Platform
ConvertKit (Kit) Marketing Analytics: Subscriber and Revenue Data in Your Daily Briefing
Connect ConvertKit (Kit) to Prooflytics and see subscriber growth by acquisition channel, sequence completion rates, and commerce revenue alongside your paid media spend - not just opens and clicks.
7 min read - Platform
Drip Marketing Analytics: Email Revenue and Workflow Data in Your Daily Briefing
Connect Drip to Prooflytics and see revenue per workflow, cart abandonment recovery rates, and subscriber acquisition by marketing channel - not just open rates.
7 min read - Platform
ChatGPT Ads for Performance Marketers: Channel Reality Check (2026)
ChatGPT Ads launched self-serve in May 2026 with $3-5 CPC and no minimum spend. Here is what the attribution data actually shows and how to evaluate the channel before committing budget.
8 min read - Strategy
The 'We Need More Data' Delusion in Marketing Analytics
Teams that say 'we need more data' before deciding are usually deferring a decision they already have enough data to make. Analysis paralysis costs 34% slipped deals and 20% longer sales cycles. The framework for deciding when more data actually helps and when it is procrastination.
10 min read
