Prooflytics
Marketing Analytics Blog
Benchmarks, attribution frameworks, and platform guides for performance marketers. How to diagnose, decide, and act — without the dashboard fatigue.
- 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 - Analytics
Why Your Funnel Report Hides the Real Bottleneck
Blended funnel metrics are averages that describe no actual segment. SEO leads convert to SQL at 51%; PPC at 26%. Aggregated together they produce a number that defends every bad budget decision. Why segmentation reveals what aggregates hide.
9 min read - Operations
The Marketing-Sales Handoff Failure Pattern in B2B SaaS
53% of B2B companies have broken marketing-sales handoffs. 44% of leads are never contacted. Average MQL-to-first-touch time is 39 hours, 78x slower than the 5-minute optimal. Why the handoff fails structurally and the 90-day fix that recovers 67% pipeline lift.
10 min read - Operations
Why Retargeting Eats Your Acquisition Budget (and Hides It in ROAS)
Retargeting reports the highest ROAS of any paid channel because it captures users who already wanted to convert. The actual incremental revenue is often 30-60% lower than reported. Why retargeting cannibalizes acquisition budget and the incrementality test that surfaces the gap.
10 min read - Operations
The 'Add Tracking Later' Trap (Why Marketing Instrumentation Is Never Optional)
Every team that says 'we'll add tracking later' produces 6-12 months of marketing decisions made on incomplete data. Tracking debt compounds: undocumented events, missing identifiers, broken attribution windows. Why launching without instrumentation creates permanent damage and the pre-launch checklist that prevents it.
11 min read - Analytics
Why Your A/B Tests Produce Noise, Not Signal
41.4% of A/B tests claim significance with insufficient statistical power. Of those, only 28.4% replicate at full traffic. Most marketing A/B tests do not measure what teams believe they measure. Why underpowered tests produce inflated effects and what to do instead.
10 min read - Analytics
The Looker Studio Dashboard Trap (and When to Outgrow It)
Looker Studio is free and accessible, which is why most marketing teams default to it. The trap is structural: 100K row caps, unreliable blending past 3-4 sources, no native alerting, no row-level security, and performance degradation that hits at 6-12 months for any growing team. When to use Looker Studio and when to outgrow it.
10 min read - Platform
Why Smart Bidding Does Not Save Bad Google Ads Campaigns
Smart Bidding optimizes against the conversion signal you give it. Bad conversion tracking, weak creative, and misconfigured audiences produce a bidding algorithm that efficiently spends budget on the wrong outcomes. Why teams blame the algorithm instead of the inputs, and the audit that fixes the root cause.
10 min read - Strategy
The More-Channels-More-Pipeline Fallacy in B2B SaaS
B2B SaaS teams add channels to scale pipeline. Each new channel produces lower marginal returns than the last. 6-month median outcome: 3x channels, 1.2x pipeline, 2.5x operational overhead. Why channel proliferation fails and the concentration alternative.
9 min read
