Prooflytics
Marketing Analytics Blog
Benchmarks, attribution frameworks, and platform guides for performance marketers. How to diagnose, decide, and act — without the dashboard fatigue.
- Operations
Marketing Campaign Brief Template (2026): 10 Sections That Ship
A marketing campaign brief needs ten sections: name, objective, audience, message, channels, assets, timeline, budget, KPIs, approval flow. Copy-ready template with field-level guidance and the 90-minute completion target.
9 min read - Strategy
Marketing OKRs Template (2026): Quarterly Goals That Drive Pipeline
Marketing OKRs need 3-5 objectives with 3-5 key results each. Copy-ready quarterly examples for B2B SaaS and DTC, with the structure that ties marketing work to revenue outcomes (not vanity metrics).
10 min read - Strategy
Marketing KPI Tree Template (2026): From North Star to Owned Metrics
A marketing KPI tree connects one north-star metric to 3-5 driver metrics, then to 2-3 owned metrics per driver. Copy-ready structure for B2B SaaS and DTC with named owners and the 60-minute build workflow.
10 min read - Strategy
Annual Marketing Plan Template (2026): 8 Sections That Get Approved
An annual marketing plan needs eight sections: executive summary, situation analysis, goals, audience, strategy, channel tactics, budget, measurement. Copy-ready structure following the SOSTAC framework with budget allocation and quarterly milestones.
11 min read - Operations
Marketing Dashboard Template (2026): 3-Tier Structure for CMOs
A marketing dashboard needs three tiers: summary (5-7 KPIs scannable in 60 seconds), segmentation (by channel, campaign, region, segment), and drill-down (why and what to do). Copy-ready structure with KPI selection by ICP type.
10 min read - Operations
Monthly Marketing Report Template (2026): Structure That Earns Budget
A monthly marketing report needs five sections: one-page executive summary, channel performance, financial overview, top campaigns, next-month plan. Copy-ready structure with field guidance and the difference from weekly reports.
9 min read - Operations
Weekly Marketing Report Template (2026): 6 Sections That Work
A weekly marketing report needs six sections: executive summary, channel performance, goal vs actual, week-over-week trends, anomaly explanation, and recommended actions. Copy-ready structure with field-level guidance and the 12-minute completion target.
10 min read - Analytics
First-Purchase ROAS vs 90-Day ROAS: Which to Optimize
First-purchase ROAS reports revenue inside a 7-30 day window. 90-day ROAS captures repeat orders that follow. Optimizing the wrong window misallocates ad budget by 20-40% for DTC brands with strong repeat-purchase behavior. Decision framework and benchmarks.
10 min read - Analytics
Pipeline Coverage Ratio: The 3x Rule and What It Misses (2026)
The classic 3x pipeline coverage rule is a 1990s enterprise relic. The correct ratio depends on your win rate: 25% win rate needs 4x coverage, 33% needs 3x. Benchmarks by segment, the formula that actually matches your team, and the diagnostic for coverage drift.
10 min read - Analytics
Customer Lifetime Value (CLV) Calculation: 3 Methods Compared
Historic CLV is backwards-looking and reliable but slow. Cohort CLV is operational and updates fast. Predictive CLV is precise but requires data depth. Which method to use depends on your data maturity and decision horizon - not on what's mathematically purest.
10 min read - Analytics
CPA vs CAC: The Difference and When Each Matters (2026)
CPA measures cost per single conversion at the campaign level. CAC measures fully-loaded cost of acquiring a paying customer at the business level. Confusing them produces $50K-$500K in misallocated budget per year for most mid-market teams. Clear definitions and decision framework.
10 min read - Analytics
Net Revenue Retention (NRR) Benchmarks 2026: 97% to 130%+
B2B SaaS NRR median is 106% in 2026. Enterprise leads at 118% median, mid-market 108%, SMB 97%. Best-in-class exceeds 130%. Benchmarks by segment and ARR stage, with the diagnostic for NRR underperformance.
9 min read - Analytics
Repeat Purchase Rate Benchmarks (2026): 10% to 55% by Category
DTC average repeat purchase rate is 25-30%. Consumables hit 40-55%, beauty 30-40%, fashion 25-32%, luxury just 10%. Benchmarks by category and the 60-day window that predicts 3× higher long-term retention.
10 min read - Analytics
AOV Benchmarks by Industry (2026): From $45 to $436+
Global ecommerce AOV averages $145-150 in 2026. Luxury/jewelry leads at $436, home at $253, fashion at $191. DTC Shopify sits at $85-95. Benchmarks by category, device, and region, with the diagnostic for AOV underperformance.
10 min read - Analytics
MQL to SQL Conversion Rate Benchmarks (2026): 13% Median
Cross-industry MQL to SQL conversion averages 13%. B2B SaaS sits at 18-22%, top performers reach 35-40%. Benchmarks by industry and channel - SEO-sourced MQLs convert at 51%, PPC at 26%. Diagnostic for funnel handoff problems.
9 min read - Analytics
Marketing-Sourced Pipeline % Benchmarks (2026): What Good Looks Like
B2B SaaS marketing-sourced pipeline averages 30-50%; top quartile reaches 60-70%. The benchmark depends on GTM motion (PLG runs 60-80%, enterprise 30-45%) and deal size. How to measure it and what the number actually tells you.
10 min read - Analytics
CTR Benchmarks by Platform 2026: Meta, Google, LinkedIn, TikTok
Google Search CTR averages 3.5-6.8% in 2026, Meta link-click 1.5-3%, LinkedIn standard sponsored content 0.5-1%, TikTok 0.6-0.9%. Cross-platform benchmarks with intent-context for diagnosis.
10 min read - Analytics
Conversion Rate Benchmarks by Industry (2026): B2C, B2B, SaaS
Average ecommerce conversion is 2-3% globally, but ranges from 0.9% (luxury) to 6.2% (food). B2B SaaS visitor-to-lead sits at 1.5-2.5%. Benchmarks by category, plus the diagnostic to use when yours drifts.
9 min read - Analytics
CAC Payback Period Benchmarks (2026): 6 to 24 Months
The 2026 median B2B SaaS CAC payback is 18 months, up from 14 in 2023. Benchmarks by ACV tier and company stage, the two valid formulas, and the watch-list signals that flag drift before it hits cash flow.
10 min read - Platform
Clay Marketing Analytics: Lead Enrichment Data in Your Daily Briefing
Connect Clay to Prooflytics and see enrichment coverage rates, email validity, and outbound campaign performance by ICP segment - so your lead enrichment investment is evaluated by the outreach outcomes it produces, not just the data fields it fills.
10 min read
