Prooflytics
Marketing Analytics Blog
Benchmarks, attribution frameworks, and platform guides for performance marketers. How to diagnose, decide, and act — without the dashboard fatigue.
- Platform
What Actually Resets the Smart Bidding Learning Phase (and What Doesn't)
Google does not publish a complete official list of what restarts the Smart Bidding learning phase, which is exactly why teams keep triggering it by accident. Here is what reliably resets it, what usually does not, and how to make a change without losing a week of performance.
6 min read - Platform
Meta Ads Audience Overlap: When Your Own Campaigns Bid Against Each Other
When multiple ad sets target overlapping audiences, Meta's auction treats them as competing advertisers, inflating CPM by an estimated 18-25% on the overlapping inventory. Here is how to check overlap, read the thresholds, and fix it without new creative or budget.
7 min read - Operations
Marketing Dashboard Alert Fatigue: Why Teams Stop Checking Anomaly Alerts
One ecommerce team launched 50 Black Friday campaigns, got 200+ alerts in the first week, found 195 were noise, and stopped checking alerts by Thursday. The following Monday, an $18K weekend overspend went unnoticed as alert #47 in an ignored Slack thread. Here is how alert fatigue actually happens and how to prevent it.
7 min read
