Prooflytics
Marketing Analytics Blog
Benchmarks, attribution frameworks, and platform guides for performance marketers. How to diagnose, decide, and act — without the dashboard fatigue.
- Attribution
Third-Party Cookie Deprecation: The Actual 2026 Status (Not What You Heard in 2021)
Google abandoned forced third-party cookie deprecation in July 2024 and shifted to a user-choice model instead - cookies still technically work, but a shrinking, self-selecting audience keeps them enabled. Here is what that actually means for measurement.
6 min read - Attribution
App Tracking Transparency: Why Your iOS Conversion Data Has a Predictable Blind Spot
App Tracking Transparency does not make iOS conversions vanish randomly - it hides them in a predictable, correctable pattern. Here is the missing-data framework that tells you when a correction factor is safe to apply and when it is not.
6 min read - Attribution
Why Discount Code Attribution Breaks (and How to Fix It Without Losing the Code)
A unique discount code is supposed to tell you exactly which partner or campaign drove a sale. In practice, codes leak beyond their intended audience through coupon aggregator sites and word of mouth, quietly crediting the wrong source. Here is the failure mode and the fix.
7 min read - Strategy
Influencer Marketing Measurement: Why Attribution Alone Misses the Point
Influencer marketing rarely fits a click-based attribution model, but that does not mean it cannot be measured. Here is how to separate the awareness effect from the direct-response effect, and what to instrument when the budget stays flat.
6 min read - Analytics
GA4 Modeled Conversions Explained: Why Your Numbers Don't Match What You Counted
GA4 modeled conversions estimate conversions from users who declined cookie consent, using observed data from consenting users as a baseline. Here is how the modeling threshold works, why it never matches ad-platform-reported numbers, and when to trust it.
7 min read
