Prooflytics
Marketing Analytics Blog
Benchmarks, attribution frameworks, and platform guides for performance marketers. How to diagnose, decide, and act — without the dashboard fatigue.
- Analytics
Geo Holdout Testing: How to Measure True Marketing Incrementality
Attribution models tell you where credit went. Geo holdout tests tell you whether the spend actually caused the outcome. How they work, how to design one, and what the results typically show - including the branded search finding that surprises most teams.
8 min read - Analytics
Demand Generation Metrics: The 6 Numbers That Tell You If the Machine Is Working
Most demand gen teams report on 20+ metrics and know whether the machine is healthy. These six numbers — pipeline coverage, cost per pipeline dollar, time-to-pipeline by channel, marketing-influenced revenue, new contact rate, and funnel velocity — give you that answer in one view.
10 min read - Strategy
MOFU Metrics: What to Measure in the Middle of the Funnel
MOFU is where most B2B funnels lose control - leads enter but progress visibility disappears. The five middle-of-funnel metrics that tell you whether your consideration stage is working or leaking, and how to act on each one.
8 min read
