Prooflytics
Marketing Analytics Blog
Benchmarks, attribution frameworks, and platform guides for performance marketers. How to diagnose, decide, and act — without the dashboard fatigue.
- Analytics
Two Teams, One Metric Name, Two Numbers: Where the Gap Actually Comes From
When two people report different figures for the same named metric, the instinct is to look for a broken integration. Usually nothing is broken. There are three specific definitional gaps that produce this, and each one needs a different fix.
6 min read - Operations
Your Tracking Plan Was Written for Product Analytics. Marketing Needs a Different One.
Every tracking plan template you can download specifies event names and properties, because they were all written for product teams instrumenting a feature. A team buying media and attributing revenue has to specify four more things, and none of them appear on those templates.
7 min read - Operations
Why Deduplicating Leads on Email Alone Loses Most of Your Matches
Most deduplication is built on one key: the email address. For a large share of businesses that key is missing on the majority of their contacts, so the dedup silently does nothing. Here is what a second key changes, and why formatting breaks matching more often than missing data does.
6 min read - Operations
No Connector for Your Data Source? Send It as a Webhook Instead
Connector catalogues cover the popular platforms and stop. For the in-house tool, regional ad network, or offline system nobody built an integration for, an inbound webhook is the practical answer - and it has one advantage a connector does not.
6 min read - Analytics
Why Your Marketing Numbers Don't Match Across Platforms (It's the Timezone)
A campaign reporting 50 conversions in one platform and 47 in another isn't necessarily a tracking bug - each platform may be attributing the same conversions to a different calendar day. Here is how to find and fix a timezone mismatch before it wastes an afternoon of investigation.
6 min read
