Prooflytics
Marketing Analytics Blog
Benchmarks, attribution frameworks, and platform guides for performance marketers. How to diagnose, decide, and act — without the dashboard fatigue.
- Attribution
When GA4's Default Channel Grouping Puts Your Traffic in the Wrong Bucket
GA4 assigns every session to a channel using fixed rules you cannot edit, and any source that does not match them lands in Unassigned. Here is why the default grouping mislabels real traffic, and what a custom grouping actually fixes.
6 min read - Analytics
GA4 to BigQuery Export: What a Marketer Actually Needs to Know (Without Writing SQL)
BigQuery export solves GA4's two-month retention problem and gives raw, unsampled event data - but marketers usually delegate the technical setup and then can't evaluate whether it's actually working. Here is what to check without needing to write a query yourself.
6 min read - Attribution
UTM Parameters Are Case-Sensitive in GA4 - Here Is How That Silently Fragments Your Channel Reports
"Facebook" and "facebook" register as two different traffic sources in GA4. No error, no warning - the same real channel just quietly splits into multiple rows in every report. Here is how to catch it and enforce consistent casing going forward.
6 min read - Analytics
GA4's Data Retention Setting Is Probably Deleting Your Data at 2 Months
GA4's event-level data retention defaults to 2 months, and most properties never get it changed to the 14-month maximum. Here is exactly what that setting controls, what it does not affect, and why the gap goes unnoticed until someone needs a year-over-year Exploration report.
6 min read - Analytics
Server-Side Google Tag Manager: The Setup Mistakes That Break Tracking Silently
A server-side GTM container fixes real signal-loss problems, but a broken setup fails quietly - dashboards keep showing numbers, they are just wrong ones. Here are the mistakes that cause that, and how to actually verify a server container is working.
6 min read - Analytics
GA4 Cross-Domain Tracking Setup: How to Stop Sessions From Splitting Across Domains
A visitor moving from your marketing site to a separate checkout or app domain looks like two different sessions to GA4 by default. Here is how to configure cross-domain measurement correctly, and the two mistakes that break it silently.
6 min read - Analytics
Marketing Data Latency: Why Yesterday's Dashboard Number Isn't Final Yet
Most marketing platforms backfill and revise conversion data for days after it first appears. Here is why the number you see this morning is a preliminary estimate, and how to avoid making a budget call on data that hasn't settled yet.
6 min read
