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
Email Sender Reputation: Why One Bad Campaign Can Hurt Every Send After It
Sender and domain reputation are scored continuously by mailbox providers based on recipient behavior, and a single high-complaint send can suppress deliverability for every campaign that follows - not just the one that caused it. Here is what actually drives the score and how to recover once it drops.
6 min read - Operations
Who Actually Owns Your Ad Account? The Agency Handoff Question Most Clients Never Ask
When an agency creates and owns a client's ad account instead of the other way around, switching agencies can mean losing years of conversion history and audience data overnight. Here is how to check who actually owns the account, and how to fix it without disrupting a live campaign.
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
