Prooflytics
Marketing Analytics Blog
Benchmarks, attribution frameworks, and platform guides for performance marketers. How to diagnose, decide, and act — without the dashboard fatigue.
- 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 - Strategy
Marketing Tech Stack Audit: A Framework for Cutting Shelfware
Marketing teams use just 33% of their martech stack's capability on average, per Gartner, down from 58% in 2020. Mid-market companies waste $2,000-$8,000 per employee per year on tools that go untouched. Here is a framework for finding and cutting the waste.
7 min read - Operations
Marketing Dashboard Alert Fatigue: Why Teams Stop Checking Anomaly Alerts
One ecommerce team launched 50 Black Friday campaigns, got 200+ alerts in the first week, found 195 were noise, and stopped checking alerts by Thursday. The following Monday, an $18K weekend overspend went unnoticed as alert #47 in an ignored Slack thread. Here is how alert fatigue actually happens and how to prevent it.
7 min read
