Prooflytics
Marketing Analytics Blog
Benchmarks, attribution frameworks, and platform guides for performance marketers. How to diagnose, decide, and act — without the dashboard fatigue.
- 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 - Creative
When to Kill an Ad Creative: Stages Beat Rules of Thumb
"Give it 1,000 impressions" is not a decision rule - it is a delay. A creative is always in one of five states, and only two of them call for action. Here is how to classify a creative before deciding its fate.
6 min read - 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
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 - Analytics
Ad Viewability Standards: Why 50% Visible for 1 Second Counts as "Viewed"
The industry-standard viewability bar for a display ad is 50% of its pixels visible for just one second - a threshold most marketers have never checked their own campaigns against. Here is what the standard actually requires and why a high viewability rate still isn't the same as attention.
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
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 - 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 - Platform
Meta Pixel and Conversions API Event Deduplication: How to Set It Up Correctly
Running Meta's Pixel and Conversions API together without deduplication double-counts every conversion both systems capture. Here is exactly which fields have to match, the 48-hour matching window, and how to verify it is actually working.
6 min read - Attribution
Third-Party Cookie Deprecation: The Actual 2026 Status (Not What You Heard in 2021)
Google abandoned forced third-party cookie deprecation in July 2024 and shifted to a user-choice model instead - cookies still technically work, but a shrinking, self-selecting audience keeps them enabled. Here is what that actually means for measurement.
6 min read - Attribution
App Tracking Transparency: Why Your iOS Conversion Data Has a Predictable Blind Spot
App Tracking Transparency does not make iOS conversions vanish randomly - it hides them in a predictable, correctable pattern. Here is the missing-data framework that tells you when a correction factor is safe to apply and when it is not.
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
