Prooflytics
Marketing Analytics Blog
Benchmarks, attribution frameworks, and platform guides for performance marketers. How to diagnose, decide, and act — without the dashboard fatigue.
- Analytics
Geo Holdout Testing: How to Measure True Marketing Incrementality
Attribution models tell you where credit went. Geo holdout tests tell you whether the spend actually caused the outcome. How they work, how to design one, and what the results typically show - including the branded search finding that surprises most teams.
8 min read - Analytics
Demand Generation Metrics: The 6 Numbers That Tell You If the Machine Is Working
Most demand gen teams report on 20+ metrics and know whether the machine is healthy. These six numbers — pipeline coverage, cost per pipeline dollar, time-to-pipeline by channel, marketing-influenced revenue, new contact rate, and funnel velocity — give you that answer in one view.
10 min read - Strategy
MOFU Metrics: What to Measure in the Middle of the Funnel
MOFU is where most B2B funnels lose control - leads enter but progress visibility disappears. The five middle-of-funnel metrics that tell you whether your consideration stage is working or leaking, and how to act on each one.
8 min read - Strategy
Why Branded Search Volume Is Your Best Leading Indicator for Pipeline
Branded search volume predicts pipeline 1-3 quarters before it shows up in CRM data. How to track it in Google Search Console, what triggers a decline, and how to act before revenue numbers confirm what the trend already showed.
8 min read - Strategy
Share of Voice in Marketing: How to Measure It Across Every Channel
Share of voice measures what percentage of total market attention your brand captures versus competitors, tracked per channel. How to calculate it, where to find the data, and when to act.
8 min read - Platform
Google Back Button Hijacking Penalty: Search Console Warnings and June 2026 Enforcement
Google began sending Search Console warnings to sites that intercept the browser back button, with spam policy enforcement starting June 15, 2026. Sites where JavaScript or CSS prevents users from navigating away via browser controls are now flagged as spam signals and risk ranking penalties. For performance marketers running paid landing pages or post-click experiences, auditing back button behavior is a required pre-enforcement task.
9 min read - Platform
Google Ads AI Max AI Brief: Plain-Language Campaign Rules via Gemini
Google launched AI Brief on April 30, 2026, a Gemini-powered interface embedded in AI Max that allows advertisers to configure campaign messaging, audience matching rules, and performance guardrails using natural language instead of UI clicks or manual rule builders. Advertisers describe constraints in plain text; the system translates them into operational campaign settings. For performance teams managing AI Max campaigns, AI Brief reduces setup friction and provides a more transparent audit trail for what the AI is doing.
9 min read - Platform
Google Ads Bid Strategy Testing Now Requires CRM Data: What Changed in 2026
Google Ads changed bid strategy validation requirements in 2026, shifting from surface-level metrics like ROAS and CPC toward conversion value by time window and first-party CRM data integration. Testing a new bid strategy without CRM data now risks false positives and budget waste -- the model validates against aggregated campaign metrics that can be disconnected from actual customer lifetime value.
10 min read - Strategy
Five Types of Marketing Activity: A Classification Framework for Budget and Measurement
Every marketing budget line can be classified into one of five categories: Sales Stimulation (short-term revenue), Branding and Awareness (long-term perception), Customer Relationship (retention and loyalty), Market Development (shaping demand before customers recognize it), and Infrastructure and Capabilities (the analytics and technology base). The classification matters because each category has a different measurement approach, time horizon, and risk profile -- and confusing them leads to measuring the wrong things and cutting the wrong budgets.
11 min read
