Prooflytics
Marketing Analytics Blog
Benchmarks, attribution frameworks, and platform guides for performance marketers. How to diagnose, decide, and act — without the dashboard fatigue.
- 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 - Platform
Meta Advantage+ Trades Reporting Granularity for Performance - Here Is What You Actually Lose
Advantage+ campaigns let Meta's algorithm handle audience, placement, and creative decisions in one consolidated structure, which often improves results - but it also removes the segment-level reporting breakdown marketers previously used to explain why. Here is what that trade actually costs.
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 - 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
