Prooflytics
Marketing Analytics Blog
Benchmarks, attribution frameworks, and platform guides for performance marketers. How to diagnose, decide, and act — without the dashboard fatigue.
- Platform
What Actually Resets the Smart Bidding Learning Phase (and What Doesn't)
Google does not publish a complete official list of what restarts the Smart Bidding learning phase, which is exactly why teams keep triggering it by accident. Here is what reliably resets it, what usually does not, and how to make a change without losing a week of performance.
6 min read - Creative
Ad Creative Testing and Statistical Significance: When You Actually Have Enough Data to Decide
Most creative tests get called before they have enough traffic to mean anything. Here is what statistical significance actually requires, why low-traffic accounts should stop waiting for it, and what to track instead.
7 min read - Strategy
Diminishing Returns in Ad Spend: How to Spot the Saturation Curve Before You Overspend
Every ad channel has a saturation point where each additional dollar returns less than the one before it. Here is how to recognize the curve, why high ROAS does not mean more budget is safe, and what to track instead of chasing blended averages.
8 min read - Platform
Meta Ads Audience Overlap: When Your Own Campaigns Bid Against Each Other
When multiple ad sets target overlapping audiences, Meta's auction treats them as competing advertisers, inflating CPM by an estimated 18-25% on the overlapping inventory. Here is how to check overlap, read the thresholds, and fix it without new creative or budget.
7 min read
