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 - 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 - Platform
Google Ads Auction Insights: What Overlap Rate and Outranking Share Actually Tell You
Auction Insights shows six metrics most marketers glance at without reading correctly - overlap rate and outranking share get confused with each other constantly. Here is what each one actually measures and the specific competitive read each is built for.
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 - 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
