Prooflytics
Marketing Analytics Blog
Benchmarks, attribution frameworks, and platform guides for performance marketers. How to diagnose, decide, and act — without the dashboard fatigue.
- 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
UTM Parameters Are Getting Stripped by Privacy Browsers - Here Is What Still Works
iOS 17's Link Tracking Protection and Firefox's URL stripping remove tracking parameters from links before they ever reach your site. Here is which parameters survive, which don't, and what to rely on instead.
6 min read
