Prooflytics
Marketing Analytics Blog
Benchmarks, attribution frameworks, and platform guides for performance marketers. How to diagnose, decide, and act — without the dashboard fatigue.
- Analytics
Why Your Marketing Numbers Don't Match Across Platforms (It's the Timezone)
A campaign reporting 50 conversions in one platform and 47 in another isn't necessarily a tracking bug - each platform may be attributing the same conversions to a different calendar day. Here is how to find and fix a timezone mismatch before it wastes an afternoon of investigation.
6 min read - Analytics
Marketing Data Latency: Why Yesterday's Dashboard Number Isn't Final Yet
Most marketing platforms backfill and revise conversion data for days after it first appears. Here is why the number you see this morning is a preliminary estimate, and how to avoid making a budget call on data that hasn't settled yet.
6 min read - Analytics
Why Email Open Rate Is an Unreliable Metric Now (and What to Track Instead)
Apple's Mail Privacy Protection pre-fetches every image in an email the moment it arrives, registering an open whether or not a human ever reads the message. Here is why open rate can no longer be trusted alone, and what actually replaces it.
7 min read - Strategy
Marketing Tech Stack Audit: A Framework for Cutting Shelfware
Marketing teams use just 33% of their martech stack's capability on average, per Gartner, down from 58% in 2020. Mid-market companies waste $2,000-$8,000 per employee per year on tools that go untouched. Here is a framework for finding and cutting the waste.
7 min read - Strategy
Content Refresh Cadence: When to Update Old Articles Before They Decay
Sites that neglect aging content can lose up to 20% of organic traffic a year, per Conductor research, while HubSpot found refreshing old posts lifts organic traffic by an average of 106%. Here is the refresh cadence by content type and the signals that mean a page needs attention now.
7 min read
