Prooflytics
Marketing Analytics Blog
Benchmarks, attribution frameworks, and platform guides for performance marketers. How to diagnose, decide, and act — without the dashboard fatigue.
- Analytics
Two Teams, One Metric Name, Two Numbers: Where the Gap Actually Comes From
When two people report different figures for the same named metric, the instinct is to look for a broken integration. Usually nothing is broken. There are three specific definitional gaps that produce this, and each one needs a different fix.
6 min read - Operations
Your Tracking Plan Was Written for Product Analytics. Marketing Needs a Different One.
Every tracking plan template you can download specifies event names and properties, because they were all written for product teams instrumenting a feature. A team buying media and attributing revenue has to specify four more things, and none of them appear on those templates.
7 min read - Operations
No Connector for Your Data Source? Send It as a Webhook Instead
Connector catalogues cover the popular platforms and stop. For the in-house tool, regional ad network, or offline system nobody built an integration for, an inbound webhook is the practical answer - and it has one advantage a connector does not.
6 min read - Analytics
Email Sender Reputation: Why One Bad Campaign Can Hurt Every Send After It
Sender and domain reputation are scored continuously by mailbox providers based on recipient behavior, and a single high-complaint send can suppress deliverability for every campaign that follows - not just the one that caused it. Here is what actually drives the score and how to recover once it drops.
6 min read - Analytics
GA4 to BigQuery Export: What a Marketer Actually Needs to Know (Without Writing SQL)
BigQuery export solves GA4's two-month retention problem and gives raw, unsampled event data - but marketers usually delegate the technical setup and then can't evaluate whether it's actually working. Here is what to check without needing to write a query yourself.
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 - Analytics
GA4's Data Retention Setting Is Probably Deleting Your Data at 2 Months
GA4's event-level data retention defaults to 2 months, and most properties never get it changed to the 14-month maximum. Here is exactly what that setting controls, what it does not affect, and why the gap goes unnoticed until someone needs a year-over-year Exploration report.
6 min read - 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
