Prooflytics
Marketing Analytics Blog
Benchmarks, attribution frameworks, and platform guides for performance marketers. How to diagnose, decide, and act — without the dashboard fatigue.
- 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 - 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
