Prooflytics
Marketing Analytics Blog
Benchmarks, attribution frameworks, and platform guides for performance marketers. How to diagnose, decide, and act — without the dashboard fatigue.
- Attribution
UTM Parameters Are Case-Sensitive in GA4 - Here Is How That Silently Fragments Your Channel Reports
"Facebook" and "facebook" register as two different traffic sources in GA4. No error, no warning - the same real channel just quietly splits into multiple rows in every report. Here is how to catch it and enforce consistent casing going forward.
6 min read - Analytics
Server-Side Google Tag Manager: The Setup Mistakes That Break Tracking Silently
A server-side GTM container fixes real signal-loss problems, but a broken setup fails quietly - dashboards keep showing numbers, they are just wrong ones. Here are the mistakes that cause that, and how to actually verify a server container is working.
6 min read - Analytics
GA4 Cross-Domain Tracking Setup: How to Stop Sessions From Splitting Across Domains
A visitor moving from your marketing site to a separate checkout or app domain looks like two different sessions to GA4 by default. Here is how to configure cross-domain measurement correctly, and the two mistakes that break it silently.
6 min read
