Prooflytics
Marketing Analytics Blog
Benchmarks, attribution frameworks, and platform guides for performance marketers. How to diagnose, decide, and act — without the dashboard fatigue.
- Attribution
When GA4's Default Channel Grouping Puts Your Traffic in the Wrong Bucket
GA4 assigns every session to a channel using fixed rules you cannot edit, and any source that does not match them lands in Unassigned. Here is why the default grouping mislabels real traffic, and what a custom grouping actually fixes.
6 min read - 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
