Author: Ilan Butler

I work at the intersection of data, experimentation, and experience design, helping brands cut through noise and make decisions that actually drive growth. After years in the digital space, I got tired of seeing smart teams waste time and budget on guesswork. That’s what led me to Proof3. Here, we don’t do fluff, filler, or half-baked strategy. We test, measure, and prove what works. And we cut what doesn’t. My focus is helping clients turn insight into action, whether that’s through sharper positioning, smarter funnels, or cleaner user journeys. Every decision should earn its place. If it’s not moving the needle, it’s not worth doing.

Conversion Tracking in Paid Search: Why It Matters (and What Happens If You Get It Wrong)

Every pound you spend on Google, Meta, or Microsoft Ads should drive profitable growth. But if your conversion tracking isn’t set up properly, you’re making expensive decisions based on guesswork. We can show you how to get it on point.

Rethinking How Websites Communicate

Conversational AI has moved past the stage of being a novelty. It’s now shaping how people interact with websites in a much more fundamental way.

Using Performance Max Campaigns for Google Ads Success

In this article, we’ll guide you through exactly what Performance Max campaigns are and how they differ from other Google Ads campaign.

Unlocking the Secrets to Higher Conversion Rates: A Beginner’s Guide

For eCommerce entrepreneurs and online business owners, understanding and optimising conversion rates is less of a mystery and more of a methodical process.

Mastering eCommerce Conversion Funnel Analysis Like a Pro

In eCommerce, mastering the art of the conversion funnel analysis can mean the difference between riding the wave of success or floundering in a sea of missed opportunities.

Boost Conversions: Crafting Compelling CTAs

If there was ever a clickbait word in the digital landscape of fleeting attention spans and omnipresent online conflict, then it’s the ‘Call to Action’ (CTA).

The effect of Google Consent Mode V2 on Google Ads & GA4 Analytics

With the introduction of Google Consent Mode version 2, there has been a shift in how user consent impacts digital marketing tools.

Google Signals changes: The end of data thresholding in GA4

Google recently announced a significant update for Google Analytics 4 (GA4) users: the discontinuation of ‘Google Signals’ in the reporting identity, effective from 12th February 2024, but what does this mean for marketers? In this article, we will explain what Google Signals are, its role within Google Analytics and the impact of how this update will influence Google Analytics and its reporting.