Episode 693

full
Published on:

2nd May 2025

How Meta Ads Are Changing Forever: Advantage+ & cAPI Subterfuge REVEALED!

Ralph Burns and John Moran, the Perpetual Traffic team unpacks the massive Meta ad platform changes now affecting marketers globally. As Advantage+ campaigns edge out manual controls, Ralph and John expose what’s really going on under the hood—and what advertisers must do to adapt. With over $1 million in ad spend analyzed from their proprietary “lab,” you’ll get front-row insight into how Tier 11 is pivoting for better ROI using an unnamed—but highly effective—CAPI-based custom event system. If you’re a business owner, CMO, or media buyer navigating Meta’s new limitations, this episode is your tactical guide to staying ahead of the curve in 2025.

Chapters:

  • 00:00:00 – Why This Meta Update Will Change Everything You Thought You Knew
  • 00:00:58 – The Announcement That Shook Ad Agencies Worldwide
  • 00:03:08 – John Moran’s Million-Dollar Test Lab Drops Game-Changing Intel
  • 00:04:29 – The Secret Sauce: Merging Advantage+ with CAPI Like a Pro
  • 00:05:28 – Meta Just Moved the Goalposts — Here’s What That Means for Your Sales
  • 00:08:21 – If You're Still Running Ads the Old Way... You’re Already Losing
  • 00:09:03 – What 7-Figure Testing Reveals About Meta’s Algorithmic Shift
  • 00:11:05 – How AI + First-Party Data Are Quietly Rewriting the Rules of ROAS
  • 00:15:57 – This CAPI Tactic Could Be the Attribution Fix You’ve Been Begging For
  • 00:32:52 – Why Linear Data Flow Is Now the Backbone of Profitable Campaigns
  • 00:33:11 – Miss This Tracking Detail? Say Goodbye to Scaling Cleanly
  • 00:33:38 – The Disappearing Manual Button: What Meta Isn’t Telling You
  • 00:34:34 – The New Blueprint for Building Future-Proof Campaigns
  • 00:36:14 – Budget Allocation Tactics That Survive Meta’s Latest Chaos
  • 00:37:02 – Audience Strategy 3.0: Custom Signals That Cut Through the Noise
  • 00:51:07 – What Real Creative Testing Looks Like (Hint: It’s Not What You Think)
  • 00:53:35 – Final Fire: Live Q&A, Rapid Tactics, and Ralph’s No-BS Advice

LINKS AND RESOURCES:

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

Unbounce - Code PT10off

Next Episode All Episodes Previous Episode

Listen for free

Show artwork for Perpetual Traffic

About the Podcast

Perpetual Traffic
Helping marketing directors and CMOs master paid traffic and conversions!
Perpetual Traffic is a twice weekly podcast that shares cutting-edge strategies on acquiring leads and sales for your business. The show is produced by Tier 11 and hosted by Ralph Burns and Lauren Petrullo. Traffic is the act of putting your product, service, or message in front of your target audience…it’s the act of acquiring customers online while also building goodwill, and is the lifeline of any business. So, whether you’re a media buyer yet to create your first Facebook or Instagram ad, a Director of Marketing or CMO managing a team of marketing specialists, or a CEO growing your business on your own, you’ll discover actionable strategies that can be applied today. Perpetual Traffic combines the traffic strategies developed at Tier 11 with the real-life agency experience of the hosts. Listen to real stories of business owners and marketing executives just like you how they overcame struggles with digital marketing and online advertising. Learn how to make Facebook advertising, Instagram advertising, YouTube advertising, Twitter advertising, Google AdWords advertising, LinkedIn advertising, (and more) work for your business.

About your host

Profile picture for Kasim Aslam

Kasim Aslam