Episode 673

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Published on:

21st Feb 2025

Why Your Marketing Tracking Sucks (Even If You Think It Doesn’t) and How to Fix It

In this episode of Perpetual Traffic, Ralph Burns sits down with Cameron Campbell, a top-tier media buyer at Tier 11, and possibly the only person who can outshine John Moran’s meta expertise—at least in the looks department. Cameron brings the heat, diving deep into why most brands are flying blind with their ad data, and what they should actually be tracking to scale profitably without burning cash.

He breaks down the real numbers that matter, including NCAC (New Customer Acquisition Cost) and why relying on in-platform ROAS is basically trusting a magic 8-ball to run your business. Cameron also pulls back the curtain on Tier 11’s Data Suite vs. Meta’s Conversions API (CAPI), showing just how much revenue brands are leaving on the table when they don’t have full visibility into their customer journey. Plus, he shares his step-by-step approach to creative testing, scaling without panic, and avoiding the biggest mistakes eComm brands make.

If you’re running paid media and want to know the difference between profitable scaling and expensive guessing, this is the episode for you. Grab your notepad—this one's packed.

Chapters:

  • 00:00:03 - Introduction to Perpetual Traffic Podcast
  • 00:00:57 - Importance of Tier 11 Live Sessions
  • 00:02:14 - Meet Cameron Campbell: Media Buying Expert
  • 00:02:39 - Understanding Meta Ads and Data Strategies
  • 00:05:23 - Technical Insights: CAPI vs. Data Suite
  • 00:08:07 - Challenges in Data Accuracy and Optimization
  • 00:24:49 - Tier 11 Data Suite: A Comprehensive Solution
  • 00:32:19 - The Problem with ROAS
  • 00:33:08 - Exploring Meta Ad Account Data
  • 00:35:41 - The Importance of Accurate Data
  • 00:37:12 - New Customer Acquisition Metrics
  • 00:39:47 - Practical Application and Case Study
  • 00:45:58 - Q&A Session
  • 00:59:22 - Concluding Remarks and Next Steps

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:

Tier 11 Data Suite

AdCritter for Agencies

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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

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Kasim Aslam