2 Big Reasons Why Meta Isn’t Optimizing for Sales Anymore

Perpetual Traffic

Tier 11

Entrepreneurship, Business, Marketing

4.7 • 867 Ratings

🗓️ 13 February 2026

⏱️ 42 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

If you’re still measuring success by direct conversions alone, you could be missing the bigger picture in your campaigns. Meta is shifting its focus, and if you're not adapting, your business will be left behind.

In today’s episode, we share insights from testing with over $50 million in ad spend. You’ll hear about the importance of metrics like hook rate and hold rate, and how creative optimization is key to staying ahead. We also explain why viewing your campaigns holistically, not just through conversions, is the future of effective ad buying.

Plus, you’ll gain a clear understanding of how to navigate these changes, tweak your media buying strategy, and optimize your campaigns for better customer acquisition. Join the conversation now and learn how we’re adjusting our strategy to scale ad performance and acquire customers profitably.

In This Episode:

- Meta’s shift from sales to leading indicators

- Why video ads are now key to ad performance

- Live presentation: analysing hook and hold rates

- How hook rate and hold rate work together

- Real-world examples of hook and hold rates testing

- Why media buyers need to be growth strategists now

Mentioned in the Episode:

Previous Episode with Motion’s CEO: https://perpetualtraffic.com/podcast/episode-769-the-biggest-creative-trends-in-2026-revealed-with-reza-khadjavi/

Previous Episodes with John Moran: https://perpetualtraffic.com/?s=john+moran

Watch the Episode on YouTube: https://perpetualtraffic.com/youtube

Listen to This Episode on Your Favorite Podcast Channel:

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Follow and listen on Spotify:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns

Instagram - https://www.instagram.com/ralphhburns/

Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://perpetualtraffic.com/advertise-with-us/

Transcript

Click on a timestamp to play from that location

0:00.0	Hey, before we get in today's show, my marketing manager finally convinced me to run a wild
0:04.6	experiment in this episode because he wanted to prove what the conversion engine can do for your
0:10.2	brand. So we are giving away three of our $10,000 deep dive audits for free.
0:26.2	In this audit, and this isn't one of those audits that you get from some AI-generated bot, this actually takes us two plus weeks, seven or eight of our team members, and it is
0:32.5	incredibly in-depth.
0:34.4	It will give you insights into your media buying, your creative, your actual business
0:38.8	metrics, and find it exactly where the gaps are and where your growth is stalled and what we
0:44.0	can do about it or what you can do about it when you get the audit.
0:48.2	Now here's the catch.
0:49.3	We only have three spots.
0:51.0	So head on over to tier 11.com forward slash audit right now. Fill out the form and let's
0:56.5	see how we can scale your business in the coming year. In terms of success, meta is not focusing
1:02.1	on the sales. It's these leading indicators. Like if you are below a 25% hook rate, your ad is
1:07.7	probably being sent down to the Maya Leaks. Okay. 30% and higher is great.
1:12.4	I'll show you an example of one that's hitting both of these metrics.
1:15.5	And when you're using these hook rates,
1:17.0	you scale up to get new customers.
1:19.6	The second one is this one here.
1:21.6	Something that I don't think too many people know about, which is...
1:25.3	You're listening to Perpetual Traffic.
1:29.4	We all know this as marketers and business owners, that growth is amazing.
1:34.1	Until something breaks or some catastrophic event, heaven forbid, should ever happen to your business.
	...

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