[Case Study] Meta Andromeda Ads vs Amazon Ads: Who Wins?
Perpetual Traffic
Tier 11
4.8 • 849 Ratings
🗓️ 29 July 2025
⏱️ 67 minutes
🧾️ Download transcript
Summary
If you're spending across Meta, Google, Amazon, and Shopify—but still unclear which channel is actually closing the sale—this episode is your roadmap to marketing clarity. Ralph Burns and John Moran break down a real Tier 11 case study that exposes how most businesses are flying blind when it comes to attribution. You’ll discover why traditional ROAS can lead you astray, how NAC and MER reveal true performance, and why “contribution” trumps “attribution” when it comes to scaling profitably. They also dive into how tools like CAPI Import and the Tier 11 Data Suite connect the dots across paid and organic touchpoints, helping brands unlock hidden revenue and cut wasted spend. Whether you're a Shopify powerhouse or a service-based business, this episode will change how you view your media mix—and give you the frameworks to invest with confidence.
Chapters:
- 00:00:00 – Kicking Things Off: What’s REALLY Fueling Your Sales?
- 00:01:01 – The Traffic You Ignore Might Be Closing Your Deals
- 00:01:33 – Inside a $100M Ad Account: What the Data Really Says
- 00:02:22 – The Dirty Truth About Marketing “Solutions”
- 00:02:58 – Ralph Gets Real About Creative That Converts
- 00:05:54 – Clean Data or Dead Spend: Your Choice
- 00:07:08 – Why Most Marketers Misread Growth Signals
- 00:15:43 – Amazon Showdown: Vendor vs. Seller Central Exposed
- 00:26:07 – How to Spot Wasted Ad Spend with One Metric
- 00:33:02 – Stop Confusing Attribution with Contribution (It’s Costing You)
- 00:35:18 – The Metric That Changes Everything About Ad Spend
- 00:36:01 – Why You're Probably Overspending on Brand Terms
- 00:36:56 – Performance Gaps Hiding in Plain Sight
- 00:37:43 – Case Study Reveal: What Changed After the Hire
- 00:38:45 – Amazon’s Hidden Influence on Your Shopify Store
- 00:39:16 – The Strategic Way to Manage Campaign Chaos
- 00:43:58 – When Google’s Automation Fights Your Results
- 00:46:46 – The “Feeder Strategy” You Should Be Using for Holidays
- 00:48:32 – Behind Closed Doors: Real Consulting Conversations
- 00:53:44 – Final Word: What to Do With All This Insight
LINKS AND RESOURCES:
- Tier 11 Jobs
- Perpetual Traffic on YouTube
- Tiereleven.com
- Mongoose Media
- Perpetual Traffic Survey
- Perpetual Traffic Website
- Follow Perpetual Traffic on Twitter
- Connect with Lauren on Instagram and Connect with Ralph on LinkedIn
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!
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Transcript
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| 0:00.0 | Hello and welcome to the perpetual traffic podcast. |
| 0:02.5 | This is your host, Ralph Burns, founder and CEO of Tier 11. |
| 0:06.3 | And today is a show where we're going to be talking about media mix. |
| 0:13.2 | Not media mix modeling, but media mix. |
| 0:16.9 | And the right way to look at which channels, be it email, organic, meta, Google, TikTok, |
| 0:27.3 | you name it, Denny Display Network, Tabula, for that matter, which channel is actually the one |
| 0:33.5 | that's driving your business? And also, most importantly, the one that takes up 42% |
| 0:39.6 | of all online e-commerce sales, Amazon. And this is a major challenge. And this is an analysis that |
| 0:48.3 | myself and John Moran have done a couple of times on this show, but more importantly, with some of the more recent |
| 0:56.1 | tools that we have, and we're actually using Cappy Imports, if you're familiar with that. |
| 1:01.1 | We'll leave some links in the show notes for previous YouTube Lives. Now we call it the Ad Lab, |
| 1:06.1 | where we do talk about Cappy Import, as well as Tier 11 Data Suite, where you can actually determine where the traffic |
| 1:13.6 | that you're either paying for or not paying for. It's either earned, you're paid before it, |
| 1:18.6 | or it comes sort of organically or naturally to your site. Which channel is the one that's getting |
| 1:24.6 | the click, which is the one that's actually initiating the first interaction, and which is the one that's actually sealing the deal and getting |
| 1:31.2 | the last click and the conversion? |
| 1:33.8 | In this case, this is a very large advertiser for us. |
| 1:37.7 | Very everything that we're going to be talking about here today, once again, it's a case study. |
| 1:44.0 | It is a brand that we want |
| 1:45.7 | to keep private at this point. However, you, the perpetual traffic listener, whether you're a |
| 1:50.9 | service-based business or a digital products business or obviously an e-commerce business like this |
| 1:55.8 | is, you can learn a lot from it on how to decipher the data, how to read the tea leaves in order |
... |
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