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Perpetual Traffic

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

Perpetual Traffic

Tier 11

Marketing, Business, Entrepreneurship

4.8 • 849 Ratings

🗓️ 2 May 2025

⏱️ 58 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

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:


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Transcript

Click on a timestamp to play from that location

0:00.0

Hello and welcome to the perpetual traffic podcast.

0:02.5

This is your host, Ralph Burns, and the founder and CEO of Tier 11.

0:05.8

And today's show is a follow-on episode to a show we did back on April 25th,

0:12.8

where we talked about some of the changes that are coming down the line,

0:15.9

or were just about to happen full bore inside meta. And having advertised on this platform for

0:24.6

well over 15 years at this point in time, being one of the first Facebook ad agencies on

0:31.4

the planet 10, 12 years ago, these are big changes. These are huge changes. I can remember

0:37.3

when they installed power editor. That was a big change. This is nothing by comparison to that. Remember when they took away the pixel five or six years ago? There has been huge changes in this platform. And one thing that's constant with this entire industry is changed. It's a good thing that you're listening to this show because we break this stuff before

0:55.9

anybody else does in the marketing space.

0:58.5

Today, we're going to be getting into a lot of the things that we talked about.

1:01.6

We didn't really know back in episode 691, which was only literally a week or so ago

1:08.1

when we were really starting to see this roll out.

1:11.7

They made sort of an announcement.

1:14.2

Meta did on their earnings call and then a couple of subsequent communications,

1:19.1

some communication that we got through our partner manager program,

1:23.3

a new sort of program that they have for agencies.

1:25.9

But John Moran, who is going to be the star of today's episode,

1:31.6

has even more in-depth understanding of it.

1:34.3

And in a very short period of time, has spent over $1 million,

1:38.4

in many cases of his own money in his sort of his test bed,

1:43.4

which we refer to as the lab, is going to be revealing

1:46.8

that here today.

...

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