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Perpetual Traffic

(Part 1) Why ROAS Sucks: The New Marketing Metric Everyone Should Use…But Aren’t

Perpetual Traffic

Tier 11

Marketing, Business, Entrepreneurship

4.8 • 849 Ratings

🗓️ 18 March 2025

⏱️ 48 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

Return on Ad Spend (ROAS) has been the go-to metric for measuring success in digital advertising, but is it actually holding your business back? In this episode, we break down why traditional ROAS is misleading, how agencies manipulate data to appear successful, and what you should be focusing on instead. John Moran joins the conversation to discuss the metrics that actually drive growth, including Media Efficiency Ratio (MER) and New Customer Acquisition Cost (NCAC). Learn how to shift your marketing strategy to prioritize long-term scalability and profitability, rather than short-term vanity metrics.

Chapters:

  • 00:00:00 - Welcome to Perpetual Traffic: Why This Episode is a Must-Listen
  • 00:00:17 - The Episode That Changed How Marketers Measure Success
  • 00:00:55 - The Truth About ROAS: Why It’s Holding Your Business Back
  • 00:02:00 - John Moran Joins Tier 11: A Game-Changer for Performance Marketing
  • 00:03:47 - From Google Ads Expert to Growth Strategist: John Moran’s Evolution
  • 00:05:21 - The Fatal Flaw of Single-Channel Agencies
  • 00:06:57 - Why a Client-Centric Approach Beats Platform Metrics Every Time
  • 00:14:02 - How Marketing Measurement Has Been Broken for Years
  • 00:16:54 - The New Marketing Strategy That Actually Scales Businesses
  • 00:25:20 - The Secret to Aligning Teams for Maximum Growth
  • 00:27:13 - Why Most Agencies Won’t Survive the Next Marketing Shift
  • 00:28:02 - The Role Agencies Should Play in Growing Your Business
  • 00:29:41 - The Future of Marketing Metrics: What You Need to Track Now
  • 00:33:13 - Real-World Case Studies: How to Fix Your Marketing Measurement Today
  • 00:43:45 - Final Takeaways and What’s Coming Next

LINKS AND RESOURCES:


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Mentioned in this episode:

Tier 11 Data Suite

AppSumo - 13% off with code traffic13

Transcript

Click on a timestamp to play from that location

0:00.0

Hey, it's Ralph here. Let me tell you about a lifestyle brand that we recently worked with where they grew their revenue by 49.8% year over year and hit eight figures in top line revenue for the very first time in their history. And they are now on track for 25 million in revenue in 2025. We are so excited to be working with this company.

0:23.8

And the reason why is they started using Tier 11 Data Suite about a year ago.

0:29.3

It re-reduced their unattributed traffic by 90%.

0:34.3

That's right.

0:35.9

They're unattributed, direct, unknown traffic that probably frustrates

0:39.7

the hell out of you over in GA4 or one of those other crappy attribution tools. We reduced

0:45.1

that unattributed traffic by 90 percent, uncovered $850,000 in hidden revenue and scaled

0:52.4

their ad spend by over 3x.

0:55.0

These results are not magic.

0:57.2

The results of clean, accurate data and a system designed for today's privacy world where

1:02.8

everybody is trying to block your data.

1:05.1

If you want to see these kinds of results for your business, reach out and let's make it happen.

1:09.1

Over at tier 11.com forward slash apply

1:12.3

and discover how Tier 11 data suite can finally allow you to scale your business,

1:18.3

acquiring new customers at a cost you can afford.

1:21.5

Head on over to tier 11.com forward slash apply.

1:25.3

Our friends over at AppSumo started with one simple idea.

1:29.0

The tools you need to grow your business shouldn't put you out of business.

1:34.8

That's why they work directly with developers to get exclusive discounts of 80 to 90% off software,

1:43.1

saving entrepreneurs like you over half of a billion dollars since 2010.

1:51.3

Some of the biggest names in tech like Mailchimp, Zapier, Dropbox, all got their start on AppSumo,

1:57.0

and with a rotating selection of hundreds of tools, the ones that you're using anyway and

...

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