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Perpetual Traffic

The Least Sexy Task in Marketing You Must Do Now!

Perpetual Traffic

Tier 11

Marketing, Business, Entrepreneurship

4.8 • 849 Ratings

🗓️ 27 May 2025

⏱️ 33 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

Ralph Burns and Lauren Petrullo dive into the “ugly duckling” of digital advertising: tracking. Lauren reveals her own messy Meta event setup and why that mistake—yes, even from a pro—could be sabotaging your campaigns. Learn why placing a pixel isn’t enough, what event match quality (EMQ) really tells Meta, and how CAPI fixes data loss issues caused by browser-side limitations. This is Part 1 of a 3-part tracking mini-series... and it starts with full transparency and a touch of public flogging.

Chapters:

  • 00:00:00 - Cracking Open the Perpetual Traffic Vault
  • 00:01:31 - Why Bad Tracking Kills Great Marketing
  • 00:02:58 - Meta's Bold AI Vision (and Why It Matters)
  • 00:04:47 - The Data Black Hole of Flexible Ads
  • 00:06:53 - From Pixels to Prediction: How Ad Networks Evolved
  • 00:10:57 - Your Official Invite to the 3-Part Tracking Overhaul
  • 00:14:28 - How to Set Up Tracking Without Breaking Your Brain
  • 00:15:53 - Which Data Source Should You Actually Trust?
  • 00:15:59 - The Truth About Pixel vs. Dataset IDs
  • 00:17:04 - Don’t Just Place Events—Place Them with Purpose
  • 00:17:27 - Next-Level Pixel Installs (That Don’t Break Your Site)
  • 00:23:44 - What Your EMQ Score Is Really Telling Meta
  • 00:25:05 - The Showdown: Browser Events vs. CAPI
  • 00:28:48 - Fix Your Errors Before They Cost You More
  • 00:30:01 - Wrapping Up... and What’s Coming Next

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:

Unbounce - Code PT10off

Transcript

Click on a timestamp to play from that location

0:00.0

You're listening to Perpetual Traffic.

0:10.2

Hello and welcome to the Perpetual Traffic podcast.

0:13.1

This is your host, Ralph Burns, founder and CEO of Cheer 11 alongside my amazing co-host.

0:19.2

Lauren E. Petrulo, the founder of Monkgoose Media.

0:22.2

So glad you joined us here today.

0:23.7

Every single time I say that, you always just glow.

0:28.9

I'm a glutton for compliments.

0:31.9

You're a glutton for compliments.

0:34.1

If you want to get on Lauren's good side, you're listening to this show, that's how you do it.

0:38.8

Just compliment her hair or shoes.

0:41.7

Shoes spec, right?

0:43.7

Shoes like really, that speaks to your personality, your shoes, right?

0:49.5

Don't compliment like, oh, wow, you're tall.

0:51.5

I'm like, tell me something I don't know.

0:53.0

Tell me how great my shoes look. And specifically why they like your shoes, too. Don't like, no platitudes,

1:00.3

no that. Oh, I like them. It's like, what do you like about them? Oh, they're so cute. Oh,

1:04.3

whatever. All the stuff guys don't do. I don't filter my compliments, okay? Oh, you just take them all. Okay. Well, that's good to know.

1:13.6

I was like, can you see that I am someone who needs external validation? Absolutely. You totally are.

1:18.6

That's why you do the show. It's like you got hundreds of thousands of people that listen to you

1:22.2

every single month. It's validation every day. Well, hopefully to those 100,000 people or so,

1:26.9

a couple hundred thousand, actually,

1:28.3

more than that. Hopefully today's show is validation for you, because we are talking about tracking

...

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