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Perpetual Traffic

Why Your Marketing Tracking Sucks (Even If You Think It Doesn’t) and How to Fix It

Perpetual Traffic

Tier 11

Marketing, Business, Entrepreneurship

4.8 • 849 Ratings

🗓️ 21 February 2025

⏱️ 64 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

In this episode of Perpetual Traffic, Ralph Burns sits down with Cameron Campbell, a top-tier media buyer at Tier 11, and possibly the only person who can outshine John Moran’s meta expertise—at least in the looks department. Cameron brings the heat, diving deep into why most brands are flying blind with their ad data, and what they should actually be tracking to scale profitably without burning cash.

He breaks down the real numbers that matter, including NCAC (New Customer Acquisition Cost) and why relying on in-platform ROAS is basically trusting a magic 8-ball to run your business. Cameron also pulls back the curtain on Tier 11’s Data Suite vs. Meta’s Conversions API (CAPI), showing just how much revenue brands are leaving on the table when they don’t have full visibility into their customer journey. Plus, he shares his step-by-step approach to creative testing, scaling without panic, and avoiding the biggest mistakes eComm brands make.

If you’re running paid media and want to know the difference between profitable scaling and expensive guessing, this is the episode for you. Grab your notepad—this one's packed.

Chapters:

  • 00:00:03 - Introduction to Perpetual Traffic Podcast
  • 00:00:57 - Importance of Tier 11 Live Sessions
  • 00:02:14 - Meet Cameron Campbell: Media Buying Expert
  • 00:02:39 - Understanding Meta Ads and Data Strategies
  • 00:05:23 - Technical Insights: CAPI vs. Data Suite
  • 00:08:07 - Challenges in Data Accuracy and Optimization
  • 00:24:49 - Tier 11 Data Suite: A Comprehensive Solution
  • 00:32:19 - The Problem with ROAS
  • 00:33:08 - Exploring Meta Ad Account Data
  • 00:35:41 - The Importance of Accurate Data
  • 00:37:12 - New Customer Acquisition Metrics
  • 00:39:47 - Practical Application and Case Study
  • 00:45:58 - Q&A Session
  • 00:59:22 - Concluding Remarks and Next Steps

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:

Tier 11 Data Suite

AdCritter for Agencies

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.

0:29.2

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 their

0:52.7

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

1:02.6

where 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 acquiring new

1:18.9

customers at a cost you can afford. Head on over to tier 11.com forward slash apply.

1:25.3

Hey folks, Ralph here with something that could seriously upgrade your top of funnel ad game,

1:31.4

if you've been a PT listener for any period of time,

1:33.5

you know that we talk about top of funnel all the time and how challenging it is

1:37.6

for you to get quality top of funnel clients or leads or customers and then convert them typically at bottom of funnel.

1:47.5

Well, TV advertising is one of those areas that we haven't discussed here on PT all that much.

1:53.7

But our friends over at AdCritter have figured this stuff out.

1:57.8

They do connect to TV ads so you can be everywhere without spending millions on Super Bowl

...

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