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

Perpetual Traffic

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:

• Tier 11
• Mongoose Media
• Tier 11 Jobs
• Perpetual Traffic
• Marketing Performance Indicators™ Checklist
• Perpetual Traffic on YouTube
• Tier 11 on YouTube
• Connect with Lauren on Instagram
• Connect with Ralph on LinkedIn
• Follow Perpetual Traffic on Twitter

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!