Ralph and Lauren are getting into the nuances of Meta’s audience segmentation and why relying solely on in-app metrics could be costing you big. They break down how Meta categorizes audiences into "new," "engaged," and "existing" and why that distinction is crucial for optimizing ad spend. If you’ve ever wondered whether your ad dollars are actually bringing in new customers or just retargeting the same warmed-up leads, this is the episode for you. Plus, Lauren shares an eye-opening moment from a recent mastermind, telling us just how many high-revenue brands are still dropping the ball on AI-driven customer engagement. Get ready for some critical insights, a little beachside humor, and the one Meta Ads setting you must double-check today​.

Chapters:

• 00:00:00 - Enter the Perpetual Traffic Arena
• 00:01:58 - Digital Marketer & The Founder's Board Blueprint
• 00:05:24 - Masterminds: The Hidden Growth Accelerator
• 00:06:06 - AI’s Customer Service Takeover
• 00:15:27 - Data: The Make-or-Break Factor
• 00:18:02 - Meta’s Audience Segmentation Secrets
• 00:26:44 - The Ad Set Performance Lab
• 00:27:51 - Audience Segmentation vs. Attribution Windows
• 00:29:38 - Ads Manager: Audience Setup Masterclass
• 00:31:33 - Data Integrity & Attribution Warfare
• 00:36:50 - Meta’s Attribution Minefield
• 00:39:42 - Tier 11 Data Suite: Your Competitive Edge
• 00:49:53 - The Final Word: What’s Next?

LINKS AND RESOURCES:

• Episode 362: META Solution Engineers Tell All: The REAL Truth Behind the iOS 14 Update
• Episode 363: How META and Facebook Plan to Solve the iOS Crisis: Part 2 with Sean Bedford and Ben Lampert from META
• Episode 673: Why Your Marketing Tracking Sucks (Even If You Think It Doesn’t) and How to Fix It
• Episode 666: The 5 Step Formula to Determine Your nCAC
• Episode 668: Part 2 – The 5 Step Formula to Determine Your nCAC
• Get Your Marketing Performance IndicatorsTM Checklist Now!
• Tier on YouTube
• Get Your Marketing Performance Indicators™ Checklist Now!
• Tier 11 Jobs
• Perpetual Traffic on YouTube
• Tiereleven.com
• Mongoose Media
• Perpetual Traffic Survey

Hiring is easy—said no smart business owner ever. In this episode of Perpetual Traffic, Ralph and Lauren sit down with Josh Hill, Tier 11’s VP of Employee Success (or whatever his title is this week), to break down the real way to find and keep A+ players. Forget the “gut feel” hiring disasters—you’ll get the step-by-step playbook for building a team that actually scales your business. Whether you're looking to offload the 80% that’s draining your soul or you just want to stop hiring people who “seemed great” but ended up ghosting you in three months, this episode is your new best friend. Oh, and there may or may not be some good-natured roasting of Josh’s Australian pronunciation of "HR."

Chapters:

• 00:00:00 - Welcome to Perpetual Traffic
• 00:00:47 - Flashback Files: What You Missed
• 00:01:59 - Enter Josh Hill: The Hiring Architect
• 00:02:46 - Military Precision Meets HR Strategy
• 00:04:23 - Hiring Without Core Values? Good Luck
• 00:07:35 - The Blueprint for Hiring Excellence
• 00:12:19 - The Three Phases You Can’t Skip
• 00:16:12 - The Map That Prevents Hiring Chaos
• 00:18:35 - Emotion vs. Logic: The Ultimate Hiring Battle
• 00:21:14 - Employees as Subscribers, Not Just Hires
• 00:22:49 - The Clone Trap: Hiring Yourself Over & Over
• 00:25:33 - Gut Instincts vs. Process: The Hiring Gamble
• 00:28:17 - AI, Automation & The New Hiring Reality
• 00:29:48 - Hiring Regrets: Expensive, Inevitable, Avoidable
• 00:32:46 - Your Best Recruiters Are Already on Payroll
• 00:38:22 - The Job Board Mirage vs. The Headhunting Goldmine
• 00:40:02 - How to Win Over Passive Candidates
• 00:42:30 - Keep This Conversation Going

LINKS AND RESOURCES:

• Email Josh
• Tier 11 on YouTube
• Get Your Marketing Performance Indicators™ Checklist Now!
• Tier 11 Jobs
• Perpetual Traffic on YouTube
• Tiereleven.com
• Mongoose Media
• Perpetual Traffic Survey
• Perpetual Traffic Website
• Follow Perpetual Traffic on Twitter
• Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

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

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!

Mentioned in this episode:

Tier 11 Data Suite

AdCritter for Agencies