Ralph is sharing an episode he was on of ‘Living the Red Life’ with Rudy Mawer. In this episode, Ralph breaks down a powerful case study showing how his team discovered $2.4 million in revenue from a $500,000 ad spend using the Tier 11 Data Suite. They discuss the importance of attribution tracking beyond Meta's standard 7-day and 28-day reporting windows, particularly for high-ticket offers with long sales cycles. Ralph shares how a strategic offer—a free Botox injection—led to upsells worth thousands of dollars, but only became visible through long-term attribution tracking tools like Wicked Reports. They also touch on the challenges of managing data across multiple disconnected CRMs, the evolving complexity of advertising in 2024, and the critical role of understanding lifetime customer value. This episode is a must-listen for marketers navigating multi-channel ad strategies and long buyer journeys.

Chapters

• 00:00 – The Starting Gate: Where Strategies Take Shape
• 00:05 – $500K Input, $2.4M Output: The Revenue Alchemy
• 01:56 – The Two-Step Secret: From Small Ticket to Big Wins
• 02:57 – Digital Detective Work: Tools That Reveal the Invisible
• 03:56 – MOBU Unlocked: A New Era in Ad Buying
• 04:24 – Rudy’s Red Pill: Marketing in 2025
• 05:41 – Chaos to Clarity: Multi-Channel Mastery
• 11:18 – The Attribution Game: Third-Party Tools Exposed
• 18:09 – Botox & Big Numbers: The Case Study Playbook
• 24:31 – The Crystal Ball: Marketing's Future Revealed
• 25:08 – Lessons from the Trenches: Ralph’s Business Playbook
• 30:31 – The Final Frame: Key Takeaways Locked In

LINKS AND RESOURCES:

• Get started with business tools from Meta
• AirSculpt
• About attribution windows in Meta Ads ManagerAbout attribution windows in Meta Ads Manager
• About Meta Ads Reporting
• 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!

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Ralph and Lauren are going into the details of Q5 marketing—a prime time often overlooked by marketers. They are sharing how leveraging this period, starting mid-December when shipping constraints kick in, can yield leads at a fraction of the cost, especially for high-ticket items. They’ll be walking us through a real-time case study where $700 quality leads dropped to under $70 using strategic ad spending and optimized lead funnels. Ralph and Lauren will also touch on how chaotic human behavior affects lead nurture strategies. Be sure to tune in and embrace this "golden opportunity" window. Start the year ahead of the competition!

Chapters:

• 00:00:00 – Starting Bold: No Fluff, All Strategy
• 00:00:42 – Cracking the Case: The 63% Lead Surge
• 00:02:18 – Golden Weeks Decoded: Welcome to Q5
• 00:05:50 – High Stakes, High Ticket: The Ultimate Lead Playbook
• 00:10:58 – Back from the Dead: Breathing Life into Old Leads
• 00:15:50 – Tactical Brilliance: Paid Traffic Secrets for Q5
• 00:21:38 – Festive Farewell: Wisdom Wrapped with a Bow

LINKS AND RESOURCES:

• Episode 649: Fix These 17 Biggest Mistakes You Are Making Right Now With Your Meta Ads
• Generate new leads by providing value for people
• 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!

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Ralph and Lauren get into the shifting tides of advertising, breaking down Meta’s upcoming restrictions and what they mean for businesses in 2025. From sensitive ad categories to the growing challenges of personalized advertising, they lay out strategies to adapt and thrive in a world where privacy laws are rewriting the rules. Along the way, they reflect on co-host dynamics, swap sharp takes on the future of marketing, and leave you with advice to stay ahead of the curve.

Chapters

• 00:00:00 - Opening Loops & Layers: What's Coming Up?
• 00:00:13 - New Energy in the Room: Meet the Co-Host!
• 00:01:28 - Rewind Chronicles: Co-Hosts of the Past
• 00:02:45 - Meta’s Maze: Surviving a Shifting Landscape
• 00:04:55 - The Future is Delicate: 2025's Red Flags
• 00:05:06 - Wellness Hit: Brands Brace for Impact
• 00:12:21 - Privacy Wars: Personalization vs. Boundaries
• 00:15:37 - Rulebook Rewritten: Navigating Ad Chaos
• 00:17:41 - Looking Ahead: Staying Sharp in the Storm
• 00:28:14 - Endnotes and Epiphanies: Wisdom to Go

LINKS AND RESOURCES:

• Episode 649: Fix These 17 Biggest Mistakes You Are Making Right Now With Your Meta Ads
• Choosing a Special Ad Category
• Agency Freedom Live
• 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!

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Ralph Burns and Lauren Petrullo host Andrius Baranauskas, Head of Product at Shopify, to explore Shopify's latest Winter Editions update. The conversation digs into the platform's shift toward enhancing existing features for a streamlined merchant experience. Key highlights include the expansion of "Shop Campaigns," Shopify's dynamic marketing tool, to all merchants, and the power of the Shop App for customer acquisition and retention. The episode also unpacks how Shopify leverages data to optimize customer lifetime value and reduce marketing complexity, offering practical insights for merchants at any stage of growth.

Chapters:

• 00:00:00 - Opening the Shopify Winter Door
• 00:01:00 - Boring Edition or Game-Changer?
• 00:02:15 - The Boring That Makes You Listen
• 00:04:02 - Not Boring: The Hidden Side
• 00:07:43 - Marketing Magic: Shopify’s Take
• 00:12:55 - Shop Campaigns: Simplicity in Strategy
• 00:16:20 - Shop App: The Secret Weapon
• 00:23:39 - Privacy and Precision: Audience Insights
• 00:27:58 - Sales Doubled? Here’s How
• 00:28:59 - Aiming Smarter: Targeting Evolution
• 00:29:30 - Cracking the Ad Benchmark Code
• 00:30:41 - Capitalizing on Ecosystem Synergy
• 00:33:37 - Customer Costs That Pay Off
• 00:35:40 - Incentives That Adapt to You
• 00:38:08 - Success Stories in Simple Campaigns
• 00:42:46 - Ecosystem Deep Dive and Future Look
• 00:51:49 - Personalizing the Shop App Journey
• 00:56:58 - Final Words: Resources You’ll Need

LINKS AND RESOURCES:

• Shopify Editions Winter '25
• The Boring Edition: Everything improved
• Acquire and convert customers at a controlled cost
• Drive up to 2x more retargeting conversions
• Shop App
• 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...

Ralph Burns and John Moran discuss a new feeder strategy designed to address common challenges in search campaigns and Performance Max setups. They’re explaining innovative ways to combat spam leads, optimize ad performance, and improve return on ad spend through structured approaches and practical examples. The duo outlines steps for leveraging feeder strategies to scale campaigns effectively while maintaining high-quality results.

Chapters

• 00:00:00 - Feeder Strategy 101: Not Your Average Marketing Lesson
• 00:00:09 - Why Feeder Strategies Deserve a Standing Ovation
• 00:00:48 - Lead Gen Woes: It’s Not Me, It’s You
• 00:02:24 - Offline Conversion Imports: The Real MVP
• 00:03:31 - John Moran’s Secret Recipe for Lead Gen Success
• 00:04:40 - PMax vs. Lead Gen: The Ultimate Face-Off
• 00:07:18 - Spam Leads: Identified, Declassified, Neutralized
• 00:12:55 - A Feeder Strategy Case Study Walks Into a Bar...
• 00:17:31 - Results So Good, They’re Practically Smug
• 00:22:15 - The Algorithm’s Favorite Snack: Real ROI
• 00:25:53 - Wrapping Up: Insights That’ll Make Your Brain Do a Happy Dance

LINKS AND RESOURCES:

• 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!

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Ralph and Lauren are discussing the critical moments of business planning and how to evaluate and improve team dynamics, agency partnerships, and overall strategies heading into the new year. Get ready to explore the nuances of prioritizing resources, testing new initiatives, and aligning goals to achieve scalable success. Their strategy over tactics approach offers information you can use to maximize opportunities for your business(es) in 2025!

Chapters

• 00:00:00 The Starting Line: Welcome to the Show
• 00:00:34 Holiday Chaos and Quirky Traditions
• 00:05:53 Crystal Ball Time: Plotting the 2025 Vision
• 00:07:24 Is Your Team Crushing It or Coasting?
• 00:13:54 Strategy Isn’t Just a Buzzword—It’s the Game
• 00:20:02 Lunar New Year, Anyone? Cultural Marketing Wins
• 00:22:29 Finding Your Goldmine Clients (Hint: They’re Loyal)
• 00:23:04 Meta vs. Google: Which Channel Deserves Your Love?
• 00:24:59 Big Goals, Tiny Steps: The Secret to Crushing 2025
• 00:27:12 Test It, Scale It, But Don’t Break It
• 00:32:15 Post-Mortem on 2024: Wins, Fails, and WTF Moments
• 00:39:05 Signing Off: Kind Words and Big Plans

LINKS AND RESOURCES:

• Get Your Marketing Performance Indicators™ Checklist Now!
• Agency Freedom Live
• 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:

AdCritter for Agencies

Ralph Burns and John Moran are giving you an exclusive sneak peek into Tier 11's Data Suite, designed to solve the long-standing issues of attribution and data integrity in digital marketing. They explore how this tool leverages edge servers and CDNs to clean up and optimize data, offering marketers better visibility and accuracy for decision-making. They point out the pitfalls of traditional tracking methods, share insights on ad spend optimization, and discuss the implications for small and mid-sized businesses navigating a complex ad ecosystem. Their conversation is laced with examples that explain the impact of precise data in scaling businesses effectively.

Chapters

• 00:00:00 - Welcome to the Party: Ralph’s Big Data Reveal
• 00:01:00 - Oh, Privacy, You’re Killing Me: The Data Crisis Unpacked
• 00:01:36 - The Secret Sauce: Tier 11’s Data Suite (You’re Welcome)
• 00:02:29 - John’s Here, Let’s Get Serious (Kind of)
• 00:05:15 - Attribution: The World’s Most Annoying Puzzle
• 00:08:14 - The Edge, the Warehouse, and the Interface Walk Into a Bar
• 00:13:14 - War Stories: Real Clients, Real Wins, Real Chaos
• 00:18:19 - Tech Nerd Alert: The Edge Servers Explained
• 00:21:05 - Tag, You’re It: The CDN That Knows Everything
• 00:25:45 - Lost in Data Limbo? Here’s How to Get Out
• 00:28:12 - First-Party Data: The Cleanest Dirty Laundry You’ll Ever Own
• 00:30:35 - Performance Max Is Lying to You (But It’s Okay)
• 00:32:20 - Smarter Decisions Start Here: Data You Can Actually Trust
• 00:34:22 - Autopsy Time: How Campaigns Succeed (or Crash)
• 00:35:38 - Performance Max vs. Reality: Spoiler Alert, It’s Complicated
• 00:36:20 - ROAS Dreams and Brand Nightmares
• 00:37:43 - Cold Traffic, Warm Wallets: Campaign Tips That Work
• 00:38:38 - Brave New World: Non-Brand Search Campaigns for Beginners
• 00:43:54 - Feeder Strategy Gold: Insights You Didn’t Know You Needed
• 00:45:24 - Q&A: Your Burning Questions, Our Smug Answers
• 00:54:30 - Black Friday: Scaling Without Losing Your Mind
• 01:00:05 - That’s a Wrap: See ya!

LINKS AND RESOURCES:

• Tier 11 Jobs
• Perpetual Traffic on YouTube
• Tiereleven.com
• Marketing Performance Indicators™ Checklist
• Schedule a Tier 11 Discovery Call
• AdCritter for Agencies
• Agency Freedom Live - December 2024
• 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...

On today’s show, Ralph and Lauren are talking about the game-changing potential of the Facebook (Meta) Pixel. They’re breaking down the evolution of the Meta Pixel, the differences between standard events and custom conversions, and the often-missed opportunities in advanced tracking. Marketers, tune in to hear how to escape the "muck of mediocrity" and avoid the "data drought" by feeding the algorithm the right data. If you’re ready to stop wasting ad spend and start optimizing your campaigns like a pro, this episode delivers everything you need—no fluff, just results.

Chapters

• 00:00:00 - Kickoff: Why This Episode Will Change Your Strategy
• 00:00:33 - The Hidden Power of the Facebook Pixel
• 00:01:58 - Meta Pixel: What You Never Knew About Its History
• 00:03:12 - Standard Events vs. Custom Conversions: A Critical Comparison
• 00:04:53 - Unpacking Standard Events: Insights You Can’t Miss
• 00:08:21 - Advanced Tracking: The Secret Sauce of Custom Conversions
• 00:10:21 - Real-World Examples: How Tracking Transforms Strategy
• 00:12:45 - Why Initiate Checkout Is More Than Just a Click
• 00:15:03 - The Overlooked Power of Event Hierarchies
• 00:18:27 - How to Use Standard Events for Precision Optimization
• 00:21:58 - Real-Life Wins: Data-Driven Campaign Success Stories
• 00:26:12 - Bridging the Gap: Aligning Tracking with Business Goals
• 00:29:36 - The Wrap-Up: Practical Takeaways to Propel Your Success

LINKS AND RESOURCES:

• Specifications for Meta Pixel standard events
• Tier 11 on YouTube
• Get Your Marketing Performance Indicators™ Checklist Now!
• Agency Freedom Live
• 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:

AdCritter for Agencies