If you're spending across Meta, Google, Amazon, and Shopify—but still unclear which channel is actually closing the sale—this episode is your roadmap to marketing clarity. Ralph Burns and John Moran break down a real Tier 11 case study that exposes how most businesses are flying blind when it comes to attribution. You’ll discover why traditional ROAS can lead you astray, how NAC and MER reveal true performance, and why “contribution” trumps “attribution” when it comes to scaling profitably. They also dive into how tools like CAPI Import and the Tier 11 Data Suite connect the dots across paid and organic touchpoints, helping brands unlock hidden revenue and cut wasted spend. Whether you're a Shopify powerhouse or a service-based business, this episode will change how you view your media mix—and give you the frameworks to invest with confidence.

Chapters:

• 00:00:00 – Kicking Things Off: What’s REALLY Fueling Your Sales?
• 00:01:01 – The Traffic You Ignore Might Be Closing Your Deals
• 00:01:33 – Inside a $100M Ad Account: What the Data Really Says
• 00:02:22 – The Dirty Truth About Marketing “Solutions”
• 00:02:58 – Ralph Gets Real About Creative That Converts
• 00:05:54 – Clean Data or Dead Spend: Your Choice
• 00:07:08 – Why Most Marketers Misread Growth Signals
• 00:15:43 – Amazon Showdown: Vendor vs. Seller Central Exposed
• 00:26:07 – How to Spot Wasted Ad Spend with One Metric
• 00:33:02 – Stop Confusing Attribution with Contribution (It’s Costing You)
• 00:35:18 – The Metric That Changes Everything About Ad Spend
• 00:36:01 – Why You're Probably Overspending on Brand Terms
• 00:36:56 – Performance Gaps Hiding in Plain Sight
• 00:37:43 – Case Study Reveal: What Changed After the Hire
• 00:38:45 – Amazon’s Hidden Influence on Your Shopify Store
• 00:39:16 – The Strategic Way to Manage Campaign Chaos
• 00:43:58 – When Google’s Automation Fights Your Results
• 00:46:46 – The “Feeder Strategy” You Should Be Using for Holidays
• 00:48:32 – Behind Closed Doors: Real Consulting Conversations
• 00:53:44 – Final Word: What to Do With All This Insight

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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