Ralph Burns and John Moran, the Perpetual Traffic team unpacks the massive Meta ad platform changes now affecting marketers globally. As Advantage+ campaigns edge out manual controls, Ralph and John expose what’s really going on under the hood—and what advertisers must do to adapt. With over $1 million in ad spend analyzed from their proprietary “lab,” you’ll get front-row insight into how Tier 11 is pivoting for better ROI using an unnamed—but highly effective—CAPI-based custom event system. If you’re a business owner, CMO, or media buyer navigating Meta’s new limitations, this episode is your tactical guide to staying ahead of the curve in 2025.

Chapters:

• 00:00:00 – Why This Meta Update Will Change Everything You Thought You Knew
• 00:00:58 – The Announcement That Shook Ad Agencies Worldwide
• 00:03:08 – John Moran’s Million-Dollar Test Lab Drops Game-Changing Intel
• 00:04:29 – The Secret Sauce: Merging Advantage+ with CAPI Like a Pro
• 00:05:28 – Meta Just Moved the Goalposts — Here’s What That Means for Your Sales
• 00:08:21 – If You're Still Running Ads the Old Way... You’re Already Losing
• 00:09:03 – What 7-Figure Testing Reveals About Meta’s Algorithmic Shift
• 00:11:05 – How AI + First-Party Data Are Quietly Rewriting the Rules of ROAS
• 00:15:57 – This CAPI Tactic Could Be the Attribution Fix You’ve Been Begging For
• 00:32:52 – Why Linear Data Flow Is Now the Backbone of Profitable Campaigns
• 00:33:11 – Miss This Tracking Detail? Say Goodbye to Scaling Cleanly
• 00:33:38 – The Disappearing Manual Button: What Meta Isn’t Telling You
• 00:34:34 – The New Blueprint for Building Future-Proof Campaigns
• 00:36:14 – Budget Allocation Tactics That Survive Meta’s Latest Chaos
• 00:37:02 – Audience Strategy 3.0: Custom Signals That Cut Through the Noise
• 00:51:07 – What Real Creative Testing Looks Like (Hint: It’s Not What You Think)
• 00:53:35 – Final Fire: Live Q&A, Rapid Tactics, and Ralph’s No-BS Advice

LINKS AND RESOURCES:

• Episode 691: The MAJOR Meta Advantage+ Changes You Must Know
• Meta Advantage + Breaking News! | Tier 11 Live! - EP037
• Get Your nCAC Calculator 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!

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