Perpetual Traffic

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.Chapters00:00:00 - Kickoff: Why This Episode Will Change Your Strategy00:00:33 - The Hidden Power of the Facebook Pixel00:01:58 - Meta Pixel: What You Never Knew About Its History00:03:12 - Standard Events vs. Custom Conversions: A Critical Comparison00:04:53 - Unpacking Standard Events: Insights You Can’t Miss00:08:21 - Advanced Tracking: The Secret Sauce of Custom Conversions00:10:21 - Real-World Examples: How Tracking Transforms Strategy00:12:45 - Why Initiate Checkout Is More Than Just a Click00:15:03 - The Overlooked Power of Event Hierarchies00:18:27 - How to Use Standard Events for Precision Optimization00:21:58 - Real-Life Wins: Data-Driven Campaign Success Stories00:26:12 - Bridging the Gap: Aligning Tracking with Business Goals00:29:36 - The Wrap-Up: Practical Takeaways to Propel Your SuccessLINKS AND RESOURCES:Specifications for Meta Pixel standard eventsTier 11 on YouTubeGet Your Marketing Performance Indicators™ Checklist Now!Agency Freedom LiveTier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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 and Lauren tackle the challenges marketers and business owners face when managing lead generation and sales processes. They break down the critical differences between Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs) and share actionable strategies for optimizing ad algorithms and leveraging CRM data effectively. The conversation highlights the power of transparency and alignment within teams and with agency partners to maximize ROI. With a focus on practical insights, they also explore how to use standard events in digital advertising to improve lead quality and drive better business outcomes.Chapters:00:00:00 - Kickoff: Welcome to an Unfiltered Dive Into Marketing Strategies00:01:00 - Listener Reviews: What You’re Saying About the Show00:03:50 - Constructive Criticism: Turning Feedback Into Actionable Insights00:08:40 - MQL vs. SQL: Why Knowing the Difference Changes Everything00:18:05 - MPI Checklist Unpacked: The Simple Tool to Qualify Your Leads00:19:30 - Lead Qualification Secrets: How to Spot the Real Prospects00:20:45 - Custom Thank You Pages: The Game-Changer You’re Overlooking00:22:08 - Campaign Optimization: Attracting the Customers You Actually Want00:28:43 - Standard Events Masterclass: Supercharging Your Ad Performance00:33:39 - Final Thoughts: Quick Wins and Next Steps to Level UpLINKS AND RESOURCES:Tier 11 on YouTubeGet Your Marketing Performance Indicators™ Checklist Now!Tier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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 Lauren Petrullo tackle some of the biggest misconceptions about Conversion Rate Optimization (CRO) with industry expert Raphael Paulin-Daigle. They dig into why obsessing over conversion rates alone can backfire and why metrics like lifetime value (LTV) and average order value (AOV) matter more in the long run. The discussion also hits on how platforms like TikTok are shaking up the CRO space and what that means for modern businesses. Raphael shares his story of turning a passion for marketing as a teenager into a thriving career working with top DTC brands. Packed with examples and no-nonsense advice, this conversation pushes back on outdated thinking and offers actionable strategies for improving website performance and driving real business growth.Chapters00:00:00 – Meet Raphael: The Myth-Buster of CRO00:00:21 – CRO Myths: Why Doubling Your Conversion Rate Isn’t That Simple00:01:43 – From Fictional Marketing Plans to Real DTC Success00:02:26 – Raphael’s Origin Story: Creativity Meets Data00:08:01 – No Portfolio? No Problem: Landing Clients the Hard Way00:13:53 – From Metrics to Mastery: The Real Evolution of CRO00:20:57 – Wants vs. Needs: When Clients Get It Wrong00:22:45 – The Conversion Rate Illusion: Why Numbers Lie00:26:00 – Case Study: Turning Subscriptions Into Gold00:29:33 – Breaking It Down: How to Communicate Results Without Confusion00:35:35 – CRO in the TikTok Era: Quick Wins vs. Real Strategies00:44:59 – Stay Connected: Raphael’s Tips for Long-Term GrowthLINKS AND RESOURCES:Raphael Paulin-Daigle on LinkedInRaphael Paulin-Daigle on XSplitBaseLanding Page Optimization: The Definitive Guide to Testing and Tuning for ConversionsTier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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 and John dig into a case study that flips conventional marketing on its head, showing how rethinking ad spend can drive unexpected results. They explore why focusing on Media Efficiency Ratio (MER) instead of ROAS can uncover hidden opportunities for growth. Through examples and real-time analysis, they reveal strategies for reallocating budgets, cutting unnecessary costs, and achieving better outcomes. Along the way, they take live questions and break down how metrics can reshape business decisions. It’s a session packed with lessons that challenge the status quo and offer a fresh perspective on smarter marketing.Chapters00:00:00 - Welcome to the Marketing Jungle: Ralph and John Unleashed00:00:49 - The Case Study So Wild It’s Practically Fiction00:02:05 - Doing the Opposite: When Counterintuitive is Just Intuitive00:03:36 - ROAS vs. Reality: The Brand Campaign Smackdown00:05:52 - MER Explained: Or Why ROAS is Crying in a Corner00:08:20 - Results So Good You’ll Wonder If We’re Making Them Up00:10:50 - ROAS Walks into a Bar. MER Kicks It Out.00:13:00 - When Saving $7K Feels Better Than Finding $20 in Your Jeans00:15:30 - $425,000 Later: Did Google Ads Just Buy Itself Dinner?00:18:05 - Tracking the Truth: Wicked Reports and Google Play Detective00:20:45 - Why Your Ad Agency’s Yacht Might Be Your Biggest Expense00:25:10 - Margins vs. Metrics: A Fight as Old as Time, But With Spreadsheets00:28:00 - Turning Ad Budgets into Revenue: Step One, Don’t Panic00:30:00 - Final Marketing Lessons: Indicators, Sanity, and Why You Shouldn’t Chase ROAS00:32:13 - Live Q&A: Your Questions, Our Strategy Confessions00:33:12 - Shopping Ad Secrets: Turning Standard into Stellar00:34:24 - Remarketing: When Stalking Your Customers Pays Off00:35:57 - Demand Gen or Demand "Gen-uinely Confused"?00:37:51 - Video Action Campaigns: Clickbait With a Purpose00:38:48 - Gmail Ads: Google’s Expensive Postcards Nobody Reads00:41:44 - Performance Max: Where Traffic Metrics Go to Party00:45:52 - Feeder Strategies That’ll Make You Feel Like a Marketing Chef00:51:33 - Competitive Metrics and Why Lead Gen Feels Like a Marathon00:57:06 - Wrapping Up: The Last Bits of Genius Before You Hit ReplayLINKS AND RESOURCES:Tier 11 on YouTubeGet Your Marketing Performance Indicators™ Checklist Now!Tier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect...