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!

Mentioned in this episode:

www.AdRoll.com/PT

https://discover.taboola.com/perpetual

https://www.activecampaign.com/

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