[Breaking]: How to Test (& De-Dupe) Meta Advantage+ Campaigns with 100% Accuracy
May 16, 2025
auto_awesome
Join John Moran, a Google Ads expert from Tier 11, as he shares insights on a game-changing Meta ad tactic, the CAPI import strategy. He discusses how to eliminate costly data duplication and accurately track new customer acquisition costs. John emphasizes the importance of effective campaign architectures and offers tips on scaling Advantage+ campaigns with precision. Plus, he shares real-world results from recent Meta campaigns and innovative strategies for optimizing ad performance, especially for eCommerce.
The CAPI import strategy significantly enhances data accuracy by preventing duplication and allowing for precise conversion tracking for individual products.
Advantage+ campaigns promote an innovative two-ad-set method that isolates testing from scaling, optimizing ad spend based on individual product performance.
Data-driven insights reveal that businesses should focus on acquiring new customers for sustainable growth while optimizing ad spend to reduce acquisition costs.
Deep dives
The Cappy Import Strategy
A new strategy called the Cappy Import Strategy focuses on optimizing data collection through the Metapixel and Conversions API integration. This approach prevents deduplication of data, which can lead to inaccurate reporting and wasted ad spend. With this strategy, businesses can track conversion metrics for individual products instead of relying on aggregated data. This granularity is particularly valuable for e-commerce sites with extensive product selections, as it allows for a better understanding of new customer acquisition costs for each product.
Advantage Plus Campaign Testing
An in-depth discussion on Advantage Plus campaigns reveals a method for effectively testing and scaling marketing efforts. The proposed setup includes one campaign with two distinct ad sets—one dedicated to testing and the other for scaling. This allows marketers to identify which products have varying new customer acquisition costs and helps in optimizing ad spend more effectively based on individual product performance. As a result, this strategy can lead to significant reductions in the cost of acquiring new customers.
Impact of Data Insights on Advertising Strategy
The role of data in shaping marketing strategies is underscored, particularly through the use of the Tier 11 Data Suite to analyze campaign performance. By examining user behavior and purchase trends, businesses can identify that a high percentage of their conversions might be coming from returning customers rather than new ones. This insight highlights the necessity for brands to focus on acquiring new customers to grow sustainably while managing ad spend more effectively. Understanding these metrics allows for a refined approach to targeting and budget allocation.
Ad Set Segmentation and Targeting
A significant shift in ad campaign structure emphasizes the idea of locking in ad sets based on consumer interaction. Meta now advocates for a simplified approach where one campaign and ad set contain all creative, rather than segmenting by stages in the customer journey. This change forces advertisers to reconsider how they structure their campaigns and target their messaging effectively. The focus is now on ensuring ads retain users within the same ad set for increased engagement and conversion potential.
Optimizing Standard Shopping Campaigns
To boost conversions for standard shopping campaigns in Google Merchant Center, several key optimization strategies are outlined. These include setting low target return on ad spend (ROAS) goals, using a catch-all campaign structure, and ensuring that product titles are optimized on a granular level. Furthermore, filling out all product feed items completely, including identifiers like GTIN or MPN, is crucial for performance. Lastly, employing the Cappy Imports strategy has become a non-negotiable aspect of managing campaign performance effectively.
In this special Tier 11 lab episode, Ralph Burns and John Moran pull back the curtain on a powerful new Meta ad tactic: the CAPI import strategy. Learn how to eliminate costly data duplication, master new customer acquisition cost (NCAC) tracking by individual SKU, and scale your Advantage+ campaigns using a two-ad-set system that blends testing and scaling. If you’re running Meta or Google Ads and want accurate reporting, optimized spend, and smarter campaign architecture, this is the episode to study.
Whether you're a CMO managing complex eComm portfolios or a media buyer navigating messy data, this one's packed with Tier 11's real-time breakthroughs—tested with their own money before hitting client campaigns.
Chapters:
00:00:00 - Dive Into the Latest from Perpetual Traffic
00:01:06 - Meet John Moran & the Game-Changing CAPI Import Shift
00:02:19 - Killing Duplicate Data: The Key to Smarter Ad Spend
00:04:09 - How Advantage+ and NAC Unlock Scalable Profits
00:07:11 - Inside the Lab: Strategy Shakeups and Bold Rebrands
00:09:22 - Real Ad Results: Behind-the-Scenes of a Meta Campaign Makeover
00:22:04 - Breaking Down Meta’s New Campaign Framework
00:34:19 - Creative Testing: What’s Actually Working Right Now
00:34:57 - Perry Belcher's Email Playbook That Still Prints Money
00:35:39 - The Secret Sauce: Layering Strategies for Maximum Impact
00:36:00 - Your Weekly Traffic Fix + Hot Seat Q&A Begins
00:37:30 - How to Capture Distressed Seller Leads (The Smart Way)
00:41:54 - Unlocking the Power of the Feeder Strategy
00:43:35 - Winning in High CPC Markets Without Burning Cash
00:46:16 - How Small Brands Can Dominate with Feeder & Meta
00:49:58 - YouTube Meets Demand Gen: The Feeder Funnel 2.0
00:58:51 - Cracking the Code on Standard Shopping Optimization
01:02:18 - Wrap-Up: Big Takeaways & What's Coming Next
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!
