John Moran, a Meta Ads and Google Ads expert from Tier 11, shares insights on transformative changes in Meta's advertising platform. He discusses how Advantage+ campaigns are reshaping manual controls for marketers. With over $1 million in ad spend analysis, John uncovers the impact of AI and first-party data on ROI. He also reveals a game-changing custom event system that optimizes tracking and attribution. This conversation is a vital guide for marketers navigating Meta’s evolving landscape.
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insights INSIGHT
Advantage Plus Limits Control
Meta's Advantage Plus campaigns override manual targeting and exclusions, limiting advertiser control.
The platform's AI aggressively optimizes for conversions, sometimes against advertiser preferences.
insights INSIGHT
CAPI Import Controls Conversions
Importing first-click conversion data through CAPI gives advertisers control over which customers the campaign targets.
This method greatly increases new customer acquisition rates and lowers costs.
insights INSIGHT
Meta Invests Heavily in AI
Meta's massive investment in AI signals its shift towards fully automated campaign management.
Manual media buying is being deprecated in favor of algorithm-driven Advantage Plus campaigns.
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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
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn
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