Why Your Marketing Tracking Sucks (Even If You Think It Doesn’t) and How to Fix It

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Feb 21, 2025

Cameron Campbell, a top-tier media buyer at Tier 11, shares his expertise in optimizing Meta ads and data strategies. He discusses why many brands mistrack their ad data and highlights critical metrics like New Customer Acquisition Cost (NCAC). Cameron also compares Tier 11's Data Suite with Meta’s Conversions API, revealing the revenue potential being overlooked. He offers strategies for creative testing and scaling, helping eComm brands avoid costly mistakes and make data-driven decisions for growth.

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INSIGHT

E-commerce Growth and Metrics

Many businesses grew rapidly during the e-commerce boom without proper metrics.
Now, they struggle to scale or face decline because they lack crucial data insights.

ADVICE

Install Conversions API

Install Conversions API (CAPI) to improve data collection from Meta ads.
CAPI helps bypass ad blockers, but it relies on matching hashed data, leading to some data loss.

INSIGHT

Modeled Data and Inaccuracies

Meta platforms use modeled data to fill gaps, making in-platform metrics unreliable.
CAPI enhances optimization but doesn't solve reporting inaccuracies.

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In this episode of Perpetual Traffic, Ralph Burns sits down with Cameron Campbell, a top-tier media buyer at Tier 11, and possibly the only person who can outshine John Moran’s meta expertise—at least in the looks department. Cameron brings the heat, diving deep into why most brands are flying blind with their ad data, and what they should actually be tracking to scale profitably without burning cash.

He breaks down the real numbers that matter, including NCAC (New Customer Acquisition Cost) and why relying on in-platform ROAS is basically trusting a magic 8-ball to run your business. Cameron also pulls back the curtain on Tier 11’s Data Suite vs. Meta’s Conversions API (CAPI), showing just how much revenue brands are leaving on the table when they don’t have full visibility into their customer journey. Plus, he shares his step-by-step approach to creative testing, scaling without panic, and avoiding the biggest mistakes eComm brands make.

If you’re running paid media and want to know the difference between profitable scaling and expensive guessing, this is the episode for you. Grab your notepad—this one's packed.

Chapters:

00:00:03 - Introduction to Perpetual Traffic Podcast
00:00:57 - Importance of Tier 11 Live Sessions
00:02:14 - Meet Cameron Campbell: Media Buying Expert
00:02:39 - Understanding Meta Ads and Data Strategies
00:05:23 - Technical Insights: CAPI vs. Data Suite
00:08:07 - Challenges in Data Accuracy and Optimization
00:24:49 - Tier 11 Data Suite: A Comprehensive Solution
00:32:19 - The Problem with ROAS
00:33:08 - Exploring Meta Ad Account Data
00:35:41 - The Importance of Accurate Data
00:37:12 - New Customer Acquisition Metrics
00:39:47 - Practical Application and Case Study
00:45:58 - Q&A Session
00:59:22 - Concluding Remarks and Next Steps

LINKS AND RESOURCES:

Tier 11
Mongoose Media
Tier 11 Jobs
Perpetual Traffic
Marketing Performance Indicators™ Checklist
Perpetual Traffic on YouTube
Tier 11 on YouTube
Connect with Lauren on Instagram
Connect with Ralph on LinkedIn
Follow Perpetual Traffic on Twitter

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