Perpetual Traffic The Future of Media Buying: John Moran on cAPI Imports + Edge Tagging (Part 1)
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Sep 30, 2025 Join John Moran, a digital media and data strategist from Tier 11, as he dives into the evolving landscape of media buying. He emphasizes why traditional sales counting is outdated and explores the powerful concept of 'first click edge tagging' to enhance marketing attribution. John reveals how brands can capture clean data and refine their strategies, showcasing a case study where a beauty brand dramatically reduced their cost per acquisition. Discover how to align your ad efforts with true business goals and the impact of auto-targeting on campaign effectiveness!
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Beauty Brand Cut NCAC From $26 To $7
- A Tier 11 beauty client reduced new-customer CPA from ~$26 to under $7 after adopting this approach.
- The team observed rapid performance gains and then focused on scaling within NCAC targets.
Platform Granularity Has Vanished
- Meta and Google have merged targeting and tracking, eroding campaign-level granularity we once relied on.
- Counting raw purchases alone no longer aligns platform optimization with real business goals.
Restrict Platform Attribution To Your Goals
- Allow platforms to count only conversions that match your business objective, e.g., new customers or specific SKUs.
- Use first-click edge-tag imports so Meta/Google optimize toward those validated, repeatable actions.