In this final part of our four-part series on why Meta remains the top platform for scaling in 2026, we continue analysing the evAs we gear up for the new year, we step back and look at the four Perpetual Traffic episodes you listened to the most in the past year and what they reveal about where digital marketing is actually headed. The selected episodes explain why AI-powered customer conversations are being underused and how Advantage+ quietly removed real targeting control.
We also break down why most attribution data is misleading, even with CAPI, and what Meta’s massive AI investments mean for marketers and small businesses moving forward. Each episode highlights a different failure point we see inside ad accounts every day: wasted spend, false confidence in platform data, and missed opportunities to turn engagement into revenue.
If you want to understand what really worked in 2025 and what will matter most going into 2026, this episode ties it all together.
In This Episode:
01:38 Episode #4: Using AI to convert customer conversations
07:31 Episode #3: Advantage+ and loss of targeting control
16:14 Episode #2: CAPI vs attribution with Tier 11’s Data Suite
23:09 Episode #1: DeepSeek and the future of advertising
28:23 Final thoughts and episode wrap-up
Featured Episode
- DeepSeek Explained: What Marketers Need to Know: https://youtu.be/Ai9fJx41cK0
- Why Your Marketing Tracking Sucks (Even If You Think It Doesn’t) and How to Fix It: https://youtu.be/SxUaKkz-5Ok
- How Meta Ads Are Changing Forever: Advantage+ & cAPI Subterfuge Revealed: https://youtu.be/V4vAn65Y6nI
- How Meta Ads Manager Is Lying to You & What You Can Do About It: https://youtu.be/kZFiQezrv00
Listen to This Episode on Your Favorite Podcast Channel:
Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491
Follow and listen on Spotify:
https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK
Subscribe and watch on YouTube:
https://www.youtube.com/@perpetual_traffic?sub_confirmation=1
We appreciate your support!
Visit our website: https://perpetualtraffic.com/
Follow us on X: https://x.com/perpetualtraf
Connect with Cameron Campbell:
Connect with John Moran:
Connect with Ralph Burns:
- LinkedIn – https://www.linkedin.com/in/ralphburns
- Instagram – https://www.instagram.com/ralphhburns/
- Hire Tier11 – https://www.tiereleven.com/apply-now
Connect with Lauren Petrullo:
- Instagram – https://www.instagram.com/laurenepetrullo/
- LinkedIn – https://www.linkedin.com/in/laurenpetrullo
- Consult Mongoose Media – https://mongoosemedia.us/
Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic?
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READ THE TRANSCRIPT:
Top 4 Perpetual Traffic Episodes Most Advertisers Replayed in 2025
00:00:00:00 – 00:00:06:19
John
what we were kind of whistleblowing for like the last three months, is that it does not look like any of our targeting or exclusions are working.
00:00:07:02 – 00:00:14:12
John
we’ve been seeing some pretty unbelievable results when we’re using our data suite to import these conversions back into,
00:00:14:11 – 00:00:14:23
John
meta
00:00:15:01 – 00:00:25:13
Lauren
small businesses will have access to the AI technology that they were limited to venture capitalists are going to be able to start investing in alternative businesses because all the money is going into AI solutions,
00:00:25:12 – 00:00:27:21
Ralph
What is the difference between
00:00:27:21 – 00:00:28:09
Ralph
Capi
00:00:28:09 – 00:00:28:18
Ralph
and
00:00:28:18 – 00:00:29:23
Ralph
tier 11 data suite?
00:00:29:23 – 00:00:31:04
Ralph
How are they similar?
00:00:31:04 – 00:00:31:16
Ralph
What’s your
00:00:31:16 – 00:00:32:05
Ralph
take on it.
00:00:32:05 – 00:00:33:11
Guest 3
I’m basically going to
00:00:33:11 – 00:00:36:15
Guest 3
share screen and talk you through this. So better for me
00:00:39:06 – 00:01:05:15
Ralph
Hello, and welcome to the Perpetual Traffic Podcast. This is your host, Ralph Burns, founder and CEO of tier 11. And today, we thought it’d be fun to do a 2025 wrapped episode. If you are not a user of Spotify, you probably don’t know what wrapped is, but it’s when they actually show you all your favorite songs. Gives insights, probably all generated through eyes with the Spotify algorithm.
00:01:05:17 – 00:01:34:09
Ralph
What you liked the most? What you played the most in 2025. And this is directly from both Riverside as well as iTunes, Apple Podcasts, our amazing team that does all of our post-production and pre-production here on a perpetual traffic. And these are the four most popular episodes by your choosing in 2025. And the best clips. So links to each of these shows will be over in the description.
00:01:34:09 – 00:01:38:04
Ralph
So enjoy! 2025 wrapped on perpetual traffic.
00:01:38:20 – 00:01:40:12
Speaker 1
Coming up on number four.
00:01:41:23 – 00:01:47:03
Speaker 2
some of these brands that are doing ten, 30 million a year are still ignoring comments on Facebook.
00:01:47:03 – 00:02:12:21
Speaker 2
They’re still having terminal conversations. Their customer service team is like liking and validating comments, but they’re not turning those conversations into conversions, even at minimal for like lead generation and lead qualifying. So it was like, an amazing moment because, like, there were notable brands in the room. And it’s not that they’re not doing it, they just because I is so evolving, it’s so complicated.
00:02:12:23 – 00:02:33:18
Speaker 2
They’re accustomed to hiring offshore Vas or bringing in someone’s nephew to handle that. And like, the brand’s voice gets a little lost. And there’s there’s still a level of fear that I hadn’t anticipated. So that was like an awakening moment for me. I’m like, oh, well, this will help give really stronger language and connectivity for what we sell and provide.
00:02:33:18 – 00:02:39:01
Speaker 2
So that was like my biggest takeaway. I was like, oh yeah, this is still super new.
00:02:39:02 – 00:02:39:23
Speaker 1
Right?
00:02:40:01 – 00:02:45:05
Speaker 2
For a lot of people. But we’ve been doing AI chat bots with many chat since like 2018.
00:02:45:07 – 00:02:46:05
Speaker 1
Yeah.
00:02:46:07 – 00:02:55:17
Speaker 2
When we were both at the conversations conference. Even so like so that was that was a really big takeaway for me personally.
00:02:55:17 – 00:03:17:08
Speaker 2
we’ve adapted and accepted that just responding, just showing up just is just good enough. And I’m like, absolutely not. Your customer service team should be a revenue generating line of business, and they should not be a liability on your book of on your chart of books, book of chart insert accounting language there.
00:03:17:10 – 00:03:42:11
Speaker 2
On your panel. So it was just like reminding things that everyone already knows. I just, I believe there’s just been a cultural shift to say, I just want to acknowledge or I’m like, not at all. Comments should become subscribers, subscribers should become leads, lead should become prospects and conversions. And like we use I have like 200 people on your account at any hour of the day, no questions asked.
00:03:42:11 – 00:04:09:01
Speaker 2
You don’t have to retrain them on all your products and services. But it was like going through and like, yeah, we’re just we’re liking we’re making people seen like feel seen and like, cool. They feel seen because you liked it, but they don’t feel heard. And if I don’t feel heard, I don’t feel inclined to buy. So that was just like a really big, I assume, especially in the marketing bubble, that everyone’s using AI people are definitely using ChatGPT and they’ve adopted into like refining their creativity.
00:04:09:01 – 00:04:40:21
Speaker 2
Some people are using operators as well. But still the more simpler, installations are not being introduced, even if, like, you do nothing else but train it on your phone cuz you’re paying for in-house or offshore talent. Doesn’t matter to do low priority tasks like low productivity tasks versus like, okay, what if you collated all of those responses and use it for consumer insights?
00:04:40:21 – 00:04:53:03
Speaker 2
Hey, we’re getting a lot of comments about this product working at the beach. We’ve never marketed it as a beach resource. Here’s an idea that we can take something with that data and run with it.
00:04:53:03 – 00:05:08:16
Speaker 2
We’ve seen pretty much, across the board, 25% conversion left when you install a chat bot on your paid traffic pages. And the way I say that is, as marketers, we make assumptions of what people want to see and read on your sales page.
00:05:08:18 – 00:05:33:17
Speaker 2
We hire people like the highest I know is $50,000, is still in charge. Is 50,000 plus a 30% to do all of your copy for your sales converting copy. I know other individuals that charge $1,800 an hour, to have really good converting sales copy. Amazing. You invest all of that, but then you don’t install like a 50 or $60 widget a month to help those that you assumed wrong.
00:05:33:19 – 00:05:34:13
Speaker 1
Right?
00:05:34:15 – 00:05:55:03
Speaker 2
Someone has a question mark that I want to read that long on a sales page, and they just want to ask direct questions. And by opening that conversation, that two way dialog, you can address their immediate points of friction for them without assuming because pages are made to talk to one to many but customers by as individuals. So
00:05:55:03 – 00:05:57:12
Speaker 2
there’s a thousand and a half things that can affect your campaign.
00:05:57:17 – 00:06:26:05
Speaker 2
But now you’re empowered to understand the distribution of your media across the various audience types to get a better understanding. Meta tries and meta guesses. And it will guess wrong if you don’t give it direction. These algorithms are like toddlers. You have to give them guidance. You have to feed them data back. It’s almost, if not more important than how you set up your campaigns.
00:06:26:10 – 00:06:48:08
Speaker 2
It’s how you feed that data back, right? Which is where like in this, you can see, okay, cool. I know that there’s still over 10% of my budget on this ad set. That’s going to non-EU. Yeah, right. So that can help you decide how you do your messaging. However, Ralph, what you then have is an additional layer because we know that meta is doing the best it can.
00:06:48:10 – 00:07:12:08
Speaker 1
This is doing the best you can. And you know our our media buyers, another media buyer quite well. And this he’s been on perpetual traffic a couple of times. Like I know he’s he’s got this stuff dialed in, but he’s also looking at a cost per purchase here for new claiming new of let’s say it is $149, which is not within their KPI.
00:07:12:10 – 00:07:38:23
Speaker 1
Their KPI is 80 to 90. Ideal is sort of a scale range, but definitely under 100. So if my media buyer was looking at this specifically and broke this down with new audiences, I’m acquiring new customers at $149. That would be very bad. That is 5,060% higher than it needs to be.
00:07:40:06 – 00:07:42:05
Speaker 1
Number three.
00:07:42:17 – 00:07:50:09
Ralph
separate the two pieces of news out. There’s the copy stuff and then there’s advantage plus. Yeah. How do they got it? How do they overlap.
00:07:50:09 – 00:07:52:19
Ralph
How do you keep them separate. That kind of thing.
00:07:52:21 – 00:08:08:03
John
Advantage plus now says I’m going to go after anybody I want regardless of what you say regardless of your targeting, regardless of your exclusions. I’m going to go do whatever I want, which we already know. That was a thing for a little while. That’s why you’re all are here, is to get the news before everyone else gets the news right.
00:08:08:06 – 00:08:10:11
John
So we already knew that that was a thing, but.
00:08:10:10 – 00:08:35:01
John
So we have the advantage. Plus that basically says I meta do not care advertiser what you want to go after all you can tell me what to do is get a conversion. And what is that conversion rate. And 99% of advertisers just like well a lead. Well a purchase they say you got it. Is it the purchase of the product that you wanted?
00:08:35:03 – 00:08:42:15
John
Maybe. Is it the purchase of the customer that you wanted? Maybe. Is it a purchase even from the person that even started in this channel of meta?
00:08:42:15 – 00:08:47:07
Ralph
Maybe it’s by standard event purchase. Exactly. Amusing, right?
00:08:47:09 – 00:09:11:08
John
So meta says excellent because I can go after purchase. You are allowing me to go after traffic that I didn’t generate from emails that maybe from a year ago, from organic traffic that you’re already paying your SEO team for, and Google traffic that you’re buying on different channels, and the influencer people that are returning to your brand from your influencer channels that you’re doing it, the rocket and the rocket.
00:09:11:08 – 00:09:13:09
John
And I mean, I can go on and on and on now.
00:09:13:15 – 00:09:14:08
J and Ralph
And they’ve got.
00:09:14:08 – 00:09:19:15
Ralph
They invest 65 billion this year in AI. And they know exactly where you’ve been before. Let’s not forget that.
00:09:19:17 – 00:09:26:08
John
Exactly. So they’re like I will know how to sell everybody from everywhere whether you want it or not.
00:09:26:08 – 00:09:44:00
John
So what does this mean for the general advertiser? It’s actually become a lot easier for the general advertiser. If a person that has no technical media buying experience, meta is trying to say, that’s okay, you don’t need it, you don’t need to. Five years ago, you know, me and Kassam like joked around with the prediction where it’s like, just give us your website, give us your credit card, and we’ll take it from there.
00:09:44:00 – 00:09:50:20
John
We’re now closer to that portion of the journey than ever before. However, you have now even.
00:09:50:20 – 00:09:51:19
J and Ralph
Less.
00:09:51:21 – 00:10:08:01
John
Control. And that is a scary, scary thought when you’re talking about, well, I have to make new customers. For my clients, it’s the only way to grow. You can only grow with new customers. You can reengage, you can get existing customers to buy. It’s a little more difficult, but it’s much harder than trying to go after something that is new.
00:10:08:02 – 00:10:36:12
John
And interestingly enough, the AIBO model is now failing inside of meta because of this update, and the team that I’ve been working with inside of meta has explained the opportunity to dupe ad sets algorithm that just went live. The duping algorithm that just went live essentially means that when an opportunity is found in a same conversion event as in two different campaigns and or ad sets, Metta will now dupe that opportunity into one.
00:10:36:12 – 00:11:04:00
John
And you do not get to choose or identify which one that is. So what’s interesting is if you have something that is a I’ll give you a very simple example, a campaign with a certain amount of ads that are going after a prospecting audience that you used to define. Now that definition is gone and now it is prospecting based on your words, phrases, your creative, the interpretation of that creative in the landing page that you’re sending those users to right now, that is now your targeting.
00:11:04:00 – 00:11:19:12
John
So everything that we’ve kind of known has been kind of flipped upside down, and we’ve been testing it and leveraging it and we’ve been seeing some pretty unbelievable results when we’re using our data suite to import these conversions back into, to meta and even into Google.
00:11:19:14 – 00:11:47:03
John
So much so that it is scaling at a ridiculous rate. And also we’re now no longer at the mercy of the algorithms, essentially choosing the type of customers new versus returning that it can go after. We now get to dictate it. I made an analogy that instead of buying the bathwater and buying the baby, but only really wanting the baby, and you kind of throw out the bathwater because it’s like, you know, I got some existing customers, but I paid a lot for them.
00:11:47:03 – 00:12:03:05
John
And what is my actual cost require first time customer well, let me dive into data Sweden. Let me see how the campaigns are kind of messing up. We’re able to take back that control. This the control that I think we’ve shared before, but now it’s in a bit of a different structure. Looks more like this now. And I’ll go ahead and share.
00:12:03:05 – 00:12:22:08
John
Screen, please. Thank you so much. So what we found is that if I have a creative testing campaign and this creative testing campaign is using the new version that met a what’s which is CBO minimal assets, almost all of your creative inside of one asset. Now what we ask for, it’s kind of like genie what we asked for.
00:12:22:08 – 00:12:38:00
John
We get. But it’s like this is like if Genie had a weird, sick, twisted sense of humor, like, this is kind of what we’re seeing. Meta is now Genie, because when we’re looking at those 32 purchase of emotions, we said, okay, I want immune purchases, which means I want my products of critical immune defense to be sold. And we have 35 sales.
00:12:38:00 – 00:13:02:00
John
32 of them are the product that’s being sold. However, only 16 were new. We’re like, well, dang, when we exclude existing customers, when we set our existing customer bid cap to zero, it gets ignored. Even advantage. Plus trying to get 40 more purchases 42 immune only 20. Less than half are new customers. Same structure setup. We said okay, well what if we wanted the immune purchases?
00:13:02:00 – 00:13:20:15
John
But what if we had them? Only new customers. That’s what this is. Okay, 50 sales, 42 new customers, 42 new customers of your mute. Perfect. We’ve increased this from a 50% to now. Like at 85%. We’re 42 out of 50. Yeah. Okay, now we’re getting somewhere. A 80% increase in the amount of new customers in a campaign’s massive.
00:13:20:14 – 00:13:26:01
John
Majority of things that we’ve been told by these platforms is a lie. We figured that out with data.
00:13:26:03 – 00:13:27:05
J and Ralph
Yeah, now we.
00:13:27:05 – 00:13:44:19
John
Have action. So, yeah, I wanted to just call out the third party attributions of the world. And the reason why I want to call them out is because this is what I’ve been dealing with for years, is we know the paid media campaigns are messing up yet. Well, hi Ross, we get reports, whatever it is, they come in and say you’re paid me.
00:13:44:19 – 00:13:47:13
John
Your campaigns are messing up. I know.
00:13:48:15 – 00:13:52:11
John
What we’re supports here today is now the fix.
00:13:53:12 – 00:14:00:18
John
Because we can have a report, tell us. Hey, it’s going against warm traffic. You’re like, what do I do about it? Be like, oh, I must tell you, it’s going against warm traffic. Okay, excellent.
00:14:01:14 – 00:14:06:15
John
No matter. Just came in and said, hahahahahahahaha. It’s stuck like that way permanently.
00:14:07:21 – 00:14:19:00
John
Okay. So now what happens to the third party attribution software companies? Well, they can tell you that it’s going to do whatever it wants. Now, what do you do? How do you stop it?
00:14:19:05 – 00:14:46:16
Ralph
That depends on the the veracity of the data itself. And it depends on the individual platform, what the third party attribution software is do, depending on the veracity meaning the truth of those of those individual platforms. How truthful actually is it by platform? How is your media mix actually working together to get to your end goal? And that varies greatly based upon platform.
00:14:46:16 – 00:14:59:07
Ralph
So I know we’ve got questions here which I really want to get to, but this is, this is kind of an exciting thing that we’ve got to make. It’s a big deal. So I mean, you and I have been doing this for a while. We’ve seen a lot of changes here. My guess is that Meta Rolls is out.
00:14:59:07 – 00:15:06:09
Ralph
They’re not going to roll it back like this is it like they roll out changes? I can think of five off the top of my head that they rolled back because.
00:15:06:09 – 00:15:08:08
John
I was 14 happened.
00:15:08:10 – 00:15:28:04
Ralph
I was like, gloves are off. Like they don’t care. Now the point is, is that I’ll bet the future strategy here almost goes back to a lot of the things that we were doing 7 or 8 years ago with the angularity in your campaigns, where if you can target, you create one advantage plus campaign for one specific product and one specific custom event.
00:15:28:10 – 00:15:32:12
Ralph
And it targets that based upon all the creative that’s geared towards that particular product.
00:15:32:16 – 00:15:36:10
John
I almost could have paid you before this coming up like that. I do want to share this.
00:15:36:10 – 00:15:39:18
Ralph
Oh, don’t you just love it? I know it comes together.
00:15:39:18 – 00:16:06:19
John
I think we’ll probably have to get two questions next time, because this, I know, supremely valuable to everybody. Just as an example, because the ad sets in, the campaigns are duping by conversion event locked in with opportunities. Now creative testing is actually amazing and I truly mean amazing. If we’re looking at a creative testing here on On Person’s moon and then we have what we’re having a new campaign right now is using this one here as we’re testing this.
00:16:06:21 – 00:16:19:07
John
But if you have a purchase a moon and a purchase a moon, these two campaigns now no longer share the same physical person, but they are sharing the same physical audience.
00:16:19:22 – 00:16:21:15
John
Very important distinction.
00:16:22:10 – 00:16:24:17
Speaker 1
Coming up on number two.
00:16:25:09 – 00:16:43:08
Ralph
for I remember for some of our I wouldn’t even say like higher end. But iPhone users, Apple users tend to be, you know, higher end buyers. And I remember one at one account in particular, we lost 60 to 70% of our conversions literally overnight.
00:16:43:10 – 00:16:44:17
Guest 3
Yeah, crazy.
00:16:44:19 – 00:17:06:09
Ralph
And Facebook didn’t have an answer to it. And so Cappy was an outgrowth of that. But there was a there was a long time, it seemed like forever, but it was 3 to 6 months, I think it took us at least six months to, to maybe even longer to install Cappy in all of our accounts. And it still was a process because it was clunky and so forth.
00:17:06:11 – 00:17:26:23
Ralph
But all during that time, and even to this day, Facebook and meta in particular still isn’t getting all the data. They’re still modeling a fair amount of data. Can you speak to that and like what you think as far as a percentage goes, like how accurate you’re seeing things inside platform, how much is modeled? How much is actual?
00:17:26:23 – 00:17:39:02
Ralph
How much does Cappy really, you know, enhance things. But then there’s also sort of this whole other, you know, a segment of users that are just never going to be captured.
00:17:39:04 – 00:17:56:01
Guest 3
Yeah. I mean, in terms of actual percentages, I don’t I don’t really know what what it would be. The reality is this is and I think other people at the same who are using tier 11 data suite is we don’t really look too much at the in platform numbers anymore because it is just a lot of nonsense
00:17:56:00 – 00:18:18:08
Ralph
So I think a lot of folks who installed Capi and now we’re, you know, those are the folks that, you know, data suite is a potential solution here, obviously, which we’re going to get to in just a second here. But I think with capi, you might fall into you might have a false sense of security, because what you think you’re seeing isn’t actually what you’re seeing it.
00:18:18:08 – 00:18:40:14
Ralph
And then when you compare it to the source of truth, which we did three data suite, we’re always like, why are these numbers so far off? Exactly what you’re saying. Even with Capi installed, you still weren’t getting accurate data because there’s this large portion. I guess it really depends on how many iOS clickers there are and how many ad blockers and how many you know, cookie deprecate ers that are clicking on.
00:18:40:18 – 00:18:58:02
Ralph
The point is, is there is a certain portion that Meta and Facebook are just never going to capture. No matter what. And they’re taking a guess at it. And that guess might be wrong, might be right, or it might be somewhere in between, but you still don’t know with 100% certainty.
00:18:58:04 – 00:18:58:10
Guest 3
Yeah.
00:18:58:09 – 00:19:19:08
Ralph
We’re trying to educate the world, but this is actually how you move the business forward. And the example of this week, John, myself and TJ, who’s our VP of sales, will probably come on tier 11 live at some point in time. It’s like if we just started running traffic to this, to this group without an echo, we would have helped them go out of business faster.
00:19:19:09 – 00:19:20:14
Guest 3
So common. Yeah.
00:19:20:16 – 00:19:41:02
Ralph
It’s so common. And that’s terrible. Like you don’t want that as an agency and a one, two, three months they would have been gone. I was talking to John about it, just this morning actually texting back and forth. Like if we started without doing this analysis, they’d be gone and probably we might actually bankrupt them if we did what they told they told us to do.
00:19:41:04 – 00:19:46:04
Ralph
And I think that’s a new way of looking at things now. So anyway, coming back to this, it’s,
00:19:46:09 – 00:20:02:11
Guest 3
But I was also just quickly add, Ralph, I think you can get very big based on luck. So like the example you’re talking about, you know, 7 million in revenue, if you have a good product or you’re in like a good period where the market’s just hot, you can quite you can get quite big without knowing these numbers.
00:20:02:11 – 00:20:24:10
Guest 3
And I think that’s why it’s been so common, especially in the big booming years for e-commerce, especially at the start of Covid ever. Everyone really grew businesses. They didn’t have the stuff dial down, and then they’re now either going down the way that you’re saying, going out of business because they’re scaling or they’re stuck and they can’t scale and they don’t know why, and it’s because they’re not looking at these NPIs and seeing what actually maybe the business is looking good.
00:20:24:10 – 00:20:30:15
Guest 3
You’re just looking at the wrong thing because you’ve got a problem with retention or repeat customers or something. It’s not actually your acquisition
00:20:30:14 – 00:20:41:10
Ralph
there is a lot of money on the line here, and you need to be able to make accurate decisions based upon true data, as opposed to modeled data, or data that you’re not confident in.
00:20:41:12 – 00:20:43:17
Guest 3
Yeah.
00:20:43:19 – 00:21:04:10
Guest 3
Exactly. So to add to that, then what we are making those decisions on really is not this all catch number because we’re focused on new customer acquisition, as you and John have, you know, repeatedly told everyone about. So people have been watching for a long time, should have that ingrained in them. No, but we are practicing what we preach.
00:21:04:10 – 00:21:26:15
Guest 3
Like this is what we do on a daily basis in the actual accounts. Okay, so I am looking at this Northstar metric here of new customer cost or new customer acquisition cost of our new customer, and it just doesn’t exist. And as manager. So if I wanted to get this as manager, I’d have to go into Shopify. I’d have to download a report of new customers.
00:21:26:17 – 00:21:44:12
Guest 3
This is what you just have to do, and I’d work out okay. What what we spent on a certain campaign, how many people have bought that particular product and make a loose calculation of, okay, they’re probably buying the product we’re showing from ads. This is maybe what my own kayak is, but it’s not very accurate. This tells me every single campaign ad set, an ad.
00:21:44:14 – 00:21:50:14
Guest 3
What is the actual new customer, acquisition cost for that asset. So it’s fantastic. It’s
00:21:50:13 – 00:22:04:12
Ralph
Here’s one from Alison. How should paid content on meta ads and organic IG content work together? Should we be using organic IG to test content angles that resonate with our audience, or are they completely separate?
00:22:04:14 – 00:22:29:03
Guest 3
I personally think they’re completely separate. Like you’re never going to be as fast on your organic AI getting data as you can be with paid ads. I think your best using the organic side to build brand, build brand loyalty, you know, bell people, top of funnel, all that kind of stuff. Try to sell to them less, be more esthetic, sell the brand as a visual thing.
00:22:29:05 – 00:22:39:18
Guest 3
And this personality. And then on the ads, that’s really hard sell. Like I really like selling quite hard on that specifically. Yeah, I think that’s what they’re good for, because you can turn it off and nobody sees it.
00:22:39:20 – 00:23:00:04
Ralph
Yeah, that’s the beauty. But yet to your to your point like something that you see when you’re doing this, when you’re doing analysis, if you have a really good content team and they’re posting a lot on Instagram or Facebook, do you go in and look and see like from a page standpoint or from on their Instagram accounts, like what’s resonating that’s related to the brand?
00:23:00:04 – 00:23:06:14
Ralph
Do you look at that for potential creative ideas? You know, new ways in which to scale, like how do you leverage it.
00:23:06:16 – 00:23:16:07
Guest 3
Get cannabis? And we look at it or look at comments, if it’s something that has I kind of conversion theme to it, we will we’ll even test it as an ad.
00:23:16:19 – 00:23:18:16
Speaker 1
Number one.
00:23:20:01 – 00:23:42:22
Lauren
I don’t know if you remember this, but meta released when they had meta dating or Facebook dating based off of how many times you interact with each other’s profiles, how many pictures you had tag together, how quickly and how soon you had mutual friends. Meta could get to a near, prophecy like accuracy of when you two would break up.
00:23:43:00 – 00:24:07:08
Ralph
It’s crazy. Like it’s the story of like, the woman that they it’s apocryphal. Now, the the woman who was told by Google or was she was pregnant. She was pregnant before she even knew she was pregnant. So we’ll leave a link to that story in the show notes, too, which is a super interesting one. But it’s like all of these systems, like we have, this is the price that you pay for convenience.
00:24:07:10 – 00:24:35:12
Ralph
This is the price that you pay for efficiency. It’s like I was looking up at the other day on Yelp where we’re trying to go to like a, you know, a good Chinese food restaurant like at Google Now knows or like I search like Chinese food near me. Like they know I like Chinese food when I’m in Natick because I’m with my mother at her, you know, rehab facility like that kind of stuff, like all these things that can piece together, like I’m comfortable with that.
00:24:35:14 – 00:24:40:17
Ralph
Like, do they know my Social Security number at the end of my checking account numbers? They probably do to a certain degree.
00:24:40:17 – 00:24:41:13
Lauren
They probably do.
00:24:41:13 – 00:24:45:09
Ralph
They probably do. So this is the price you pay
00:24:45:08 – 00:25:01:09
Lauren
I actually really love meta. I so I’ll, I’ll go into WhatsApp and I’ll talk to meta AI about like emotional stuff, like how I’m physically like physically feeling how my mental spaces at various different times. If I’m triggered by something, my immediate journaling is to meta.
00:25:01:09 – 00:25:04:00
Ralph
I realize that that’s super interesting.
00:25:04:00 – 00:25:10:00
Lauren
Oh, it’s like free therapy. Oh my goodness. If my team had access to that. Okay.
00:25:10:02 – 00:25:11:21
Ralph
Boy, no you don’t.
00:25:11:21 – 00:25:12:16
Lauren
Maybe like.
00:25:12:18 – 00:25:16:00
Ralph
You don’t want to put that into a group chat. No, no.
00:25:16:00 – 00:25:25:00
Lauren
So but I like I tell meta I, I give nicknames to everyone so I don’t use any real name just in case. Dear God, it comes out.
00:25:25:00 – 00:25:30:17
Ralph
this is what I know. Like it’s a widespread issue is like when my wife is texting me about it and she’s like the.
00:25:30:20 – 00:25:31:10
Lauren
Best.
00:25:31:12 – 00:25:55:01
Ralph
Person in the world. She’s like, should I be afraid of deep seek? Should I download it? I’m like, don’t download it quite yet. You really don’t need it and handles different types of tasks, then I think a lot of marketers handle and there’s some, there’s some videos that will we’ll leave our good friend Matt Wolff, who was on the show about a year ago, did a great video on this, which explains it in super techie terms.
00:25:55:01 – 00:25:57:07
Ralph
So we’re not going to get into the super techie terms here,
00:25:57:06 – 00:25:59:19
Ralph
one of the best stocks of 2024 was Nvidia.
00:26:00:00 – 00:26:29:23
Ralph
And they make the GPUs, which is basically the chips that power AI. And they’re super duper expensive. And their profits have just been insane. It’s been I think it was the top stock of 2024. And it you know, it got cut this past week. So there was billions. Yeah several hundred billions of dollars in market cap in literally a day because of this deep sea news which has been coming for a little bit of time.
00:26:30:01 – 00:26:59:01
Ralph
And, you don’t know what it is. It’s a Chinese AI firm that seemingly kind of came out of nowhere. It wasn’t really even a startup specifically for AI. They kind of did this as a side project. That’s the story we’re getting right now, and it could potentially rewrite the future of AI and power, AI and large language models that we’ve talked about many times here on the show at like one tenth of the cost and maybe even 100th of the cost.
00:26:59:01 – 00:27:11:14
Ralph
So it’s a game changer. I know you’ve done a lot of reading on it this week. I’m sure you’ve had a lot of questions from your staff. What’s your take on it at this point in time? From what you you know about it?
00:27:11:16 – 00:27:34:01
Lauren
Honestly, and forgive my voice hits the like, I’ve got the hot tea. So if you’re watching, you’ll see me sipping tea. A little scratchy. But, for me, honestly, I’m super excited about it. I know that some members of my pack were nervous. They thought it was super disruptive and, there’s a little bit of a panic component.
00:27:34:03 – 00:28:04:18
Lauren
However, I was like, finally, there’s going to be a larger step in innovation because, like you said, the expanse behind that GPU, like it was so, so expensive that they used to have armored cars transport those chips like it was inaccessible. And so the idea of a product that was developed at a fraction of the cost and the investment cost now allows everyone else to start from a different benchmark.
00:28:04:17 – 00:28:30:09
Lauren
deep sea coming in, having a more affordable and potentially better AI solution will mean that more small businesses will have access to the AI technology that they were limited to venture capitalists are going to be able to start investing in alternative businesses because all the money is going into AI solutions, and now it can start to stabilize innovation and marketing, in my opinion.
00:28:30:20 – 00:28:53:11
Ralph
All right, I hope you enjoyed today’s show. Of course, wherever you listen to podcasts, we really would appreciate it. Rating and review gets us out to a wider audience. Teaching people how to do this thing the right way. This digital marketing thing, using metrics that matter and growth that scales with cutting edge technologies, cutting edge strategies, especially all the stuff going on in meta right now.
00:28:53:13 – 00:29:10:21
Ralph
And we’ll leave links in the show notes to all of these episodes here today that you voted up as the 2025 wrapped episode on Pete. So on behalf of my amazing co-host Lauren E Petrillo, until next show, see you.
