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

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!

Mentioned in this episode:

Tier 11 Data Suite

AdCritter for Agencies

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

Perpetual Traffic