Ralph Burns and Lauren Petrullo dive into the “ugly duckling” of digital advertising: tracking. Lauren reveals her own messy Meta event setup and why that mistake—yes, even from a pro—could be sabotaging your campaigns. Learn why placing a pixel isn’t enough, what event match quality (EMQ) really tells Meta, and how CAPI fixes data loss issues caused by browser-side limitations. This is Part 1 of a 3-part tracking mini-series... and it starts with full transparency and a touch of public flogging.

Chapters:

00:00:00 - Cracking Open the Perpetual Traffic Vault
00:01:31 - Why Bad Tracking Kills Great Marketing
00:02:58 - Meta's Bold AI Vision (and Why It Matters)
00:04:47 - The Data Black Hole of Flexible Ads
00:06:53 - From Pixels to Prediction: How Ad Networks Evolved
00:10:57 - Your Official Invite to the 3-Part Tracking Overhaul
00:14:28 - How to Set Up Tracking Without Breaking Your Brain
00:15:53 - Which Data Source Should You Actually Trust?
00:15:59 - The Truth About Pixel vs. Dataset IDs
00:17:04 - Don’t Just Place Events—Place Them with Purpose
00:17:27 - Next-Level Pixel Installs (That Don’t Break Your Site)
00:23:44 - What Your EMQ Score Is Really Telling Meta
00:25:05 - The Showdown: Browser Events vs. CAPI
00:28:48 - Fix Your Errors Before They Cost You More
00:30:01 - Wrapping Up... and What’s Coming Next

LINKS AND RESOURCES:

About standard and custom website events
Specifications for Meta Pixel standard events
About the flexible ad format
Get Your nCAC Calculator Now!
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

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