The Least Sexy Task in Marketing You Must Do Now!

May 27, 2025

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

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:

Unbounce - Code PT10off

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