In this episode of the Perpetual Traffic podcast, Ralph Burns and Lauren Petrullo interview John Moran about a new strategy for improving ad performance on Meta and Google. John explains that the platforms' move towards auto-targeting and consolidated campaigns has disconnected ad metrics from actual business goals. He introduces "first click edge tag customer imports," a method of aligning ad tracking with specific business objectives like acquiring new customers or selling specific products. By only allowing the platforms to count conversions that meet these criteria, businesses can retrain the algorithms to optimize for meaningful results. The discussion also covers the challenges of tracking ads with no clicks, the importance of consistent messaging across platforms, and the use of click data as a proxy for ad performance.
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