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The Least Sexy Task in Marketing You Must Do Now!

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: https://www.facebook.com/business/hel... Specifications for Meta Pixel standard events: https://www.facebook.com/business/hel... About the flexible ad format:   / 835561738423867   Get Your nCAC Calculator Now!: https://www.tiereleven.com/ncac Tier 11 Jobs: https://www.tiereleven.com/about-us/c... Tiereleven.com: https://tiereleven.com/ Mongoose Media: https://mongoosemedia.us/ Perpetual Traffic Survey: https://docs.google.com/forms/d/e/1FA... Perpetual Traffic Website: https://perpetualtraffic.com/ Follow Perpetual Traffic on Twitter:   / perpetualtraf   Connect with Lauren on Instagram: https://www.instagram.com/laurenepetr... Connect with Ralph on LinkedIn:   / ralphburns   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 in the comment section! #metaads, #pixeltracking, #capisetup, #eventmatchquality, #facebookads, #adtracking, #digitalmarketing, #conversiontracking, #standardevents, #customconversions, #dirtydata, #browservsserver, #emqscore, #flexibleads, #ecommercemarketing, #marketingmistakes, #facebookpixel, #performanceads, #datahygiene, #campaignoptimization