Perpetual Traffic

In this special live workshop edition of the podcast, the team at Tier 11 dives into a behind-the-scenes strategy session with a real brand, tackling the financial backbone of scalable growth. From calculating Net Allowable CAC (NAC) to mapping out customer LTV and building membership-first funnels, this episode is packed with actionable insights. Discover how to avoid costly scaling mistakes, implement profit-first media strategies, and make smarter decisions with the right data. Whether you're driving eCommerce, subscriptions, or both, this is a raw, real-time breakdown of what it actually takes to grow profitably at scale. Chapters: LINKS AND RESOURCES: Episode 668: Part 2 – The 5 Step Formula to Determine Your nCACEpisode 581: Why nCAC Is ‘The New ROAS’ in Digital Marketing With Scott DesgrosseilliersEpisode 616: nCAC, nMER & nAOV: What Are They & Why Are They So Important in Your MarketingGet Your nCAC Calculator Now!Tier 11 JobsYouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsitePerpetual Traffic on TwitterInstagramRalph Thanks so much for joining us...

Ralph Burns and Lauren Petrullo sit down with online video storytelling expert Ian Garlic to unpack the collision of artificial intelligence and video marketing. Broadcasting from the legendary Casa de Garlic, they dive into how AI is reshaping content creation—and the critical difference between smart augmentation and soulless automation. Ian shares insider tools, real-world use cases (including a wild Florida Bar AI debacle), and a framework for scaling video that connects, converts, and ranks. From Descript to Airtable to human intuition, this episode is a must-listen for marketers navigating the noisy world of AI-generated everything. Chapters: LINKS AND RESOURCES: Video Case StoryIan Video Case StoryYouTubeGet Your Marketing Performance Indicators™ Checklist Now!Tier 11 JobsYouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsitePerpetual Traffic on TwitterInstagramRalph 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

In Part 2 Ralph Burns and John Moran continue their breakdown of why ROAS (Return on Ad Spend) is an outdated and misleading metric for scaling businesses. They introduce a better, more reliable metric that high-growth brands use to measure success—one that actually aligns with business revenue and profit, rather than vanity numbers. Expect insights on how to use Meta for prospecting and Google for conversions, why multi-channel attribution is essential in today’s digital landscape, and how top media buyers are shifting away from ROAS in favor of more effective tracking strategies. If you’re still optimizing for ROAS, you’re probably leaving money on the table. This episode reveals the key changes you need to make right now to maximize your ad performance. Chapters: LINKS AND RESOURCES: Tier 11 JobsYouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsitePerpetual Traffic on TwitterInstagramRalph 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: AppSumo - 13% off with code traffic13 Tier 11 Data Suite

Return on Ad Spend (ROAS) has been the go-to metric for measuring success in digital advertising, but is it actually holding your business back? In this episode, we break down why traditional ROAS is misleading, how agencies manipulate data to appear successful, and what you should be focusing on instead. John Moran joins the conversation to discuss the metrics that actually drive growth, including Media Efficiency Ratio (MER) and New Customer Acquisition Cost (NCAC). Learn how to shift your marketing strategy to prioritize long-term scalability and profitability, rather than short-term vanity metrics. Chapters: Should LINKS AND RESOURCES: YouTubeGet Your Marketing Performance Indicators™ Checklist Now!Tier 11 JobsYouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsitePerpetual Traffic on TwitterInstagramRalph 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 AppSumo - 13% off with code traffic13

Ralph and Lauren sit down with Ian Garlic, the founder of Video Case Story, to uncover the most effective ways to use video for sales. While most brands flood social media with endless content, Ian reveals why simply creating more video isn’t enough. Instead, he shares a strategic approach to video marketing—one that moves prospects seamlessly from awareness to purchase without relying on traditional ad clicks. Whether you’re struggling with attribution, unsure if your video efforts are paying off, or looking for a smarter way to use customer testimonials, this episode delivers the insights you need to turn video into your most powerful sales tool. Chapters: LINKS AND RESOURCES: Video Case StoryIan Video Case StoryYouTubeGet Your Marketing Performance Indicators™ Checklist Now!Tier 11 JobsYouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsitePerpetual Traffic on TwitterInstagramRalph Thanks so much for joining us this week. Want to subscribe to Perpetual...

Hiring the right people is the single most impactful decision a business can make. In this episode, Ralph Burns and Josh Hill break down Tier 11’s time-tested hiring system, sharing how to attract, assess, and secure top talent—without wasting hours on the wrong candidates. From leveraging LinkedIn outreach to using automation tools like JazzHR, they reveal how to streamline the hiring process while keeping it personal. Learn why a sniper-like approach to recruiting outperforms traditional job boards, how to use knockout questions to filter applicants, and why discovery calls are essential in evaluating culture fit. Whether you’re hiring your first employee or scaling a global team, this episode will help you hire smarter, faster, and more effectively. Chapters: LINKS AND RESOURCES: JazzHREpisode 674: Use This Foolproof Framework to NEVER Make a Bad Hire Ever Again!Episode 663: How to Make Your Present Better by Making Your Future BiggerEmail JoshYouTubeGet Your Marketing Performance Indicators™ Checklist Now!Tier 11 JobsYouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsitePerpetual Traffic on Twitter

How much can you really afford to pay for a new customer? The answer isn’t as simple as your Facebook ad spend. In this episode, Ralph Burns and Amanda Powell break down customer acquisition cost (CAC) and customer lifetime value (CLV) to uncover what businesses should actually be spending to scale profitably. They discuss how marketing costs go beyond ad spend, why your marketing team and operational expenses matter in CAC calculations, and how to use a 3:1 CLV-to-CAC ratio as a benchmark for growth. If you’re struggling with ad budgets, profitability, or scaling your business, this episode is a must-listen. Chapters: LINKS AND RESOURCES: Tier 11 JobsYouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsitePerpetual Traffic on TwitterInstagramRalph 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: AppSumo - 13% off with code traffic13 Tier 11 Data Suite

In this episode of Perpetual Traffic, we take an unprecedented deep dive into a real business audit, revealing critical insights that could redefine your e-commerce strategy. From the importance of balancing new customer acquisition cost (NCAC) with lifetime value (LTV) to leveraging Amazon as a customer acquisition tool, this discussion uncovers how scaling a brand goes beyond just increasing ad spend. Discover why subscription models, churn rate analysis, pricing optimization, and a strategic Amazon approach are key to long-term profitability. Tune in for a tactical breakdown of how to identify and fix common pitfalls before turning on the paid traffic spigot. Chapters: LINKS AND RESOURCES: Episode 666: The 5 Step Formula to Determine Your nCACEpisode 668: Part 2 – The 5 Step Formula to Determine Your nCACGet Your Marketing Performance IndicatorsTM Checklist Now!YouTubeTier 11 JobsYouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsitePerpetual Traffic on TwitterInstagramRalph 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

Ralph and Lauren are getting into the nuances of Meta’s audience segmentation and why relying solely on in-app metrics could be costing you big. They break down how Meta categorizes audiences into "new," "engaged," and "existing" and why that distinction is crucial for optimizing ad spend. If you’ve ever wondered whether your ad dollars are actually bringing in new customers or just retargeting the same warmed-up leads, this is the episode for you. Plus, Lauren shares an eye-opening moment from a recent mastermind, telling us just how many high-revenue brands are still dropping the ball on AI-driven customer engagement. Get ready for some critical insights, a little beachside humor, and the one Meta Ads setting you must double-check today​. Chapters: LINKS AND RESOURCES: Episode 362: META Solution Engineers Tell All: The REAL Truth Behind the iOS 14 UpdateEpisode 363: How META and Facebook Plan to Solve the iOS Crisis: Part 2 with Sean Bedford and Ben Lampert from METAEpisode 673: Why Your Marketing Tracking Sucks (Even If You Think It Doesn’t) and How to Fix ItEpisode 666: The 5 Step Formula to Determine Your nCACEpisode 668: Part 2 – The 5 Step Formula to Determine Your nCACGet Your Marketing Performance IndicatorsTM Checklist Now!YouTubeGet Your Marketing Performance Indicators™ Checklist Now!Tier 11 JobsYouTubeTiereleven.comMongoose MediaPerpetual Traffic Survey

Hiring is easy—said no smart business owner ever. In this episode of Perpetual Traffic, Ralph and Lauren sit down with Josh Hill, Tier 11’s VP of Employee Success (or whatever his title is this week), to break down the real way to find and keep A+ players. Forget the “gut feel” hiring disasters—you’ll get the step-by-step playbook for building a team that actually scales your business. Whether you're looking to offload the 80% that’s draining your soul or you just want to stop hiring people who “seemed great” but ended up ghosting you in three months, this episode is your new best friend. Oh, and there may or may not be some good-natured roasting of Josh’s Australian pronunciation of "HR." Chapters: LINKS AND RESOURCES: Email JoshYouTubeGet Your Marketing Performance Indicators™ Checklist Now!Tier 11 JobsYouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsitePerpetual Traffic on TwitterInstagramRalph 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

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: LINKS AND RESOURCES: Tier 11Mongoose MediaTier 11 JobsPerpetual TrafficMarketing Performance Indicators™ ChecklistYouTubeYouTubeInstagramLinkedInTwitter 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

Super Bowl ads: they can be brilliant, they can be cringeworthy, and sometimes, they can just make you question everything. Welcome to part two where Ralph and Lauren go all in on the weirdest, most awkward, and most controversial ads of the year. From Coffee Mate’s disturbing tongue commercial to Tubi’s bizarre cowboy skin-hat fiasco, they break down which brands took big swings and which ones completely missed. Plus, they dig into the politics creeping into the Super Bowl, the unexpected Ontario ad (yes, Canada bought a Super Bowl slot), and the massive flex that was Tom Brady’s $2M watch deal. Whether you love ads, hate ads, or just want to know which ones made Ralph’s skin crawl, this is a breakdown you don’t want to miss. Chapters: LINKS AND RESOURCES: Best Super Bowl 2025 Commercials Ad Meter RankingBreast Cancer Super Bowl Commercial with Wanda SykesLeslie Jones Stops Your Annoying Relatives from Ruining Thanksgiving | The Daily ShowWatch All the Ads of Super Bowl 2025The 10 Most Viewed Super Bowls of All TimeOntario Commercial Highlighting Contributions to the USACharted: The Rising Cost of Super Bowl Ads 1965-2025Tier 11Mongoose MediaTier 11 JobsPerpetual TrafficMarketing Performance Indicators™ Checklist YouTube YouTube Instagram LinkedIn Twitter Thanks so much for joining us this week. Want to...

Super Bowl ads aren’t just commercials—they’re a cultural moment, a case study in brand impact, and a $7 million gamble for 30 seconds of airtime. In this episode, Ralph and Lauren break down the best, the worst, and the most effective ads from this year’s game. From Wanda Sykes flipping the script on shock marketing to Tom Brady’s Duracell-powered longevity, they chat about what worked, what flopped, and what brands should do after the big game to keep the momentum going. Whether you’re here for the ads, the strategy, or just to hear Ralph admit that Lauren might be funnier than him, this one’s for you. Stay tuned for part two coming soon! Chapters: LINKS AND RESOURCES: Best Super Bowl 2025 Commercials Ad Meter RankingBreast Cancer Super Bowl Commercial with Wanda SykesLeslie Jones Stops Your Annoying Relatives from Ruining Thanksgiving | The Daily ShowWatch All the Ads of Super Bowl 2025The 10 Most Viewed Super Bowls of All TimeOntario Commercial Highlighting Contributions to the USACharted: The Rising Cost of Super Bowl Ads 1965-2025Tier 11Mongoose MediaTier 11 JobsPerpetual TrafficMarketing Performance Indicators™ Checklist YouTube YouTube Instagram...

Ralph and Lauren skip the small talk and jump right into one of the most overlooked (and misunderstood) topics in digital marketing—how to actually set up standard events, custom conversions, and the Meta pixel the right way. Spoiler alert: most businesses are getting it wrong! Whether you’re running an eComm store, selling info products, or trying to generate leads, your tracking setup might be holding you back from scaling like a boss. Ralph even admits they found mistakes in their own accounts—so yeah, nobody’s perfect. But don’t worry, they break it all down, agency-style, so you can stop leaving money on the table and start feeding the algorithm what it really needs. If you want Meta to work for you instead of against you, don’t miss this episode! Chapters: LINKS AND RESOURCES: How to Make Your Present Better by Making Your Future Bigger10x Is Easier Than 2x Tier 11Mongoose MediaTier 11 JobsPerpetual TrafficMarketing Performance Indicators™ ChecklistYouTubeYouTubeInstagramLinkedInTwitter 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: AppSumo - 13% off with code traffic13 AdCritter for Agencies Tier 11 Data Suite

The U.S. just threw a tariff curveball, and Ralph and Lauren are here to break it down. Will this economic shake-up spell disaster, or is there hidden opportunity for marketers and business owners? They dive into the chaos, debunk tariff myths (spoiler: consumers pay the price), and explore how brands can pivot, whether you’re selling whiskey in Canada or running ads in the U.S. If you’ve got skin in the game, this episode is a must-listen. Get ready to turn uncertainty into your next big win! Chapters: LINKS AND RESOURCES: Tier 11Mongoose MediaTier 11 JobsPerpetual TrafficMarketing Performance Indicators™ ChecklistYouTubeYouTubeInstagramLinkedInTwitter 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: AppSumo - 13% off with code traffic13 AdCritter for Agencies Tier 11 Data Suite

Ralph Burns and Lauren Petrullo bring you part two of their deep dive on nCAC (New Customer Acquisition Cost)—because knowing what it actually costs to land a fresh customer is kind of important (who knew, right?). They break down the hidden costs, debunk common myths, and explain why understanding nCAC isn’t just about crunching numbers—it’s about scaling smart. Whether you’re a finance geek or just someone who wants to make sure you’re not throwing cash into the marketing void, this episode serves up valuable info you can immediately put into action. Plus, there’s a special challenge for Spotify listeners that could land them a one-on-one strategy session—because who doesn’t love a little bonus ROI? Chapters: LINKS AND RESOURCES: How to Make Your Present Better by Making Your Future Bigger10x Is Easier Than 2xTier 11Mongoose MediaTier 11 JobsPerpetual TrafficGet Your nCAC Calculation Guide Now!Marketing Performance Indicators™ Checklist YouTube YouTube Instagram LinkedIn 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: AdCritter for Agencies AppSumo - 13% off with code traffic13 Tier 11 Data Suite

AI just dropped a bombshell, and Ralph and Lauren are here to break it down. DeepSeek—China’s mysterious AI powerhouse—just sent shockwaves through the stock market, slashing billions off NVIDIA overnight. But is this a real revolution or just overhyped tech drama? They’re comparing DeepSeek to the AI giants, letting us in on its jaw-dropping cost efficiency, and asking the big question: should marketers panic, pivot, or pop some popcorn and watch the chaos unfold? Chapters: LINKS AND RESOURCES: DeepSeek - The Chinese AI That Crashed The MarketsDeepSeekHow Target Figured Out A Teen Girl Was Pregnant Before Her Father DidTier 11Mongoose MediaTier 11 JobsPerpetual TrafficGet Your nCAC Calculation Guide Now!Marketing Performance Indicators™ ChecklistYouTubeYouTubeBy the NumbersInstagramLinkedInTwitter 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 AppSumo - 13% off with code traffic13

In part one of this two-part episode, Ralph and Lauren are talking about New Customer Acquisition Cost (NCAC). Sure, the mention of math might send some of you running for the hills, but hold on—this is the math that matters. Ralph compares finding your NCAC to searching for buried treasure, while Lauren reminds us that chasing vanity metrics like ROAS alone is as useful as an umbrella in a hurricane. Learn why NCAC is the North Star of scaling a business, how to measure it effectively, and what tools can make the process manageable. Ad platforms love to boast about their results but your bottom line—and how much it costs to add a new customer to it—never lies. As Lauren puts it: “Fake numbers might make you feel good, but they won’t pay your bills.” Chapters: LINKS AND RESOURCES: Tier 11Mongoose MediaTier 11 JobsPerpetual TrafficGet Your nCAC Calculation Guide Now!Marketing Performance Indicators™ ChecklistYouTubeYouTubeBy the NumbersInstagramLinkedInTwitter 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: AppSumo - 13% off with code traffic13 AdCritter for Agencies

Ralph and John are throwing conventional wisdom out the window with a mind-blowing Amazon ad case study that'll leave you questioning everything. Spoiler alert: less Amazon spend + smarter Facebook and YouTube ads = MORE revenue. It's all about contribution, not attribution, folks! This episode is packed with actionable insights, groundbreaking data, and a healthy dose of humor. Tune in to unlock the secrets of Amazon's black box and discover how to outsmart the algorithm. Your future profits will thank you. Chapters: LINKS AND RESOURCES: Amazon Ads Myths Debunked: Spend Less, Earn More! | Tier 11 Live! - EP024Measurement and analyticsAmazon Seller Analytics: 10 KPIs to Track for a Winning StrategyYouTubeGet Your Marketing Performance Indicators™ Checklist Now!Tier 11 JobsYouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsitePerpetual Traffic on TwitterInstagramRalph 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

Ralph Burns and Lauren Petrullo tackle the art of thinking big and hiring smart. From setting 10X goals that demand sharp decision-making to unexpected twists in virtual interviews (because you never know when someone’s hiding a cruise—or a pregnancy), they discuss building a dream team. Ralph and Lauren also talk about the importance of transparency, trust, and asking the right questions to avoid costly missteps. If you're looking to 10X your business—or just want to hire someone who’s not secretly a foot model—this episode is for you. Chapters: LINKS AND RESOURCES: Virtual BossEpisode 591 Is Delegation Your Kryptonite? Conquer the 4 Levels and Free Up Your TimeEpisode 663 How to Make Your Present Better by Making Your Future BiggerYouTubeMarketing Performance IndicatorsTier 11 JobsYouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsitePerpetual Traffic on TwitterInstagramRalph 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: AdCritter for Agencies AppSumo - 13% off with code traffic13