Marketero · Entrevistas
The Future of Media Buying: John Moran on cAPI Imports + Edge Tagging (Part 1)
12 ideas de marketing sacadas de «The Future of Media Buying: John Moran on cAPI Imports + Edge Tagging (Part 1)», de Perpetual Traffic. Sobre todo de…
- 12 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 28 min
- Publicada en 2025
Ver la entrevista entera en YouTube
De qué habla
Las 12 ideas de esta entrevista se reparten así entre las etapas del marketing. El reparto es lo que distingue una entrevista de otra: dice en qué se detuvo de verdad quien hablaba.
Las 12 ideas, con su cita y su minuto
Cada una está sacada de un punto concreto de la entrevista. El enlace del titular lleva a
la página de esa idea, donde se ve quién más la dice por separado; el del pie salta al
segundo exacto del vídeo para que la compruebes tú.
Medición y experimentosCuando plataformas como Meta o Google se atribuyen conversiones globales del sitio que habrían ocurrido por otros canales (orgánico, email o directo), se entrena a sus algoritmos para buscar ventas fáciles ya existentes en lugar de adquirir clientes nuevos, impidiendo escalar el negocio de manera real.
So meta and Google will be able to identify and also attribute anything that they would like to themselves, even without having a click take place. And so when you think, well, my bank account is disconnected from my meta account or my bank accounts disconnected from my Google ads account, it's sort of not because it is attributing to itself. Like those metrics are correct. You did have all of those sales. They just didn't come from there. And what that is doing inside of the ecosystem that is meta or Google, and I say this as a as a kind of a quote, it is the conversions are training an…
Escúchalo en el minuto 9:09
Canales de adquisiciónEn lugar de enviar un evento de compra genérico a las plataformas publicitarias, se deben importar mediante API de conversiones (CAPI) o etiquetado personalizado solo los eventos de verdadero valor incremental (como clientes 100% nuevos o compras de productos específicos) para alinear la optimización del algoritmo con el crecimiento del negocio.
And so that's that's what the kind of what we call first click edge tag customer imports is doing is we are only allowing those platforms to count what we allow them to count because that is aligned with our business model. I mean, more new customers only allow to count the customers. I mean, more new subscribers only count the subscribers. You need more sales of the brown shoes and size 12 in New York. Then that is only going to count the sales of the brown shoes and size 12 in New York so that you, the business owner or the agency and meta and Google are now aligned in your goals. You have…
Escúchalo en el minuto 6:16
La sobre-atribución en plataformas de anuncios distorsiona el rendimiento real y los cost caps
Medición y experimentosLas plataformas publicitarias cerradas como Meta tienden a adjudicarse conversiones generadas por otros canales (como envíos de email o SMS) mediante atribución por visualización (1-day view). Esto provoca que se cumplan artificialmente los límites de costo ('cost caps') y que el gasto en anuncios quede totalmente desconectado del crecimiento incremental real.
it can attribute pretty much anything that's happening. We ran a test where we in, we imported a hundred conversions that never came from Facebook and all a hundred of those showed up in Facebook, but they just came under the one day view, which means we don't have a click. So if you're going to import it to me, I'll take credit for it. So it can count everything, even if it didn't come from that channel, think about your cost So I need to have a conversion that is coming underneath a hundred dollars. Well, if you do a text blast early in the morning, you can meet that cost cap and that goal…
Escúchalo en el minuto 26:16
Evaluación de paid media por concepto creativo frente a la adquisición real en CRM
Medición y experimentosDado que la segmentación en plataformas como Meta y Google opera hoy a nivel creativo y el consumo de video reduce los clics directos, la pauta debe estructurarse y evaluarse probando conceptos creativos transversales en todos los formatos/canales y correlacionando el gasto con nuevos clientes en el CRM (fuente de verdad), asumiendo que el CPA y ROAS dentro de la plataforma parecerán artificialmente peores.
Now what we have to look at is your targeting is actually at the creative level. And it's actually the same thing for performance max and demand gen is still the creative level. So if you're thinking about, well, if my meta, my Google, my reels, my stories, my YouTube, my shorts, my everything is at the creative level, then we have to find consistency and congruency. And not only our execution, but also our nomenclature. And now that concept is going to be executed between meta and YouTube, you know, Google and meta meta as an example. You're going to have to disseminate those creatives…
Escúchalo en el minuto 17:27
Filtros estrictos de atribución: Clic real y primer contacto
Medición y experimentosPara evitar que plataformas como Meta o Google inflen sus conversiones atribuyéndose ventas orgánicas o de clientes ya existentes, la atribución de adquisición escalable debe exigir tres criterios: que exista un clic efectivo en el anuncio, que sea la primera visita del usuario al sitio y que se verifique si es un cliente nuevo.
But that's just because it's counting more of the activity you already have. So every dollar you put in means it can attribute to itself another sale. So you think, wow, look at my scale, but it's not actually happening. And that's because the meta remarketing, essentially the pixel or Google ads, the tag sees all traffic from all sources and can take a take credit through their model data and their attribution model to say you've had 58 sales today and it came from this campaign. So that's where everything's simply being counted as an event, but not having the guardrails of is it new? Did it…
Escúchalo en el minuto 10:04
Medición y experimentosTras implementar importaciones de conversiones directas (CAPI) a principios de agosto, el costo de adquisición de nuevos clientes (nCAC) se redujo progresivamente de 26-27$ a 6,73$ en un período de aproximadamente un mes y medio.
I said, well, when did you guys do the, start doing cappy imports? You said, well, it was around August 1st. So sure enough, I went through the weekly report. So 26, and then it was like 27. Then all of a sudden it was 24. And then it was 20. And then it was maybe back to 21. And then it was down to 17. And then it went to 12. Then it went to 10. Then it went to eight. And then it was $6 and 73 cents as of last week. And that is the cost to acquire a new customer. So it took about a month and a half as we're sitting here today in the middle of September.
Escúchalo en el minuto 24:12
Seguimiento en el borde (Edge Tagging) para evitar pérdidas por bloqueadores y consentimiento
Medición y experimentosEl etiquetado en el borde (edge tagging) captura los datos de tráfico y clics en el trayecto hacia el servidor antes de cargar scripts en el navegador del usuario, evitando la pérdida de métricas causada por ad blockers, cambios de privacidad (iOS) o el rechazo de cookies en herramientas como GA4.
We're capturing basically the click and the data on the edge without it being blocked by all the privacy blockers, iOS 14 and all the other ones that have come out since then. Now, edge tag basically means that we are tagging a user on the way to the website, not after they've been on the website and had something load afterwards. GA4 actually now this is in Google's literature. GA4 will not actually count a session user visitor. Nothing. It will be completely blank if they didn't hit accept all cookies. It's actually in some of their literature. So, for example, if you're importing GA4…
Escúchalo en el minuto 11:18
Medición y experimentosLos media buyers deben evaluar la rentabilidad y escala basándose en el costo real por nuevo cliente adquirido y no en el CPA aparente de la plataforma publicitaria, ya que un CPA alto en el panel (por ejemplo, 800$) puede corresponder a un costo real de nuevo cliente bajo y predecible (por ejemplo, 50$).
my CPA drop. I just need this thing to scale without increasing my end cap. So if it's, if the targeted audience is clicking less, but watching more and still buying, there is only one rule that that thing has to follow is those new customers better continually go And so that's where we look at things as a media buyer differently. And sometimes an $800 CPA can have a $50 cost per required first time customer. If I scale it up, does 800 stay 800? Well, it may go to 800 to 900. My cost per required first time customer might be $50, maybe goes up to 55, but it's repeatable and it's controllable…
Escúchalo en el minuto 22:50
Canales de adquisiciónEnviar conversiones personalizadas a las plataformas publicitarias mediante CAPI segmentando entre clientes nuevos y recurrentes, así como por SKU adquirido, permite entrenar a los algoritmos para optimizar la adquisición neta o el cross-sell en lugar de compras genéricas.
But this cappy import thing that we've been talking about is a is kind of a separate as a is a new animal here. And it really gets even more granular where you can if let's say you have 10 SKUs, you can target specific SKUs, not just a purchase event. And then you can granularity you can actually target new customers versus returning customers specifically. And now the imports, those are what we're trying to achieve as a conversion event in that campaign. You can say I need to have, you know, a new customer or I need to count a conversion as a returning customer. We also see what is actually…
Escúchalo en el minuto 11:29
Insuficiencia de optimizar solo por ventas genéricas ante la consolidación de campañas publicitarias
Canales de adquisiciónA medida que Meta y Google automatizan la segmentación y agrupan prospección y remarketing en campañas únicas, optimizar simplemente contabilizando cualquier venta es insuficiente para escalar; es necesario redefinir los eventos de conversión y diferenciar objetivos específicos (como clientes nuevos vs. recurrentes).
And what is changed into is auto targeting, auto bidding. The remarketing has kind of been rolled in. The prospecting has kind of been rolled in all down into more singular campaigns. Because of that, we have now had to rethink the way that we're optimizing for results. Just counting a sale is not enough anymore, not enough to scale. And so what we're doing is we're changing what has been counted as simply a sale to something more specific, where if it's a company goal or is that campaign goal? This campaign will go after returning customers. And now that they're combined into one, people…
Escúchalo en el minuto 3:53
Canales de adquisiciónAproximadamente entre el 50% y el 60% del contenido visto en las plataformas de Meta corresponde al formato Reels, caracterizado por una interacción basada en reproducciones pasivas y una drástica reducción en la tasa de clics directos, especialmente en audiencias jóvenes.
So I'm going to ask it to you is it for millennials and Gen Z, the majority of the ads and or the content that they view does not have a click. So accordingly, 50 to 60% of the content now that's actually being viewed on the meta platform is on reels. Which usually does not have a click, but it has a view.
Escúchalo en el minuto 16:15
Medición y experimentosMediante la reconfiguración de datos y optimización publicitaria, una gran cuenta de comercio electrónico en el sector de belleza redujo su costo de adquisición de nuevos clientes (NCAC) de 26-27 dólares a menos de 7 dólares, superando su objetivo fijado entre 10 y 12 dólares.
And one of the results I texted you yesterday is that our team is super ecstatic about this is that one of our larger beauty accounts was getting about a $26 to $27 NCAC or what we used to call a CPA, a cost to acquire a new customer. And now it's down to under $7 using this strategy. So from $26 to $7. And their NCAC target I believe is $10 or $12.
Escúchalo en el minuto 2:23
Seguir leyendo
Esta es una de las 1872 entrevistas despiezadas. Puedes
ver todas, leer las ideas por tema o
empezar por la ruta guiada si no sabes por dónde.