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Why Your Marketing Tracking Sucks (Even If You Think It Doesn’t) and How to Fix It | PT EP 674
27 ideas de marketing sacadas de «Why Your Marketing Tracking Sucks (Even If You Think It Doesn’t) and How to Fix It | PT EP 674», de Perpetual Traffic…
- 27 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 1 h 00 min
- Publicada en 2025
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Medición y experimentosPara probar creatividades en Meta Ads, aísla variables probando diferentes ganchos (hooks) con el mismo cuerpo de anuncio (o viceversa), introduce las variantes directamente en las campañas activas de escala y evalúa su impacto tras un ciclo completo de una semana analizando tanto el anuncio individual como el rendimiento global de la cuenta.
again all starts with the creative we have like an overring pillar so that'd be the the pillar or angle of your creative that you know is proven from what you're seeing in your other ads so i' say go look at your other ads see what seems to be a cons consistent theme then we're going to be testing different messaging or different visuals I have a very complicated diagram of how we test and we basically isolate variables we isolate Hooks and then we have bodies or we um we have the same body and we change the hooks but essentially is pretty simple what I do I like to test them all in the…
Escúchalo en el minuto 58:21
Escalar tráfico pagado sin conocer el costo admisible de adquisición puede quebrar un negocio
Medición y experimentosUn negocio puede alcanzar niveles significativos de facturación (incluso millones de dólares) impulsado por un buen producto o la inercia favorable del mercado; sin embargo, inyectar tráfico pagado sin tener calculado previamente el costo máximo permitido para adquirir un cliente (allowable CAC / target CAC) acelera las pérdidas y puede llevar a la bancarrota en pocos meses.
the business that they're in it's a $7 million business they don't know how much they can pay to acquire a customer they have no idea so like a lot of some point in time is like if we just started running traffic to this to this group without an enat call we would have helped them go out of business faster so started without doing this analysis they'd be gone and probably we might actually bankrupt them if we did what you can get very big based on luck so like the example you're talking about you know 7 million in Revenue if you have a good product or you're in like a good period where the…
Escúchalo en el minuto 6:34
Evaluar el escalado publicitario respetando la ventana de retraso en la conversión (time lag)
Medición y experimentosAl escalar el presupuesto publicitario en canales de adquisición temprana como Meta, el costo de adquisición suele dispararse la primera semana. Si las métricas tempranas (como visitas nuevas) crecen proporcionalmente, se debe esperar el período completo de retraso de conversión del negocio (por ejemplo, 14 días) antes de pausar o recortar inversión.
played out okay so there was a 17% increase in spend because we wanted to so when we do that the enac here you can see it's come up 13% over hundred or $104 we're above our Target okay so previously what people would do they look at that and go oh no we're above the target that's been a full week let's scale back that 20% we well we've got 26% new visits to the website for that 17% increase in cost so even though the up with this time lag thing we were talking about last week I know the time lag in this business is two weeks I just want to wait another week to see what happens once people…
Escúchalo en el minuto 40:49
Captura de señales en servidores perimetrales (Edge) para evitar la pérdida de atribución por bloqueadores de anuncios
Medición y experimentosPara evitar que los bloqueadores de anuncios en el navegador eliminen las señales de seguimiento (como los click IDs), conviene interceptar y capturar los datos en un servidor perimetral (Edge/CDN) antes de que el usuario cargue el sitio web de origen. A diferencia de las APIs de conversiones estándar (CAPI), donde el navegador pierde la cookie y la plataforma publicitaria debe intentar deducir la coincidencia a…
happens is they pass through this thing called The Edge which is hosted on the the that signal that is on the the person leaving is captured okay so it's captured here and it's sent to our data going to send that back once it's it's uh fingerprinted it match those people up it's going to send that back directly to the ad platforms and you have far the data because we're doing this before the browser ad blockers take the signals out of the the data essentially like happens with the conversion API so we're after that that's it's then blocked in essence on the browser itself and that's where the…
Escúchalo en el minuto 25:11
Enfocar los creativos de remarketing en resolver objeciones y comparativas
Mensaje y copywritingEn las fases de remarketing no se debe simplemente repetir la presentación básica del problema y producto, sino desplegar creativos diseñados específicamente para responder a las objeciones del comprador y contrastar contra alternativas o competidores.
it's just making creatives that is going to be dealing with the things people care about in that remarketing phase so like if you're making creatives you have to think what is that creative intended to do if you just have a creative that is basically talking about someone's problem and introducing your product but doesn't handle any of their objections or compare any um competitors that they might be seeing you're going to basically lose out so for me it's all looking at it's all about looking at that creative and going hey do I have a full Suite of stuff is going to handle the problems that…
Escúchalo en el minuto 53:58
Uso de gráficos de escenarios visuales para cambiar el enfoque del cliente de ROAS a MER
Medición y experimentosPara educar a los clientes y romper el sesgo de apego al ROAS tradicional hacia métricas globales como el MER, lo más efectivo es ilustrar visualmente escenarios mediante gráficos comparativos: mostrar qué sucede con las ventas recurrentes si se apagan los anuncios y cómo se amplía la brecha de eficiencia al escalar de forma agresiva.
asks how can you effectively shift client's Focus from Ras to myrr and C perfect okay how I've done it with clients is I've I've literally drawn Gra show them I showed them what happens in scenarios where you have the ad stop what would happen to that return customer it would keep going up your M would going up what would happen if you scale too aggressively and then you can see the the gap between okay the two lines are very close in this part of of the graph down here where we scale up aggressively very far apart that's why your m is coming down like it's not if you do it visually it's not…
Escúchalo en el minuto 46:53
Medición y experimentosPara escalar exitosamente no se debe juzgar ni modificar campañas basándose en fluctuaciones diarias; es necesario permitir ventanas de atribución y maduración de conversiones (por ejemplo, 14 días) y evitar la intervención reactiva motivada por el apego emocional.
emotion of the business and they look at things on longer time frames and it means they chill more and they're looking at performance daily and they're getting the stress of that that as much about the daily fluctuation but that is actually a positive thing that allows them to grow bigger because they're not meddling just like don't here we also know the data you knew that it was a 14-day window in order to figure out whether or not that scale was going to turn into new customers which it eventually did so it's like it's holding on sometimes just a little bit don't be looking at it on a daily…
Escúchalo en el minuto 51:43
Medición y experimentosPara validar estadísticamente si un anuncio o creativo funciona, se le debe asignar un presupuesto mínimo semanal equivalente a entre 3 y 5 veces el costo por adquisición (CPA) objetivo.
with it and I would say the minimums really you're looking at doing is if you're running um a campaign you want to be at least getting every creative to have three to five times your target CPA and spend per week so if you have a a certain budget for the campaign as long as every creative in that budget could get fre to five times a CPA they might
Escúchalo en el minuto 50:22
Medición y experimentosPara validar estadísticamente si un anuncio o creativo funciona, se le debe asignar un presupuesto mínimo semanal equivalente a entre 3 y 5 veces el costo por adquisición (CPA) objetivo.
with it and I would say the minimums really you're looking at doing is if you're running um a campaign you want to be at least getting every creative to have three to five times your target CPA and spend per week so if you have a a certain budget for the campaign as long as every creative in that budget could get fre to five times a CPA they might
Escúchalo en el minuto 50:22
Reutilizar publicaciones orgánicas de alto engagement como inspiración para anuncios de conversión
Canales de adquisiciónIdentificar los posts y comentarios del perfil orgánico que logran mayor alcance y viralidad para adaptarlos o rediseñarlos con un enfoque de conversión en las campañas de anuncios pagados.
you leverage it yep 100% we'll look at it we'll look at comments um if it's something that has a kind of conversion theme to it we will we'll even test it as an ad but if it's getting engagement you know he's getting lots of views and stuff that's part of the algorithm you know you're wanting to get engagement as well well as meet your conversion your sorry business objective that is how the Facebook auction works so absolutely if something's getting engagement even if it's not in its current form useful to be as an ad we can take it rep purpose it or we can use it as inspiration because we…
Escúchalo en el minuto 57:08
Diferenciar el rol del contenido orgánico (branding) frente a los anuncios pagados (venta directa)
Estrategia de contenidosEl contenido orgánico en redes debe enfocarse en construir marca, fidelidad y estética con poca fricción de venta, mientras que la publicidad pagada debe destinarse a la venta directa agresiva ('hard sell'), aprovechando la velocidad de datos y la capacidad de pausar creatividades.
separate I personally think they're completely separate like you're never going to be as fast on your organic getting data as you can be with paid ads I I think you're best using the organic side to build Brand Build brand loyalty um you know build people top a funnel that kind of stuff try to sell to them less be more aesthetic sell the brand as a visual thing um and this personality and then on the ads that's where you Hard Sell like I I really like selling quite hard on the ads basically I think that's what they're good for because you can turn it off and nobody sees it yeah
Escúchalo en el minuto 56:06
Riesgo de apagar campañas rentables debido a los datos modelados y el reporting inexacto de Meta CAPI
Medición y experimentosAunque la API de Conversiones (CAPI) de Meta ayuda a que los algoritmos optimicen mejor la entrega, no garantiza un reporting preciso en el panel de control. Meta rellena las lagunas de atribución (causadas por bloqueadores de anuncios o restricciones de iOS) con datos modelados que a menudo empeoran artificialmente las métricas visibles, lo que induce a los compradores de medios a apagar campañas que en realidad…
just because all that model data is going to make your campaigns look worse than they are and there's stuff you could be turning off because you don't think it's doing well but it's just modeled data it's not real numbers that are actually the performance of that a false sense of security because what you think you're seeing isn't actually buying right it's like with cppy your platforms to optimize but you just could not trust anything you looking at in the but if I made human decisions based on something that's incorrect I then stop that whole process because I might turn off the thing that…
Escúchalo en el minuto 20:39
Las tres únicas vías fundamentales para hacer crecer un negocio
Medición y experimentosCualquier meta global de ingresos se descompone en tres palancas de crecimiento: adquirir nuevos clientes, incrementar el valor promedio de cada pedido (AOV) o aumentar la frecuencia de compra a lo largo del tiempo (LTV).
of begin with the end in mind and then figure out okay how do we get there is it new customer acquisition is it you know getting customers to buy more when they buy meaning increase their average order value get them to buy more often maybe increasing LTV that's those are basically the three ways in which you can grow a business
Escúchalo en el minuto 3:14
Medición y experimentosConfigurar la API de Conversiones (CAPI) de Meta en lugar de depender únicamente del píxel permite enviar datos de primera parte ('first-party data'), lo que incrementa el puntaje de calidad de coincidencia de eventos (EMQ) y provee mejor información para que el aprendizaje automático optimice la entrega de las campañas.
whole thing and the reason how why API that why Cappy Works through the a the through the API is because you are the first party day that you you actually always sort of check was the EMQ score example is the EMQ score was our indication that we were getting a better match rate on specific events with Cappy platform itself yeah well I mean a better EMQ essentially for us is meaning we're getting better data back in our campaigns so those campaigns have more data it's a machine learning platform they are better at optimizing so essentially we can get better results data coming back so…
Escúchalo en el minuto 15:35
Medición y experimentosConfigurar la API de Conversiones (CAPI) de Meta en lugar de depender únicamente del píxel permite enviar datos de primera parte ('first-party data'), lo que incrementa el puntaje de calidad de coincidencia de eventos (EMQ) y provee mejor información para que el aprendizaje automático optimice la entrega de las campañas.
whole thing and the reason how why API that why Cappy Works through the a the through the API is because you are the first party day that you you actually always sort of check was the EMQ score example is the EMQ score was our indication that we were getting a better match rate on specific events with Cappy platform itself yeah well I mean a better EMQ essentially for us is meaning we're getting better data back in our campaigns so those campaigns have more data it's a machine learning platform they are better at optimizing so essentially we can get better results data coming back so…
Escúchalo en el minuto 15:35
Riesgo de pausar campañas rentables por guiarse únicamente por el CPA dentro de la plataforma
Medición y experimentosTomar decisiones de optimización o apagado basadas solo en el CPA que muestra Meta puede llevar a cortar campañas que parecen estar $5 o $10 por encima del objetivo, cuando en realidad están dentro del target gracias a las compras que la plataforma no alcanza a rastrear.
you're always going to see it lower in data Suite because you have more data you're getting those purchases that meta doesn't know they're actually in could definitely be situations where you know you're $5 over the target you're $10 over the Target and for your business that is too much over the Target and you have to cut something but the reality is it's not over Target if you were looking in a place that had all the data okay and I think a lot of people can get held back by things like
Escúchalo en el minuto 33:05
Medición y experimentosPara tomar decisiones precisas de optimización a nivel de campaña, conjunto y anuncio, se debe medir el costo de adquisición exclusivo de clientes nuevos (nCAC) mediante seguimiento first-party, ya que las plataformas publicitarias mezclan compradores recurrentes y nuevos sin reportar esta métrica de forma nativa.
is not this allac number because we're focused on new okay so I am looking at this Northstar metric here of new customer cost to or new customer acquisition cost of require your customer and it just doesn't exist in as manager so if I wanted to get this it's not very accurate this tells me every single campaign ad set an ad what is the actual new customer um acquisition cost for that asset so it's helpful when you're trying to determine how to optimize the campaign and judge because it is able to determine who is new and who is returning with we we
Escúchalo en el minuto 36:41
Dependencia crítica de datos directos frente a la atribución modelada
Medición y experimentosLas herramientas convencionales como Google Analytics y múltiples plataformas de atribución de terceros recurren crecientemente a datos modelados y algoritmos opacos, lo que impide usarlas como fuente única de verdad; para alinear las acciones con los objetivos del negocio es indispensable disponer de datos puros y precisos no dependientes de estimaciones algorítmicas.
to be the real judge and jury like the source of Truth years ago that is no longer the case because there are a lot of things that now block that from being here in just a second so you need a data solution in order to be able to read the tea leaves to get the right metrics to move the business in the right way you sort of have to understand the pure the data is the more accurate the data is the less modeled the data is the more the less AI algorithm we don't really know like Google analytics kind of does and like a lot of the third party attribution softwares do the less your ability is to…
Escúchalo en el minuto 5:04
Medición y experimentosLa estrategia de marketing debe diseñarse de forma inversa a partir del objetivo financiero macro, traduciéndolo en indicadores de rendimiento de marketing (MPIs) como el CAC de clientes nuevos (nCAC), entendiendo que al escalar con agresividad ciertas métricas intermedias de la plataforma pueden deteriorarse temporalmente.
metrics we use in order to achieve a business outcome and that business outcome is what whatever the goal is the big goal so then from that goal we sort of begin with the end in mind and then figure out okay how do we get there is are through the mpis the npis are just a means to measure how to get to the Big the industry has been focused on in platform metrics for so long now and even just front end metric so people are coming onto endak and stuff now but it's exactly well why are we actually making you go to an enca Target this is why it's good and this is why when we scale aggressively…
Escúchalo en el minuto 2:53
Medición y experimentosLa estrategia de marketing debe diseñarse de forma inversa a partir del objetivo financiero macro, traduciéndolo en indicadores de rendimiento de marketing (MPIs) como el CAC de clientes nuevos (nCAC), entendiendo que al escalar con agresividad ciertas métricas intermedias de la plataforma pueden deteriorarse temporalmente.
metrics we use in order to achieve a business outcome and that business outcome is what whatever the goal is the big goal so then from that goal we sort of begin with the end in mind and then figure out okay how do we get there is are through the mpis the npis are just a means to measure how to get to the Big the industry has been focused on in platform metrics for so long now and even just front end metric so people are coming onto endak and stuff now but it's exactly well why are we actually making you go to an enca Target this is why it's good and this is why when we scale aggressively…
Escúchalo en el minuto 2:53
Discrepancia del 20% al 25% entre el CAC reportado por Meta y los datos propios
Medición y experimentosExiste una diferencia de entre el 20% y el 25% entre el costo de adquisición de clientes reportado dentro de Meta Ads y los datos reales recopilados por herramientas de atribución first-party, incluso tras esperar un margen de dos semanas para que el modelado de Meta complete los datos.
allac the aak which is the entire cost of acquiring a customer is about 20% there's a 20 or 25% difference between what you're looking at inside meta and what you're actually seeing inside the interface Wicked reports and data Suite that like you said it's two weeks later going to get and yeah it's 20% difference you're actually giving it a two- week grace period to give meta even more of a chance to back fill but now
Escúchalo en el minuto 35:20
Funcionamiento y limitaciones de Meta Conversions API (CAPI) frente a bloqueadores
Medición y experimentosMeta Conversions API (CAPI) envía datos propios (first-party data como nombres y correos hasheados) directamente desde el servidor web a la plataforma publicitaria para eludir las restricciones de navegadores y de iOS 14. Aunque recupera visibilidad sobre la atribución frente a la pérdida del identificador de clic, sigue existiendo margen de pérdida de datos si el usuario emplea correos o datos de registro distintos…
conversion API the thing that we told data basically is a way of getting around app blockers and and browser blockers things that are basically removing your data from coming back to the ad platform specifically meta for before when iOS 14 came into was that click ID was being removed by the browser and meta was losing any brought into play conversions API and losing that click ID but the the server that your website is hosted on is able the website and via the API which is this section here feed that first party data so names email addresses from the website back to the ad platforms and…
Escúchalo en el minuto 11:49
La fatiga publicitaria suele ser de audiencia y no del creativo
Canales de adquisiciónUn buen creativo publicitario puede funcionar durante años sin desgastarse si la compra de medios y la rotación o tamaño de la audiencia se gestionan adecuadamente; en la mayoría de los casos lo que se satura es la audiencia y no el anuncio.
I am completely support that too many accounts have had the same creative for years in them it doesn't necessarily fatigue if you know what you're doing on the media buying side yeah yeah there's audience fatigue not necessarily ad
Escúchalo en el minuto 51:02
Subreporte del CPA en Meta Ads frente a datos reales de atribución
Medición y experimentosEn campañas evaluadas para un mismo período (enero 2025), Meta Ads reportó costos por compra de $95 y $64, mientras que el rastreo con atribución completa registró CPAs reales de $77 y $56 respectivamente debido a conversiones que el píxel del navegador no detectó.
and we're looking at January of 2025 perfect so we have $95 cost per purchase showing in the app platform $64 cost per purchase shown same metric been compared we have $77 and 56 so you've gone 9564
Escúchalo en el minuto 33:16
Priorizar la calidad sobre el volumen en las pruebas de creativos publicitarios
Canales de adquisiciónEn la experimentación de anuncios para Meta Ads, es preferible priorizar la calidad de las piezas creativas por encima de cumplir con un volumen o cuota fija de testeo semanal, ajustando el ritmo a los recursos y capacidad de producción del negocio.
comes to running meta ads how many new creatives should you be testing every week yeah so for me it's like I know there's people online always talking about testing creative and you should test all the time I definitely think quality is better than quantity so it depends on what resources
Escúchalo en el minuto 49:45
Riesgo de inexactitud en los datos modelados dentro de Meta Ads
Medición y experimentosLas métricas reportadas dentro del administrador de Meta Ads suelen estar desfasadas de la realidad cuando se basan en datos modelados, ya que la plataforma realiza estimaciones de compras y carritos a partir de clics al carecer de visibilidad directa del tráfico web.
model data is a big problem because if you are looking in platform basically what meta is doing is they're going okay we don't have H oversight into what is actually happening on the website we don't have the connection anymore so we're just going to try and estimate based on how many people are estimate like what percentage of those people are taking what action so how many people are adding to car how many people are purchasing and it is just way off you might have some weeks where
Escúchalo en el minuto 19:24
Medición y experimentosLas restricciones de privacidad implementadas en 2021 provocaron caídas repentinas de entre el 60% y el 70% en la visibilidad de conversiones dentro de las cuentas publicitarias orientadas a usuarios de Apple/iOS.
of our I wouldn't even say like higher end but iPhone users Apple users tend to be you know uh higher-end buyers and I remember one one account in particular we lost 60 to 70% of our conversions literally overnight
Escúchalo en el minuto 17:42
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