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- [00:00]
Ralph Burns
Foreign.
- [00:03]
Lauren E. Petrulo
You're listening to Perpetual Traffic.
- [00:10]
Ralph Burns
Hello and welcome to the Perpetual Traffic podcast. This is your host, Ralph Burns, founder and CEO of Cheerleven, alongside my amazing.
- [00:18]
Lauren E. Petrulo
Co host, Lauren E. Petrulo, the founder of Mongoose Media.
- [00:22]
Ralph Burns
So glad you joined us here today. Every single time I say that, you always just glow.
- [00:29]
Lauren E. Petrulo
You are just a compliment person.
- [00:32]
Ralph Burns
You're a glutton for compliments. Well, if you want to get on Lauren's good side, you're listening to this show. That's how you do it. Just compliment her hair or shoes. Shoes. Right. Shoes. Like, really? That speaks to your personality. Your shoes. Right.
- [00:50]
Lauren E. Petrulo
Don't compliment like, oh, wow, you're tall. I'm like, tell me something I don't know. Tell me how great my shoes look.
- [00:55]
Ralph Burns
And specifically why they like your shoes, too. Don't like no platitudes. None of that. Oh, I like them. It's like, what do you like about them? Oh, they're so cute. Or they're so whatever. You know, guys don't do.
- [01:08]
Lauren E. Petrulo
I don't filter my compliments. Okay.
- [01:10]
Ralph Burns
Oh, you just take them all.
- [01:12]
Lauren E. Petrulo
Okay, well, that's someone who needs external validation.
- [01:17]
Ralph Burns
Absolutely. You totally are. That's why you do the show. It's like you got hundreds of thousands of people that listen to you every single month. It's validation every day. Well, hopefully to those. A hundred thousand people or so. Couple hundred thousand. Actually, more than that. Hopefully. Today's show is validation for you because we are talking about tracking here. Everyone's favorite subject. Is it really everyone's favorite subject? I don't think it is. I don't think people like to talk about it because they're like, I don't want to think about it. I don't want to deal with it. But that's part of the problem.
- [01:45]
Lauren E. Petrulo
Yeah, tough shit. You need to. It's like, tough shit. You need to. Told you it's the most important thing. After your offer. I don't care. I mean, I could be like, I don't give a shit about what your ad looks like or your landing page. If your tracking is not set up for success, neither is your ads.
- [01:58]
Ralph Burns
Yeah, explicit rating here we come on itunes. But the point is, like, I don't care because that this is the most important thing. I've been on five sales calls this week. Just like, I'll drop in on these calls now just because I'm like, here's the deal. Like, you want X results. You want us to do certain things. Well, it's kind of up to us to kind of figure out like what will get you that result. But if you don't have tracking, nothing we do matters. And it's the reason why, you know, if you go on tier 11, there's a thing called conversion engine data and tracking is the thing that makes the whole machine work and it's the least interesting for many marketers. Like we have, thank God I've got developers on our team that love this stuff. Like, love it. Like I'm like, oh my God, thank God there's people out there that do this because I can't stand it. But I know that if we don't have it, it doesn't work. So today's show kind of arose because we are planning for the future here a bit because there's a couple of different things on meta that are in the process of being deprecated. A lot of changes going on. Maybe just talk at a high level and then we'll back into it. Maybe we'll do a screen share of how not to do it among the mongoose media accounts because you know the cobblers kids have no shoes oftentimes. But it's the first thing that you do for your clients. So anyway, give us a high level view like why this is important now.
- [03:29]
Lauren E. Petrulo
So high level view is that we spoke recently about the Advantage plus changes. Mark Zuckerberg has been on a PR round promoting how he's trying to make advertising an essential part of the GDP and that the commerce and the way that the US makes money and where it's reflected with advertising as a presenter is very small now, but he anticipates it to be much bigger and he's investing like tripled down into AI. We've talked about this and this is just a further follow up from that conversation of his billions of dollars investment of trying to create an advertising system where you get to remove the friction and the challenges or an essential space. He says, you tell me what you want as an outcome and tell me how much you're willing to pay for it and then I'm going to make it happen. And the closest we currently have to that is shop campaigns in Shopify. Right? So that's exactly what they've done. Which is amazing. We've talked about a lot. Like definitely check out the episode with Andres where he goes into it explicitly like it's my favorite campaign type right now for anyone that has Shopify. But Mark Zuckerberg and other out algorithms and ad networks are trying to replicate this same type of guarantee in that roi and one of those things that has happened is dynamic creative is deprecating and what we have now are flexible ads. Flexible ads is one of the newer products within the meta ads ecosystem and it's very similar to dynamic creative, but it's essentially trying to remove a lot more influence, human influence, so that you have stronger performance. And with that we are sacrificing reporting because reporting on flexible ads you don't have dynamic creative. You could see which creative combination yielded the best result for what you were trying to achieve because then that allows you to get greater insights on what type of new creatives to work. But if you look at the bigger picture of what Mark Zuckerberg is trying to do by 2030 is that you don't have to use creative. You can say, here's my product, here's the result. I want meta. You create the ad, you create the copy, you create the creative, which is where AI is going. But at the same time, like there's going to be a need for human led creativity because that's going to stand out in different ways. But like right now, if you're using flexible ads, you've probably noticed you cannot extract insights of which creative is working and it stinks. It's like with pmax, right? Like all of these new programs that are dialing into better performance, in theory, less work for the advertiser or more specifically the business owner. You're having to make a sacrifice. And it's like one of the biggest things, like anyone who's using flexible ads creatives knows they're like, ugh, f my life. This is not cool. But the way that like you can combat that right now and like most immediate things is like obviously doing like, like brand lists so that then you can start to see like is your brand memorable or, or does it have more favorability, things of that, that's a whole separate issue. The biggest thing though is reporting is deprecating the influence and creative strategy available to you when you don't have to spend time and energy on some of these things is coming and at your basis is going to be reliant on the data you put into it. So none of it all matters if you've got dirty data.
- [06:53]
Ralph Burns
It hasn't quite happened yet the way that he's explaining it, but this has been talked about. I mean, I can't tell you how many years this has been talked about. It's like, oh, we just want to be able to, you know, put in the result. I mean, I remember way back in the ad word days when I was running ads in 2009, 10 and 11. It's like cost per result, cost per targeted result. We'll get it for you. It was like CPA, like target CPA, like, there is still TCPA, there's still T ROAs, but I remember when that first came out. It's like you let us figure it out and there was hints of it. That's almost 15 years ago. So it's been coming like the algorithms and the AI is not. That was just hyperbole back then, which is a big word to mean, like, it was just a bunch of bullshit. But the point is it's a way to take your money. So I think people are skewed to think, oh, well, PMAX is going to be Performance Max and Google was going to be the thing. Just throw all the creative in and I don't have to do anything. And the media buyer now is no longer a consequential part of the equation. Didn't really turn out that way. Performance Max just turned into a. Just a big retargeting campaign, which is fine as a part of your overall strategy, but it's not the strategy. So I think where this is going, especially with Advantage plus and this Andromeda Update, which Google, Andromeda News or Andromeda Update, there's nothing out there on this. Like, Meta has been super secretive. And the reason why we know this maybe a little bit more is because you've got contacts inside Meta. We've got contacts inside of Meta and we've been seeing. We now know how it all is going to work because of the insider stuff we're getting, which, relaying to you, the perpetual traffic listener, and there's an episode that we just did this past week and the week before that was John Moran talking about this new strategy that we're using that we've kind of yet to unveil. But that was all because of an insider conference that he went to with Meta. So because they're explaining it there, but they're not releasing this to the rest of the world. And this sounds like a big conspiracy theory. Like, oh, yeah, you guys have gone down this road before, but this time I would have to say, like, it is serious. Like, they are going that way. Where Zuck wants to take it is not like going to happen this year. However it is, it's going to take time. But like we've talked about before, the investment that they're putting into AI in these, you know, these data centers throughout the U.S. like we've said it before, on the show, $65 billion in investment in 25, in 24. That is a boatload of money. Like that is incredible amount of money. And the only reason why he's doing it is because it serves the purpose of ads. That's how they make their money.
- [09:56]
Lauren E. Petrulo
Still, did you Ralph, did you see like you say, 65 billion is a lot. Do you know about the $940 billion state funded investment in Saudi Arabia? With so much of it being led by the prince to go into AI and creating those data servers like this isn't going away, but it's not the like Terminator matrix future, at least for me. Like there's adaptability, there have been systems that have existed. You just talked about like ads Network back when of how that was where it is. Like it's. We can see what's coming not because there's a crystal ball or not exclusively because of the conversations and access we have, but from the continued investment and rollout of products that are further showcasing like it's confirmation bias to an extent, but that this is what's clearly written out. Like the lines are being drawn in the sand. We just don't know the 3D rendering, but we can see the outline of what's coming. So the long and short of it is today's episode's about tracking. So you can see how to do it today.
- [11:03]
Ralph Burns
That all this relates back to the original point is that what is the one truism in all of this that you absolutely must have, must need. It's great tracking.
- [11:15]
Lauren E. Petrulo
Yeah. And like there's like what is great tracking is an ambiguous answer because what is great for some may not be good enough for others. But what at least my goal is to show you like when we're showing today in the the screen shares. If you're watching on YouTube, amazing. If you're not, I'd recommend you jump over to YouTube because I'm gonna share behind the scenes and lift the hood and show you the Mongoose Media ad account.
- [11:43]
Ralph Burns
Which is the worst.
- [11:46]
Lauren E. Petrulo
Oh gosh, if nothing else to see how uncomfortable I am to show that like, oh, we've done this for so many of our clients, but we've not talked, treated ourselves like a client. So this is my promise to everyone who's listening. If you jump in on the YouTube channel, like I will show you what most ad accounts look like and we're gonna walk through it all the time.
- [12:09]
Ralph Burns
We see this all the time. So perpetual traffic.com forward/YouTube. You used a as you're getting Your screen share ready here you used a different analogy which was a little bit more, you know, R rated. Said you were, you know, not under the hood. You said you were lifting your top.
- [12:24]
Lauren E. Petrulo
Off, tops off, tits out. Here's the data, like, all right, it's piercing into my soul right now.
- [12:34]
Ralph Burns
Like, you don't want to show this. Like I had to convince Lauren for 45 minutes before recording. Like, this is what we need to see. It's okay to show what's, how not to do it because 90, 90 plus percent, we'll give 10% sort of a stay of execution are probably going to look like this.
- [12:53]
Lauren E. Petrulo
And then like, yes, it was an embarrassment to be like, oh my gosh, my, my top is off. But like, whatever, you know, they used to be best friends, now they're cousins and we're gonna enough of the build up. But I, but I'm just trying to say that here's the, like, show the damn screen already. But I just want to say my promise to you, the listeners, we will do a follow up where I'll have like, I'll be like, look, now that we've installed cappy and then now that this is the event match quality. So this is going to be a three parter series where I'm showing you what you probably have and understanding a little bit of a walkthrough and then going in through it. So you can be like, okay, cool, this is what you actually want, not just what's happening. Know what I mean?
- [13:37]
Ralph Burns
So this is a three part series. I didn't mention this to begin with, but this is part of a three part series of what not to do, what to do and then the end result of like how to do it the right way. So we're going to do this over the course of the next couple of weeks. This is step one. So if you're walking well, I would.
- [13:54]
Lauren E. Petrulo
Say this is step two. Because step one would have been you've already installed the metapixel on your website.
- [14:00]
Ralph Burns
Yeah, but don't you think like everybody who's listening to this show has already done that? I mean, come on, you know, I. Look what level of listening.
- [14:07]
Lauren E. Petrulo
Let me validate and compliment everyone who's listening to know that you already installed the pixel. So good job.
- [14:13]
Ralph Burns
I already installed the damn pixel. Like, jeez, if you haven't done that, I don't know, go back to episode two, two of our listeners. We've just lost half our listeners there anyway. So here we are getting to the.
- [14:28]
Lauren E. Petrulo
Point for all of you guys who are already installed the pixel. Right. So this is where like I'm inside data sources. So we're in the events manager. So if you're in your business on facebook.com if you're not watching, follow along this way. And there's on your left hand side an octopus, like a three legged octopus icon. That is our data sources and what.
- [14:49]
Ralph Burns
We'Re way over on the left, left part kind of on with your like what do they call that? The dock on a Mac. It's like way over there. So they go to the octopus. I bet you a lot of people have never even clicked on that icon anyway.
- [15:00]
Lauren E. Petrulo
For sure.
- [15:01]
Ralph Burns
But people who listen to this show, I'm sure they have.
- [15:04]
Lauren E. Petrulo
I mean come on anyway because we've shown you on other episodes. But what I'm not going to go through all of the data sources because your partner integrations, your custom conversions, the overview of that we're specifically talking about data sources which is our trian. And then you'll see that I have three of the five pixels set up. I don't even have all of them. Like this is where it's like not to do right. You have five different types of pixels. I believe we've talked about it on past episodes.
- [15:28]
Ralph Burns
Hey, you know when I was first at a consultant actually doing the stuff that we're doing right now in Tier 11, one of the first tools that I learned how to use was from a company called Unbounce and they are now a sponsor of perpetual traffic. And the reason is is that their landing pages and how quickly you can create those landing pages without having to consult your designer, your developer. With drag and drop builders now built in AI copywriting, it's even better than when it was 10 years ago when I first started using it on my own to create my very first landing pages. These guys are absolutely amazing. They've got conversion optimized templates giving you everything you need to launch your pages on your own without developers. In fact, Unbounce is the leading landing page platform for building, testing and optimizing high converting pages. Powered by data from over 2 billion conversions. That is 2 billion conversions with a B. That means they know what converts. So if you want to convert more customers one platform and launch pages fast, Unbounce is offering PT listeners a special offer. They are giving you the PT listeners 10% off when you enter a coupon code PT10OFF over at unbounce.com forward/pt so head on over to unbounds.com forward slash PT enter code PT10OFF and cash in today. Convert more customers of one platform launch pages fast. You shouldn't have to wait for your designers and your developers to build and test your landing pages. Get started with Unbounce today.
- [17:05]
Lauren E. Petrulo
But here I'm going to show you specifically the website Pixel and why this screen matters as like, here is your foundational place to start. And then at the end of this like multi part series is going to be like, okay, cool. This is how you'll be able to compete in a space where in a few years from now, other agencies that can't do this will be wiped off. Near relevant.
- [17:30]
Ralph Burns
Yeah. Let's see. Suckers. All right, so what are we looking at here over@perpetualtraffic.com YouTube, we're looking at data sources, we're looking at event activity.
- [17:39]
Lauren E. Petrulo
Exactly. I think anyone that is like, what is dataset? This is Pixel. They changed that name a year ago. But now in settings you'll see it's Dataset and Pixels. But when someone's like, hey, what is your pixel? So anyone that sees this, now you can see what my pixel is. That's what you add as your base code. So anyone that's ever installing a pixel on your website, you need to use the base code which is templated, and then you insert your specific data set ID and that which used to be.
- [18:06]
Ralph Burns
The Pixel id, but now it's called Data set id.
- [18:08]
Lauren E. Petrulo
Yeah, correct. And that data set ID that needs to be on every single page of your website, every single page of your website needs that base code so that then you can have a page view.
- [18:22]
Ralph Burns
Right. That's Pixel 101 by the way. But anyway, I'm glad you're reiterating the basics here because it all starts with the basics.
- [18:30]
Lauren E. Petrulo
Well, I say that because I've met people that are like, well, I don't put the pixel on like my blog pages or on my privacy policy pages. I'm like, you need your pixel on every page of your website. Now you can have standard events where if it's like, I'm going to see if I can open up the developers page. So just on this one it's developers.facebook.com docs meta-pixel reference. And then this gives you standard events. These are like a few extra lines of code that you can add to your pages. Right. So if you're installing the base code Pixel, you might be putting in the header or like, next level is you're using a Google Tag manager and putting inside of a container so that it's not like damaging your load Speed. Assuming that you have a whole bunch of other pixels on your website, that.
- [19:19]
Ralph Burns
Would be the preferred method, by the way. Just interjecting here just so you don't have page load issues.
- [19:25]
Lauren E. Petrulo
For sure.
- [19:25]
Ralph Burns
We'll leave links in the show notes for all these resources, by the way, just FYI, in case you're listening and you're not watching.
- [19:31]
Lauren E. Petrulo
Perfect. So in that you have your base pixel everywhere and then you ideally are putting those standard events on my screen. You can see event activity that goes over the data set. You can see that there's a website and it's showing you more than one website link. Dolegale.com is showing up there, but that's just because that's our high level white label version. So that's an approved allowed website that I have given credibility to sending pixel events for.
- [19:57]
Ralph Burns
Yep.
- [19:59]
Lauren E. Petrulo
And then. Okay, cool. Underneath what you can see is page view. You have schedule, you view content, contact, submit application, complete registration, lead, subscribe. All of these are standard events that we've put on specific pages. So you have your base pixel and then you add a few extra lines of code.
- [20:19]
Ralph Burns
So there's standard events. Sixteen of them. Seventeen. I forget now, off the top of.
- [20:25]
Lauren E. Petrulo
My head, a buttload.
- [20:27]
Ralph Burns
But anyway, the point is like you could actually amend those. You can append them and create custom events, which is a whole other thing. But the point is that these are the events that you're giving. Like, those are the standard events. Like purchase. Yeah, lead.
- [20:39]
Lauren E. Petrulo
I'm gonna read them off because we've done another episode on this. But it's like, add payment info, add to cart. Add wishlist, Complete registration Donate Donate Customize product Find location, Initiate checkout, Lead purchase schedule, search Start trial Submit applications, subscribe, View content. Those are the standard events. If any of those sound like, oh my gosh, we have applications on my website. Why are you not doing a submit application? Well, cool. Glad you're listening. Because these are like things that can enhance the data you're sending back into it. Because these are a hierarchy of destinations that the people browsing your website maybe end up on that gives you enhanced information back into meta ads for you to have enhanced optimization opportunities.
- [21:20]
Ralph Burns
Yeah, there's a, there's an indication of intent in each one of these to varying degrees based upon what your business is like.
- [21:27]
Lauren E. Petrulo
Start trial submitting application, donate. Anyone who's got a nonprofit in any capacity. If you don't have donate, like, why. But then there's like the next level, which I'm just going to share. Like it's object Properties which then you can enhance that JavaScript even further by adding in this type of information. So with the submit application or the complete registration piece, we have a status section so that we have inside Mongoose Media a status of open, started, enhanced, completed, so that you can have more signals back into both your algorithm and into your reporting that provides, like you said, contextual relevance on their indication or predictability of becoming a customer and a purchaser.
- [22:15]
Ralph Burns
Got it? Makes sense. Okay.
- [22:17]
Lauren E. Petrulo
All right, back over into the Events Manager. What we've got is like so this one, you can see that there's different icons that are next to the various pages. So lead, complete registration, contact, View content, all of these things. View content is the extra code that you want to put on your most important pages. If it's a page you want someone to look at, you have View content. This is your landing pages, These are your product pages. These are key pillar blog pages. Right. Your page view is on everything. Your view content are on the pages that matter.
- [22:56]
Ralph Burns
So there's a hierarchy there based upon importance.
- [22:59]
Lauren E. Petrulo
Absolutely, absolutely. And you can even see View content.
- [23:01]
Ralph Burns
Is typically is like View content is. I always sort of think of it as. That's the product page view content might be like your homepage, for example.
- [23:10]
Lauren E. Petrulo
Yeah, sure. Your contact Us page can have the contact one on it. Like. And View content like. There's. You're not limited to having only one. Now there can be an argument of like, is it competing standard events, all that jazz. Like, then you can go, that's where great has such a large spec. But those things are, you know, that's step three. Step one, you have your page view on everything installed on the website. And then step two is you're adding in standard events on key pages that are relevant to the standard event you've added to it.
- [23:45]
Ralph Burns
All you're really trying to do here is tell Meta what's important and what's not exactly on your site.
- [23:52]
Lauren E. Petrulo
Yeah.
- [23:54]
Ralph Burns
And then you, when you start running the ads, then you optimize for those events specifically and. Or you can get even more granular, which we'll talk about in more shows. But the point is like this at a base level is. I wouldn't say it's the first step, it really is the second step, like you said before. So placing the pixel is the first thing or placing the. Whatever it is, data set, data set id.
- [24:21]
Lauren E. Petrulo
And on this like, it's not just a. Like, if we think about this in a future aspect. Right. You can use it to optimize 4 in your ads. Especially if you're in like health and wellness, financial, political, you guys are very restricted of what you can do in terms of tracking for standard events and conversion events. But you can still have this data in there. And where Mark Zuckerberg's fine is if you just have that data there, the algorithms are smart enough to know that, hey, someone may have had 400 page views on your website, which if you don't have other standard events may think this is a high quality person. But you might have someone that's had four page views and they've gotten view content and they've gotten contact and they've hit standard events that show progression into their interest with you as a brand. You know exactly those matter. So if you don't signal that they're going to use page views counting and what if it's like a lawyer who's checking your privacy policy nonstop to see like a I got you kind of.
- [25:18]
Ralph Burns
Situation, which you have to be careful of. All right, so the next step of this is do you want to show EMQ scores or is that.
- [25:26]
Lauren E. Petrulo
Okay, good question. So the EMQ that Ralph is referring to is event match quality. So that's to the right or left like you can you see on the screen. I'm just toggling them between. But your vet match quality, this is what you only get. You can only have an EMQ if you have cappy install. You do not have server side data setting back in. You don't know. The fact of the matter is like if you're looking under integration, I've got multiple and I've got browser multiple. When you hover over, it means that you've got CAPI conversions, API and browser events. Browser events is equated to pixel data set only items on the website.
- [26:02]
Ralph Burns
Right?
- [26:03]
Lauren E. Petrulo
I am showing you an account that doesn't have CAPI properly installed. We have not set up our integration with State. We have not set up the containers correctly. We are purely just on like basic level one. We've got the pixel install on the website and we've got some standard events in place. We have been redoing so much of our website, so I know that we've neglected this, I own it. But I'm showing you how not to do this moving forward because now I'm going to be holding myself accountable to you all to show you how to go from this to what we actually want, which will be EMQ scores of at mesh qualities of 8 and above.
- [26:41]
Ralph Burns
All right, just explain to everyone difference between browser based tracking and CAPI integration. Just at a base level. You also have a graphic that I sent you earlier, which you could show if you would like.
- [26:56]
Lauren E. Petrulo
Yeah. So cappy you can see it's like data that's going from the server side using your APIs connected from whatever your algorithm is to go back into server side and then what? The event matches. You have the user who's clicking interacting with your ads, the activity that they're doing on the website. Right. You have your browser side information here, which is your pixel or data set. If they have cookies disabled, if they are on like incognito mode, all of your pixel browser data is obsolete.
- [27:32]
Ralph Burns
They've opted out of the ATT prompt. For example.
- [27:34]
Lauren E. Petrulo
Yeah.
- [27:35]
Ralph Burns
For iOS 14 originally, now 17. So all of that browser data which is blocked, those are users that are going to be blocked. CAPI is a solution for that using server side tagging, which we show here.
- [27:50]
Lauren E. Petrulo
Yeah. So where you have the stop sign is like you can't send that data back into the algorithms for optimization, but if you have Conversions APIs CAPI installed, then that API sends that data back in for stronger optimization.
- [28:05]
Ralph Burns
And then the event match quality or EMQ score is how well those events actually match each other from what's happening out in the real world in theory versus what's being captured by conversions API. And it's given a score 1 to.
- [28:19]
Lauren E. Petrulo
10, anything under 8 for your purchase. Conversions means your CAPI is not installed correctly. You need to have at least an 8 and above for your purchases and you should have a 7 and above for your add to carts. And what you want is a higher EMQ score that shows the browser data that you're getting that you're sending matches the server side. And if you don't have that match, you need to understand or reconcile with your ad performance strategies on that. Because what you want is that the data that you have matches with the customers. Right. So you should be able to be sending information like name, phone, email address. You can have enhanced information sent back so you have better matching of who this person's on your website and the likelihood of like connecting them to an actual user that then meta can retarget later. That stuff is mission critical. If you want to stop optimizing for mediocrity and going after the people that are taking the conversion decisions you want.
- [29:19]
Ralph Burns
Right. So the takeaway here is that is the way that you should be doing things. We're showing you how not to do it.
- [29:27]
Lauren E. Petrulo
Yeah, like just having browser.
- [29:28]
Ralph Burns
Don't do just browser browser based pixel tracking is you're going to get blocked or you're going to get a lot of data that you're going to be missing. Meta will try and make up for it with model data, however, and whether it's accurate or inaccurate, it's still modeled data. And that's what a lot of third party tracking solutions do. Which is faulty because you're really, you're not operating under the guise of an actual click, an actual user. And CAPI mitigates that to a certain degree. And I think there's lots of levels past that. There's, you know, you can take this to the sort of the nth degree, but at a base level you should have that. So this is an example of what not to do, which is great. I haven't convinced you to do it. Like, where's your EMQ score? I'm like, oh yeah, I forgot, she.
- [30:11]
Lauren E. Petrulo
Hasn'T installed CAPI installed properly. But then we'll, in the next episode I'll have CAPI installed. I'll show you what the data is, you'll see the event matched score and then I'm going to also show you in the details of how I can investigate different things. Oh, sorry. Before we go, I know like there's one thing I wanted to show which is if you noticed on my screen we have this diagnostic situation where it's because I have an error. So a lot of you, like, if nothing else, check to see if this is an active error. And what this says is review domain that's sending data. Right? It says you recently started sending data from these events. Anyone is just like, you have to have to do this because it's really easy. You guys saw my pixel. You can install it on a website that has like my exact opposite audience. This is a way that people trash company. But what I can do is I'm like, oh, whatever this Mr. Appspot.com is, this is not an approved website, so I'm ignoring it. You can review this solution and it'll open up into settings and show you what are the allowable domains. If you remember, I showed you that I had Link, Dolegal and Mongoose Media. So as our website's connected, I am not going to allow this Mr. App spot. So I'm just clicking and ignoring. I just want to share that because that's something Somebody who stole your pixel.
- [31:24]
Ralph Burns
Who you didn't approve. Yeah, correct.
- [31:26]
Lauren E. Petrulo
Or they mistyped it. Right. It's a data set. So sometimes like people type the wrong number.
- [31:32]
Ralph Burns
Oh, look at you giving people the benefit of the doubt. Well, oh, isn't that nice? Well, this is great. Well, this is a part one of a three part series. Okay. We're going to get the second one. So we're going to see some results here. At a base level, this is the most important thing that you should be doing as a marketer. I hate to say it, and you know, this isn't the most exciting episode in the world because we're talking data. I don't care. Because it is so important. Like, there is levels of complexity above this, but this is a base that you need to have. It's a base foundation, bedrock. How many stupid analogies can I think of? The point is, like, do this. Don't do what Lauren's doing. Do it the right way and we'll show you Step two.
- [32:18]
Lauren E. Petrulo
We're doing it for our client. I'm just treating myself like a client for the first time.
- [32:23]
Ralph Burns
Just flogging yourself publicly in Perpetual Traffic. So. All right, well, anyway, all this, all the links that we mentioned here, if you don't know any of this sort of stuff, is over@perpetual traffic.com make sure that you do click on those links. And wherever you listen to podcasts, please leave us. A rating and a review gets this podcast out to more marketers like yourself. Learn, people, learn. Teach people, Kevin. Teach people the right way to do all this. And also lift up the skirt here to get open the kimono.
- [32:55]
Lauren E. Petrulo
Oh, my God, you're going to make the episode called like Lauren got topless with her Meta Ads Manager.
- [33:00]
Ralph Burns
Yes, she did. Anyway, well, on behalf of my amazing co host, Lauren E. Petrulo, who has.
- [33:06]
Lauren E. Petrulo
A top on this entire recording in case anyone was listening and had any misunderstandings, which we know you.
- [33:13]
Ralph Burns
I wasn't being the one to say it, but anyway, till next show, see ya.
- [33:21]
Lauren E. Petrulo
You've been listening to Perpetual Traffic.