Podcast

Corey Canestrare on Why GPA Doesn't Matter & How Attribution Works

September 12, 2022

57:33

Hosted By

Rabah Rahil
CMO at Triple Whale

Guests

Corey Canestrare
Pixel & Product at Triple Whale

Episode Description

In this episode, we are joined by our in-house Attribution Expert & Philly Phenom Corey Canestrare. He goes into how tinkering is be a viable pathway to knowledge and skill acquisition. The journey he went on to acquire the technical and networking acumen he has today. Finally, he closes out with an ELI5 explanation of attribution.

Notes & Links

Follow Corey at https://twitter.com/coreycanestrare

Signup for Triple Whale at trytriplewhale.com

Follow TW on Twitter @trytriplewhale

Transcription

Rabah Rahil (00:07):

All right. 3, 2, 1 episode, 14 folks. Can you believe it? We have our own in-house pixel polymath, our attribution, all star Corey canray. Did I hit it? Did I hit it? All right.

Corey Canestrare (00:23):

That's canray that's close. It's can rare, rare.

Rabah Rahil (00:28):

Ah, damnit can stray. Damn, I shouldn't

Corey Canestrare (00:29):

Know. I'll take that one. Okay. Way. I've experienced way worse than that. <laugh>

Rabah Rahil (00:34):

We'll give us an eight outta 10. Okay. I'll take it. I'll take it. He he's on the team. He can gimme some sauce. Um, alright, Corey, first off, thank you for joining us. Um, as you can see, I'm back in our Austin HQ and Corey, where does this podcast find you?

Corey Canestrare (00:47):

Uh, I'm actually right outside of Philadelphia right now in a town called Ben Salem.

Rabah Rahil (00:51):

Oh, cool. That's awesome. How long have you been in Philly or how long have you been in Pennsylvania? I guess.

Corey Canestrare (00:56):

Well, PA uh, essentially I've been here my whole life. I took a little hiatus for about four or five years into North Carolina into Charlotte. Loved it there. Oh, it's beautiful. Yeah,

Rabah Rahil (01:07):

Dad's out there.

Corey Canestrare (01:09):

Yep. It's a really pretty, oh yeah. Yeah. I've seen, yeah, I've seen, seen in your tweet, your location. I was like, hold on. What's the guy doing in my Stu and grounds. <laugh>

Rabah Rahil (01:15):

Pops is out in mint hill.

Corey Canestrare (01:17):

Nice. Yeah. Yeah. It's a beautiful area. Um, a lot of growth, lot development. Um, they got like some financial sectors out there. Not too sports, too much of a tech scene. Yeah. They, they got some stuff going for them. So yeah. North Carolina.

Rabah Rahil (01:30):

Yeah, I was, I was impressed with that. The Charlotte, so Charlotte, and then back to, uh, the suburbs Philly.

Corey Canestrare (01:36):

So back to suburbs a Philly. Yeah.

Rabah Rahil (01:38):

I love it.

Corey Canestrare (01:39):

I actually have a place in Philadelphia too, so I bounced back and forth. Um,

Rabah Rahil (01:42):

Oh, look at you with the fan. Oh, big dog in, love it. I also keep a place in Philly as well. Look at this guy. I love him. Yeah. Um, so

Corey Canestrare (01:52):

The back cave,

Rabah Rahil (01:53):

The exactly. So how did you get into tech? Give us give kind of our listeners a little. Um, and so I guess I should coloring the lines first to give people where you're at now. So Corey's basically leading all of our, uh, pixel development working with, um, all of our dev team, very tightly, um, and making everything perfect. Um, and so it's, it's a pretty senior role. So putting that out there, can you kind of give people a little bit of, uh, color into how, how you've made it into this role and kind of stuff like that?

Corey Canestrare (02:21):

Yeah. Yeah. So full circle. Um, honestly as most things in life, once we, once we take a step back to look at it, a lot of full circle moments, um, I wanna say 2005, uh, Youngme has a E machine computer, big tower, um, downloading stuff, breaking stuff. Viruses is my mother's computer. The computer doesn't work what'd you do? What did you do? And so I was like, oops, gotta figure out how to fix it. And so started learning how to like, do like simple stuff, like virus removal, program, installation, program, unins installation. It was like, right. Like you get a new computer, it comes with all this blot wear. It's like, oh, how do I tune this up? Right. And so deep that's kinda where I was hard drives. Yeah, man. Oh, wow. Deep hard drives. Wow.

Rabah Rahil (03:08):

Kids dunno, Corey. The kids dunno. <laugh> the visualization,

Corey Canestrare (03:13):

So perfect. Wow. Wow. Wow. Wow. Hello? You've got mail

Rabah Rahil (03:17):

<laugh> yeah. Oh man. The 56 K when it grabs you're like, yeah.

Corey Canestrare (03:21):

Yeah. So, so that was the error, right? Breaking computers, getting viruses. And, and then I got into school. I was a basketball player. Um, pretty good basketball player. Um, and I knew how to like circumvent the proxies at school. It's like, how do we get back on YouTube? How do we get back on my space? <laugh> and you were trying to get back on my space. How do we get to addicted games.com? And I've realized that if you want to, like, if you pinged there's this terminal, there's this command line and there's this thing called ping, which actually just goes out and tries to connect to the domain. So I would type in YouTube ping youtube.com and then it would return in the terminal, in the command line, the IP address of the website. And so if you use the IP address rather than youtube.com, so if you put in the telephone number of youtube.com, it would load right up.

Corey Canestrare (04:08):

And so this is like, I'm like, oh, like I'm like, oh, hacking like, oh, I'm like, and so that's where like my interests, you know, it was like, I didn't have any natural, like tech, like desire or anything. It was just like, I was having these experiences in life where it's just like, oh wow, that was cool. Um, and that, that just kept the curiosity going. And I love that, you know, I think 2009, there's this site called wics.com that comes out. Yeah, yeah, yeah. And you could build like flash websites and so like, yeah, you, you could like have animation everywhere. Like I had stars flying everywhere. I had, um, the pure imagination song from Willy Wonka is one of my favorite movies. And you know, so when you came on my website, it was like, uh, simply look around <laugh> if you want to see paradise <laugh> this was like all this music playing there's stars flying everywhere.

Corey Canestrare (04:53):

Just complete barf on page. Oh yes. Like no UX, no UI whatsoever. Um, I was like, I'll, I'll take your trash out. I'll mow your lawn. Um, I'll do virus. I'll set up like some, uh, routers for you. Yeah. Um, and, and this is a time where I started to get serious. I'm like, wow, you can make money. Like you can make money doing some of these technical tasks for people. And that's where the entrepreneurial brain started really. You know, that engine really started going. I'm like, oh, wow. So if I like build this website for you, you'll give me 300 bucks, 500 bucks. Um, and so that was like throwing high school. I was doing that right. I was, I was making a couple hundred bucks here and there. I would, um, I would like hack people's wifi password <laugh> so I had friends like who graduated,

Rabah Rahil (05:35):

Allegedly, allegedly, just cause yeah. Yeah. <laugh>

Corey Canestrare (05:42):

I had this idea that I, that I could have done

Rabah Rahil (05:45):

A friend

Corey Canestrare (05:46):

<laugh> yeah. A friend. Um, they were, they went to temple university and everyone had wifi down there. Yeah. In right. So it was like wifi, wifi. We all have wifi. There's like 18 different wifis. It's like, why don't I just connect to yours?

Rabah Rahil (05:59):

<laugh> that's like the precursor to mesh networks in reality. <laugh>

Corey Canestrare (06:03):

Yeah, man. And we're, we're heading that way anyway. Like act actually, um, Google, uh, excuse me, Comcast, which is the big provider in the north Northeast. Um, huge provider actually got a lawsuit for this, essentially. When you got your router from Xfinity, Comcast, Xfinity was their, their product line. Uh, you got your router, your internal, uh, internet would have one wifi name. S S I D but also any Comcast customers that were in the area would also see one called Xfinity.

Rabah Rahil (06:32):

I

Corey Canestrare (06:33):

Remember this. And if they, and they could connect to this wifi, what they username and password. So essentially strangers or neighbors could be using your router to, because they were paying Xfinity customers. Yep. Essentially this was set by default on your router when you got it. And people did not like this. It's like, oh, you're using our, you're using our energy. Right. So like our power bill and, and essentially, um, nothing bad ended up happening other than they needed to stop shipping them by default that way. Yeah. Um, they weren't able to quantify like any damages done to, to people.

Rabah Rahil (07:08):

What would be interesting there would be, um, if they offered a lower price point, if you opted into that, that would make me interesting to then you can kind of like people that didn't mind it that wanted to get a little juice on it, but yeah, that's pretty sketchy also too. I guess you said nothing happened, but there's just something inherently weird about letting somebody in my network, even though it's like, you know, it's like not network, but it it's like you, you know what, I mean's just like,

Corey Canestrare (07:35):

You're on my device. Yeah. Right.

Rabah Rahil (07:37):

Access, like, there's this, there's something there that just makes me a little, a little hesitant, but that's amazing. The,

Corey Canestrare (07:43):

But at that moment, that time is when I knew, I was like, okay. You know, I made a couple dollars here, made a little money, but once I started playing around with the network arch architecture, like, like how devices communicate, I was like, wow. I actually like want, I want to do this. And so, um, <laugh> I had a really bad GPA in, in high school.

Rabah Rahil (08:02):

Uh, yeah. Yeah.

Corey Canestrare (08:04):

At 1.1 GPA. So I like literally barely graduated.

Rabah Rahil (08:07):

Yeah. Yeah. <laugh>

Corey Canestrare (08:09):

But my best class in school was physics. And so it just show like, like, um, school didn't challenge me. Sure. And that, and that's, you know, a lot of students are experience and that kind of thing where they're not challenged. And so they're busy talking or being a class clown or trying to figure out a way to express themselves. And, um, I was definitely one of those kids, but after I graduated, I had the opportunity to fill out, um, some scholarship opportunities, academic like tests, or it wasn't based on the merit of which you had, it was based on the merit of which you could prove today. So, uh, like I, like, it was a test and I scored really high on the test and then it was an interview. And so they ended up giving me a full academic scholarship to go to, um, a technical school.

Corey Canestrare (08:48):

Um, well, I actually forget the name of the, the school ch I was the acronym. Uh, it's a technical based school. It's, uh, was owned by Kaplan. Univer Kaplan is a big education company and they gave me a full scholarship for network engineering. So that's where I got to learn all of the networking server routers, IP, the network layer of what's happening, uh, all this stuff. So I was, I was like deep into like servers and extremely, extremely technical, um, for like from 20, well, from 2009 to like 2013. Oh, wow. I was like a computer nerd, like building computers, motherboards CPU, like everything from scratch. <laugh> it was like, if you bought a pre-built computer, you were a

Rabah Rahil (09:29):

Loser. Yeah. Can you run UX on that? Get outta here.

Corey Canestrare (09:32):

Yeah, exactly. Like I had Lenux on my PS three. Exactly. Like I'm like for what I had, uh, Android on my iPhone.

Rabah Rahil (09:40):

Yep. Oh my gosh. I used to be into the, uh, jail breaking world as well when I was younger. And the, uh, that's so funny

Corey Canestrare (09:48):

Jail breaking,

Rabah Rahil (09:49):

Man. Yeah. O GE stuff. That's incredible. So you have all these network chops now, now what,

Corey Canestrare (09:55):

So now it's like, okay, I'm making a little bit of money doing this. Um, but it wasn't that fun to me, honestly, it was like, I like, I'm an impact person. Like I wanna have impact. And there's just not so much impact you can do in people's lives, like in a closet. Yep. Like in the basement closet, working with some guy who's been here for 40 years, who's not about to change anything about the infrastructure. So it was, it was, although it was very power empowering learning it. I felt that kind of powerless with what I learned. Yep. And, um, and so I still knew how to do the website thing. Right. Like, uh, that was still something I was still playing around with. And so I was like, you know what, let me just like focus on building websites. And, um, didn't learn about email marketing.

Corey Canestrare (10:37):

It just gradually started to learn the performant marketing suite of tools. And, um, I did that for a few years. Um, like I, and I never had a job, like, you know, um, in high school I had a job working for best buy mobile, but outside of high school, like I never had, uh, a job. I was just making money whenever I needed money, you know, privileged enough to where I had a roof over my head. Yep. Um, you know, definitely my mom comes from a very hard working background, um, from the center city, like hard, hard, you know, like my, my house that I grew up in is a corner store now. Sure rights. Just like in the hood. And essentially, um, she's worked their way all the way up to, to high six-figure earnings. And, um, but I was privileged enough to where I didn't have to be com worried about the bills being cut off or anything.

Corey Canestrare (11:25):

So I took full advantage of that was like, why am I making money? Why am I gonna just learn? And so I started building websites for people and that's when I had the broad idea. I was like, okay, if these people want websites to make money, they don't like, they don't just want a website at first. They were like, oh, this website's amazing. They refresh it a thousand times like, oh, look at this little loading animation. So beautiful. So beautiful. But yet they're not hitting their goals. And then I learned about Facebook ads and oh boy did life change quickly and fast. <laugh> like, if when you, when you figure out how to press the, the, the print money button on Facebook life can get very interesting. And I figured that out, um, at, with a little bit of luck, I guess in timing, um, you know, a lot of people weren't running traffic yet, and they had this mystifying ideas about traffic and ads.

Corey Canestrare (12:16):

Yeah. And so I was able to get into that and I just started consulting and freelancing around driving traffic and helping people in their funnels. Right. It's like, I, or now I know how to ma I knew how to optimize a funnel. I knew how to optimize the email sequence, the SMS sequence. I knew how to get conversion rates. You know, I, I, I knew it wasn't the, the most genius at all of that, but I knew all of it. And with the advent of adding in traffic, it was, it was like, I can be a consultant for, for your entire E e-com flow. And I actually started, I started in like the more challenging space and maybe that's, you know, like services. Yeah. Like home services, like electric, um, electricians, plumbers, pest control, you know, like some of these things like inbound traffic, you know, from Google and some of those things are like 50 bucks, a click, 30 bucks a click. Yeah. So you gotta be dialed in, you know, like it's not like 10 bucks CPMs or $30 CPMs. <laugh>,

Rabah Rahil (13:14):

That's so fascinating.

Corey Canestrare (13:17):

And, and then, and then, right, so it's like, I'm paying more for, for these clicks. Yep. And there's more pressure on me. So I need to really understand, like, when then we get this click, what did that user do? Like, that's where the attribution need came. It's like, I really need to know the journey of these people we're paying for cuz there's such a, a premium that I'm paying for it. Right. And then you fast, you know, like I already knew that kind of, I wasn't like deep into that, but I, I kind of knew, like I was very interested in the customer journey. Like I was using the conversion pass report and cool analytics. Yeah. Yep. Um, I was using like session recording tools, like hot jar. Sure, sure. Um, full story, you know, you, you, you, you name it to see what people were doing.

Corey Canestrare (13:58):

I was really interested in like, what are people doing? And that's when I started learning about attribution, you know, single touch attribution, multitouch attribution, data driven attribution. And it was just more of like an interest to me. Um, and then my Facebook rep, uh, like we're, we're kind of moving fast now, like that, that whole Facebook traffic, uh, realization was like 2016, uh, to 20 19, 20 20 is when I'm. So we're getting close now, you know, going through all that. Yeah. So now we're now we're 2020. Um, got my full hat, my full knowledge on, of, of the entire marketing ecosystem and profit bottom line profit. Now it's like, okay, I know this attribution game is about to take a big hit because of privacy. My rep had told me, um, ATT was coming down app tracking transparency and am was gonna be happening. And so I was like, Ooh, um, okay. I see two opportunities. One, if I'm getting, getting paid based on commission, like I was getting paid on backend revenue that I was creating. Right. It's like, I'm gonna be loo you know, that my commission gonna be messed up. Right.

Rabah Rahil (15:00):

It's

Corey Canestrare (15:00):

Exactly. They're talking about a 28 day window to a seven day window. That that could be 20, 30% of my commission right there. It's like, whoa, my gosh, no, no, no. And then not only am my commission, I, I, I'm losing data. I'm losing insights as to what's working. And so now not only am I losing the commission, I also can't make as much money because I'm losing data. And so I just, I knew that this was gonna be a big problem for not only my, myself for others. So I was like, well, I can double down. And I can, if I solve this, I get paid more for my customers and maybe I can sell something yeah. To those in need little

Rabah Rahil (15:33):

Sauce for myself.

Corey Canestrare (15:35):

And so, you know, it was a big challenge of building the pixel. I I've built. This is, uh, essentially I've built one pixel myself so far with one of my, one of my friends, the developer. Um, and then I reversed after that. It was so challenging. It was so difficult. There's so many things to consider. Um, and we can kind of talk about that. Uh, once we get into like more of those questions around the pixel, um, I met AJ for triple L. I just seen everything triple L was doing. I was like, wow, this is like amazing. You, if only you guys had all like all the insights of like the, the purchase journey, the product journey, the AOVs, you know, like all this stuff, net profit, Mer, like all this stuff was so juicy. What if you had the raw data set to formulate those metrics?

Rabah Rahil (16:19):

Yep.

Corey Canestrare (16:20):

And I'd just seen triple well was like way ahead of the rest of the industry with insights in visualizations to where if I could persuade triple well to invest in a pixel, this would be awesome. Well, little, little did. I know it was already in the works and in the bubble, like the idea was already happening. And so it was just like perfect timing. Like it was like I seen triple L was, was having a bunch of conversation I had just got on Twitter. Um, cause I was really big into Facebook groups. Yeah. Yeah. I, I was just drained out, man. I was like in every Facebook media buyer group and I says, man, it's just like, it's just a leeching environment in there. It

Rabah Rahil (16:55):

Is not, no one. It's not ideal

Corey Canestrare (16:57):

<laugh> and then Twitter was just like, take, take have more, oh, you're not done with what I gave you yesterday. Well, I don't care. Here's more value. I'm just gonna keep shoving value down your face where I was like, wow, Twitter's so good. So good. Oh man. Um, and, and triple well was one of those that I seen where it's like, wow, they just keep coming with heat. It's like, and AJ was down to do the pixel. And so that's, that's how I got into, you know, my learning, my experience with technology was like shaping me and preparing me for triple well to, for this moment.

Rabah Rahil (17:32):

Yeah. I,

Corey Canestrare (17:33):

It's been very interesting so far.

Rabah Rahil (17:35):

I love that. There's, uh, actually one of my favorite quotes, uh, by Winston Churchill, but pretty much the long and the short of it is like, there's certain opportunities in your life that are so uniquely suited for you. That what a shame it would be that you meet that opportunity, um, ill prepared or, you know, just passing it by. And so, um, yeah. I love that. Yeah. The other thing that you can see in there, cuz I have a, a similar one. I had the same epiphany of building versus marketing where, um, I, I went down other nerdy path, not networking, but um, yeah, you can ask people for a lot more money when you're making them money, versus when you build them a cash register where it's like the cash register is beautiful. That's amazing. Why is it working? Oh my goodness. No, it is working.

Rabah Rahil (18:16):

There's just nobody buying anything. <laugh> and so you just, and so you can, uh, yeah, get more there. But the other thing is, um, you've just never lost that tinker kind of hacker ethic, right? Like who care? Like, because I, I subscribe to that as well. Like I have very, not that I don't care, but like I really don't value pedigree that much. I'd rather I value like what you can do and what you've done. And what are the like platforms you've worked with? What have you built and how do you think about solving problems? Um, versus like I'm an Ivy, you know, I mean, granted you like have an MIT engineering degree or something. Yes. It's incredibly valuable, but there's just a certain aspect for me of, um, I think sometimes pedigree can paper over, um, a lot of actual deficiencies where, um, for example, like a lot of the Ivy leagues are actually legacy schools, right? So it's like these people actually aren't even like top tier intellectuals. They're they're they're anyways, I'm kind of digressing, but the too long didn't read is I love the, the, the fact that like you're tinkering and the, the, the only thing that is really like none of your meta skills have changed. Um, you're just becoming higher levels. So the foundation that you have is taller and so you can stand on it and start to tinker with higher level stuff. If that makes any sense at all. Yeah,

Corey Canestrare (19:32):

Yeah, yeah. A hundred percent. I'm at, for me, it's the bottom line impact. It's like, how am I impacting my friends? How am I impacting my family? How am I impacting my peers? And if the things that I've learned and accumulated don't do one of those to some, uh, efficiency at some level, I need to rethink what I'm doing. And that's awesome to be, to be able to drive value for, you know, hundreds and hundreds of brands. Um, it's a pretty big deal.

Rabah Rahil (20:00):

Fires you up. I love it. Fires

Corey Canestrare (20:02):

Me up, man. I got a reason to wake up every morning

Rabah Rahil (20:04):

And pump in the night oil. That's it? That's it. Uh, what is one weird talent you have?

Corey Canestrare (20:14):

Oof. One weird talent. I think a lot of the talents I have are weird.

Rabah Rahil (20:19):

Um, okay. Pick one.

Corey Canestrare (20:21):

Um, one weird talent. I have, I can, I can understand languages I've never seen before or heard before.

Rabah Rahil (20:32):

Yeah. You like a walking star Trek recorder.

Corey Canestrare (20:34):

<laugh> not fully like coherently. Understand everything. Yeah. But I get the gist. Maybe a lot of people can do this, but

Rabah Rahil (20:40):

You

Corey Canestrare (20:40):

Can do that. Something that I I've done. Well,

Rabah Rahil (20:43):

13th warrior style, Antonio Bendera. Um, that's amazing, dude. So let's wrap up this main segment real quick. And what's one piece of advice you would give to somebody. Um, that was kind of in that frustrated genius category of people forget like school dude was literally built around basically cultivating the masses for industrialized labor. That's not like a conspiracy theory. Its not like that weird, like being able to sit there and not talk was like the point of it. Um, so how would you give people advice to kind of start to build skill up or any resources or frameworks, anything you would suggest

Corey Canestrare (21:23):

The biggest, the biggest thing you can do as like a creative genius, um, where you feel like you, you know, you're bottled up I guess is just go out there and do it for you. Um, like find somebody you can do what you know you can do for is like, um, it's like, don't wait for someone to ask you to do it. Don't wait for the opportunity to appear. It's like if, if you got value and you know that you have a genius in you, uh, just start giving it to people, you know, like there's times that I just built websites for people. I didn't know how to sell them the website. I didn't know how to get the contract and all that stuff. I didn't know how to, you know, do all that. And um, right. It's gonna take time for you to learn those other pieces of the puzzle to, to, depending on what your goal is, right? Like if you're trying to create revenue, if you're just trying to feed back the feedback loop of life and, and you're just looking for karma either, either or go out there and do real work for real people, you know, I love it. Don't always be stuck in the theory and idea of what could be,

Rabah Rahil (22:22):

Dude. I love it brother from another mother here, dude. Like I couldn't endorse that anymore. I'm getting a tattooed. All right, Corey, you made it through the main segment. Let's jump into the value. Add this is why people bought the ticket. They wanna know what's going on with the pixel. So first I think we should set the stage of what's happening kind of with Facebook attribution now and like, will it ever be fixed? You had mentioned some fancy terms of AEM cap. Y ya, yada, can you kind of maybe scale up a little bit to give people some, some, uh, I guess introspection on that without necessarily having the, the acumen that you do?

Corey Canestrare (22:56):

Yeah. So, uh, highest level, long story short, there's been all these cameras, um, on these websites, right? Camera from Facebook camera, from Google camera, from Google analytics camera from Pinterest, right? You have all these cameras on the website watching every move that is happening. Now, most website visitors are not aware of this. They they're like I came to, um, you know, cnn.com just to read the news today or fox.com or wherever, you know, I won't open that can of worms, wherever, whatever site you're

Rabah Rahil (23:29):

Going to. Immediate tech crunch tech crunch.

Corey Canestrare (23:31):

Yeah, exactly. So you're gonna text crunch.com and you think your relationship is just one to one, but really there's maybe on tech crunch.com, just maybe 80 different camera systems watching what you're doing. And so essentially apple, uh, and this how the internet has always been no, no harm, no foul, essentially, no one, no one had any issues. Um, and then apple decides, uh, for our customer's sake, Apple's so concerned about us, right? They really wanted for that, that we're protected as we've browse the internet or for some other reasons they may be doing this. But what they say is that they're protecting our privacy. And what that means is that we need to ch change, um, how these cameras can work. These cameras can't just record you forever. Um, these cameras can only record you, uh, up to seven days and then they need to delete the footage that they've recorded.

Corey Canestrare (24:23):

Essentially. I'm, I'm oversimplifying this sure. Drastically, but, but the idea is right there, right. Is like, yeah, you can, you can record this person, um, up to seven days and then after that you need to delete it. Okay. Yep. So this is kind of what's happening and, and, and as seven days of an activity, so you, as long as they come back tomorrow, you can do seven days from then. If they come back four days from now, you can do seven days from then if they come back on the seventh day, well, you can do seven days so you can keep prolonging that. Okay. Yep. And so that was a big, big change that happened. Um, and there were some changes that happened before that like third party cookies, essentially TL didn't TL, TL, didn't read, <laugh> mix it up. Mix. It is that cameras used to be able to watch you the whole way for as long as they wanted and now they can't.

Rabah Rahil (25:11):

Yep. And so are we doing opt in though? Where does the opt-in optout come in.

Corey Canestrare (25:16):

Okay. So, okay. So first things first website to camera symp. Yeah. Yeah. First things first was just camera, just camera systems on websites, right? Like yep. That is at attack track and

Rabah Rahil (25:25):

All that.

Corey Canestrare (25:26):

Yep. Okay. Okay. Now let's go. Let's get a little bit more focused into Facebook. Okay. Well Facebook was one of the camera systems. Okay. Well Facebook is also an application in the apple app store. Okay. So yep. Some billion amount of users have the Facebook app installed on devices, maybe 700,000 of those or 700 million of those are on apple devices

Rabah Rahil (25:49):

Messenger as well, WhatsApp as well. All the same company people.

Corey Canestrare (25:53):

Yeah. So they, yeah. They're they got you, they got your name Instagram. So essentially

Rabah Rahil (25:59):

Losing all those apps would be absolutely the small digression cuz I know you're gonna get to it, but it's arguable that the Facebook mobile feed is more valuable. The, uh, inventory on that is way more valuable in the mobile app than it is on the desktop. Yeah. Anyways, exactly. Sorry. I'm in the weeds here. So Facebook cameras continue. This is a great analogy. I

Corey Canestrare (26:19):

Like, no, these are some, these are four huge cameras. These are four huge. The ones you just listed are huge. That's a huge amount of data that feeds their machine learning and they're AI. So that way we can target as advertisers and media buyers, we can target people who are likely to want what we have. And so, um, so Facebook has these apps, right? And apple comes out and says, listen, we're gonna create a prompt that when someone opens your app, it's gonna ask them, do they want you to track them across the internet? Because what Facebook can do is that you're using the Facebook app and then you could be using the Google Chrome app or the safari app or the Mozilla Firefox app. And as long as, um, Facebook's on that device and they have permission, they can see the other behaviors and activities that are happening, which is valuable information. Now, if I get this prompt called app tracking, transparency, prompt, ATT app tracking transparency, uh, this will happen on iOS 14.5 plus devices or Mac OS, uh, I don't know the Mac OS, but it also affects the Mac OS as well. Okay. Um, when I open an app on that version of software, it will ask me, do I wanna be tracked? I wanna click no. Cause who, I mean, right. There's a small percent of people who are clicking S reports have that around 90%

Rabah Rahil (27:33):

Shout out media buyers.

Corey Canestrare (27:35):

Yeah. Ryan dye is from digital marketer, uh, has released he's he's must, he's got some inside data and reports have it that about 90% of people are opting out, uh, with that message. So what does this mean? Okay. This means that Facebook can see what the person is doing inside of their app. Correct? But if they leave side of this app, Facebook may still see what they're doing, but Facebook cannot attribute what they're doing. So Facebook may still see what's happening, but they can no longer say that, oh, this click of this ad that ended up in this $132 purchase was from this click. And so now we don't see this conversion potentially on our report immediately anymore. Okay. Which is now this purchase is going to am. So what's am essentially people have opted out. So Facebook now needs a way to deal with opted out people.

Corey Canestrare (28:29):

Yep. So cuz the pixel's still seeing all their events, the Facebook pixel is still watching everything that it can watch if ad blockers not there, right? Like ad blocker, blocks, pixel, whatever else may be blocking the pixel. But if the pixel loads ISS going to see this event from John who opted out, got it. So Facebook's sending this data back to am aggregated event measurement to got it, wash out the identifiable things. Ah, got it. And so maybe we'll see that event, some period within the 72 within the next 72 hours populate on our report. Got it. Maybe we do. Maybe we don't we kind of right now we're now we're dealing with ambiguous reporting. Like, is this event real? Did this event happen today?

Rabah Rahil (29:10):

Right? Is it a data dump kind of thing?

Corey Canestrare (29:12):

Is it a data dump? Is this a delayed? And, and, and you know, this is what we've been seeing for the last five, six months is just, people don't know what to make of it. Right. Is this like what's happening? Is this real events that we're just delayed? Are these modeled events even happen today?

Rabah Rahil (29:28):

I, the old joke was that if you wanted the ad to do well, you'd turn it off. Cuz the next two or three hours, like you'd refresh it the next day. And it's the top performing fucking ad. You're like what?

Corey Canestrare (29:40):

Zero spend zero spend like bro, as for the roof conversion value through the roof,

Rabah Rahil (29:45):

It's just like what's going on, man. Okay. So let me, let me, uh, kind of pull some things back together. Okay. So Facebook has a camera still possibly can still track you, but legally is bound not to, or not legal quote,

Corey Canestrare (29:58):

Not

Rabah Rahil (29:58):

Legally bound, but it's incentivized to not lose its place on the app store with its Facebook proper with its Instagram, with its WhatsApp, with its messenger app. Like, I mean, those are

Corey Canestrare (30:10):

Huge. Let's just tell you this properties. If apps will

Rabah Rahil (30:12):

Found massive

Corey Canestrare (30:12):

Properties that Facebook or Instagram were WhatsApp or any of their, their, their own properties are still attributing this data, uh, outside of their PO Apple's policy, apple will gladly <laugh>. They will gladly remove 30% of Facebook's revenue. Like it's all covered

Rabah Rahil (30:29):

In need, right?

Corey Canestrare (30:31):

Just get outta here. Facebook will lose 30 to 40% of its revenue. Apple will suck it all up into their own advertising network.

Rabah Rahil (30:39):

Okay. Interesting. So now,

Corey Canestrare (30:40):

So Facebook's walking a tight line.

Rabah Rahil (30:42):

The AEM is to essentially take that data and uh, for lack of a better term, like launder that money or launder that data into an anonymized format. So it can't be traced back to anybody. Um, and then that data is then dumped into Facebook and or model depending on the attribution window you choose. Um,

Corey Canestrare (31:04):

And then you potentially lost the other events, right? Cause you only get one of the eight events. So

Rabah Rahil (31:08):

That's a really great point. So can you elaborate a little bit there?

Corey Canestrare (31:13):

Yeah. So with aggregated event measurement, essentially what they're saying is that we still can see the events that this opted out user is doing, but we're not gonna report all of them to you. Even if we anonymize them, we're only gonna give you one, which is the highest priority. And so you've lost some of your full funnel insights. Right? Right. It's like to add the carts, the, the initiate checkouts. Like if you look at those audiences, those seat audiences and your, your custom audiences, and this is why lookalikes have not been performing as well as they always have is cuz the seed audiences have less events. They have less data

Rabah Rahil (31:52):

In them, less signal.

Corey Canestrare (31:54):

Um, and so the lookalike is less useful. And so it's just yeah. Aggregate event measurement was, I'm glad we at least have it. Right.

Rabah Rahil (32:04):

Because you know, it's a triage, right.

Corey Canestrare (32:06):

At least we're getting, at least we're getting something. Um, but yeah, we lost, I think the last estimation is about like 80% of events are now lost due to the reporting of only one event.

Rabah Rahil (32:19):

Wow. That's brutal.

Corey Canestrare (32:20):

So people are doing full funnel analysis. How do you do that anymore?

Rabah Rahil (32:25):

And for me too, uh, when I was running my agency, I was finding that it was a lot more challenging with the lower spend clients just because, um, like if you're just thinking of percentages, when you convert those percentages to absolutes, like if you only have 50 events a week, then you're doing okay and then you're gonna lose, you know, 20, 30% of those events. It's like, that is just a whole different ballgame. Versus if you have a thousand events a week, like you lose 30% of those, you're still fine. You're still giving plenty of signal to Facebook to, to perform. Whereas those kind of lower spend budgets were really challenged because it wasn't that, like you said, the money machine that you could just press the button on anymore, even at, you know, a hundred, $200 a day, um, because you just couldn't compete. Yeah. It's so fascinating. Okay.

Corey Canestrare (33:11):

Then, and then you may be competing and may not even know <laugh> it's like maybe the cash register has, you know, and this is why Mer, and this is why some of these other stats are extremely, extremely crucial, like new custom new customer CBA, right? Like yep.

Rabah Rahil (33:25):

Absolutely.

Corey Canestrare (33:26):

Some of these metrics are just mandatory now cuz we've lost some of that insight.

Rabah Rahil (33:30):

I love that Mer is uh, marketing efficiency ratio for, for all the folks out there that aren't hip to the game yet. Um, okay. So now we know the problem at Facebook is sort of semi solved to the best of its ability now. Um, and then INL slides triple whale plus pixel into the DMS and all is, well, can you kind of under give us kind of how triple pixel works at the highest level. Um, and then what kind of data we're starting to surface. And the other thing too, that I think is so beautiful about your camera analogy is people have to understand all these cameras were absolutely disconnected. So these are all their own little systems and triple pick triple plus pixel is actually all connected. And so this is kind of one of the other really interesting things because, um, as you all know, like over attribution, a real thing where if I go and buy something and I touched Clavio and I touched, uh, Facebook and I touched Google all within the attribution windows and I clicked on that or interacted with that ad all of those channels rightfully so are gonna claim that credit.

Rabah Rahil (34:34):

And so now you have three conversions for one to Shopify. And so that's kind of something that was actually really fascinating for me with the triple pixel. Yeah. Um, furthermore, we have insight into the business, um, where nobody else does. And so being able to calculate a gross profit at that ad asset and campaign level is bananas to me. But anyway, yeah. Okay. There we go. I teeted up for you.

Corey Canestrare (34:58):

Yeah. Amazing. <laugh> so, um, the highest level of the pixel before getting into like all the fanciness of all the value and insights, it can bring, I think the most fundamental and core statement that can be made about the triple pixel is that I'm I'm gonna read this cuz I just want to just say it exactly how I wrote it in short, the triple pixel restores the loss data and improves the insights we had on that data. Okay. So it's like we were at a certain point with getting real time data, underlay data UN modeled data mm-hmm <affirmative> um, all of our events, the window of our desire up to a 28 day window, um, being able to remove view data and, and segment to see how much of this, uh, value is coming from clicks versus views. Uh, essentially triple pixel restores what the Facebook pixel was prior to January 19th and then yep.

Corey Canestrare (35:56):

You know, the, the, the, the next coming months where things changed. So triple pixel puts us back to where we were with insights to our data, and then there's a bunch of more fancy and cool and beautiful additional things that we're doing. And, you know, I kind of wanna keep that line in the middle to say like, it's not all about selling you on some new stuff. It's about returning us as advertisers to the insights and level of access to information we had prior to this whole mess. Right. I love that. And that that's, that's crucial to me is like, if I can get back to the insights and data I had prior to January, that would be worth it for me

Rabah Rahil (36:32):

Now. And again, not to cut you off, but again, that's still the channel level. This is actually at, uh, a cohesive, like one camera system, all connected watching every single one of your customers versus these disparate camera systems that are still functioning. Like to your point before, you know, Google, Facebook, you could run from the channel metrics. Like I would use a blended Roaz where I would blend my channel metrics. Like it was fine, um, until it wasn't.

Corey Canestrare (36:59):

Yeah, exactly, exactly. And so you just, even, you just even hit it on the nose, right? It's like, this is just at the channel level that we're talking right now. We're restoring the channel level. Now, as we can see some media buyers and some performance marketers are already a little bit, they were already questioning that. Um, and this is where you have a camera, essentially what we're talking about with these camera systems that only report what they see, they're called self attribution networks. They're only interested in showing you how they participated and this isn't just, um, malpractice, so to speak. Um, this is also house. Can they show you? Right? Like if Facebook, Google and Clavio were a part of a purchase, which one should tell which story. Right. So it makes sense that Facebook's gonna say, Hey, I participated. Google has, Hey, I participated Clavio. I participated, but now notice I'm using the word participated. Um, this is very unique word that we don't typically think about in attribution, attribution models, describe participation, not responsibility. Um, now some of the newer attribution models like data-driven attribution models are actually trying to describe credit. They're trying to say, this is not, this is the causation of the sale

Rabah Rahil (38:14):

Causal. Yeah.

Corey Canestrare (38:16):

Yep. You know, the causal effect of the sale. And we're finally at that point in time where triple can start doing that. We have enough data and we can start to introduce some data driven models in the near future. Um, but, uh, yeah, so essentially cross channel attribution is something that none of these other platforms can provide. And so that's where you plug in triple Well's ecosystem and triple, we can see what's happening in Google. We can see what's happening with your Pinterest. We can see what's happening with TikTok. We can see what's happening with your AOV. We can see what's happening with your SMS, um, your cost at AOV. I mean, Clavio, we can see what's happening with your cogs. We can, we can see all of this and how it's participating, um, to the bottom line. And so this puts us in a unique position that no other attribution tool, um, really has put themself in.

Rabah Rahil (39:08):

Yeah. And there's no incentive for, um, us to basically wait one channel more than the other, where, um, to your point, like a, a, a self attribution is, is always gonna weight itself. How, you know, how it thinks it should. And also to your point, like doesn't know any better. I have no clue what clavia doing. I have no clue what Google Google's doing.

Corey Canestrare (39:27):

It's, it's actually some advertisers like that. And so one of the things I did here with the triple pixel was we created something called last platform touch. Yep. Then we ended up reaming it to triple attribution. Now what that does that is, it shows you how you would've seen it in the platform. Cuz some people are just trying to replace what their platform is, showing them there aren't necessarily ready for switching and, and, and changing some of the paradigm of how they look at, um, conversion and where they should double down. Um, but yeah, so we have the ability for you to see if you click on triple attribution to say, we're going to attribute this conversion to the last platform that clicked. And so if that's, so if we're on Facebook, we'll see the last Facebook ad. That was a part of this conversion.

Corey Canestrare (40:08):

If we're on, uh, TikTok, we'll see the last TikTok. So you, you still have the ability to see self attribution if you want that. And then we also have last click, uh, which is gonna look channel agnostic is just gonna say whatever, whatever channel was last, we're gonna give credit there. We also have first click. Um, and then we, and, and we'll let the community kind of tell us what attribution models we should build next. What I'm very excited to do is not really so much attribution models. What I, I'm excited to empower the people who want to use attribution models to be able to use them. Yep. But for globally, what I'm interested in is telling people where to spend the next dollar. Yeah. It's like this ad you should increase spend by 10%. Right. Um, this ad set, you should potentially think about swapping in this audience. Yeah. Like attribution models give us insight, but then we need to figure out what decision to make from it. Yep. I want to help advertisers make, just say, this is the decision we recommend. Here's why we recommended it. Yep. Would you like to apply it?

Rabah Rahil (41:10):

Yeah, I think that, that, that is really the future. Um, that I'm also stoked about that as well, where, um, there can be kind of data driven ML kind of stuff, uh, get surface up like, Hey, you should scale X channel or Y channel or to your point, even as granular as like, Hey, scale this campaign at, or at asset. Um, because we see some, uh, benefits in the future for this. Um, I think that's incredible. Um, okay, cool. We're bumping up against it. So let's jump through. So you, you just, excuse me, you describe the attribution models. Can you describe kind of the, there was a bit of a change right? Between how Facebook recorded data in terms of event, date versus click date. Can you kind of explain what those are for people?

Corey Canestrare (41:51):

Yeah. So, um, I've been trying to quantify the value of this technical difference. Yeah. So I'll start with how it used to work, how, how Facebook used to work and how Google ads still works. Um, is if I spent, let's say a thousand dollars on Monday and someone clicked that ad, you know, let's just say John, click the ad on Monday. And then he finally, you know, did his due diligence did researched, asked his lady? Yeah, let's get, it makes a purchase on Thursday. Yep. Is that purchase going to show on Thursday or is it going to show based on the date that the click happened? This is what click date versus event date is trying to, to, to it, to wrangle. Got it. Now how Facebook and Google worked, Google, how Facebook worked and how Google still works. Google ads might add. Um, so I'll just list them off by one. Facebook used to say that. Well, even though that purchase happened on Thursday, the click was on Monday. So we're gonna give credit to Monday. Yep. And so this is why you always had to look, you had to wait for, you know, you had to wait if you were doing seven day window, you had to wait until seven days past the close of that window for that data to be finalized.

Rabah Rahil (43:00):

Yep. Matured

Corey Canestrare (43:01):

It. And you always had to keep going back and Snapchatting and snapshotting, and that's how it used to work. Google ads still works that way. Google analytics does not work that way. Google analytics gives credit to the day that the purchase happen. So Thursday, that sale would show. But now you're trying to find out your CPA, you know, like what was my CPA on Monday?

Rabah Rahil (43:22):

Correct.

Corey Canestrare (43:22):

So the purchases that happened on Monday may not be purchases from spend on Monday. The purchases that are showing on Monday could be, uh, clicks from Friday the prior week. And so now you, now you have like this blended CPA, which is okay, but if you're trying to, if you're, you know, you're spending 10 grand a day, 20 grand a day, you're spending larger amounts per day. Okay. I, I, I want real, I want a more real time decision. And so I wanna be looking at click date. Um, yeah. So essentially the way I kind of look at why to cuz it's like, okay, that's the technical difference? The technical difference is that click date attributes. The order to the date that the click happened, event, date attributes, the order that, the date that the event happened. Okay. That's the technical difference, but now how, what does that mean for me to me?

Corey Canestrare (44:04):

How do I make money? And um, what, how do you make value of this? This click date is about right now click date. If I'm looking at today, the results of today will only be the results of today. Like the results that happen from today's efforts. And so if I'm trying to make real time decisions or, you know, per hour decisions per, you know, three, three times a day or something, or even within the two day period, I wanna be on click date. Yeah. Because that's given me a, a better realization of what's happening right now. If I'm, if I'm buying media in 72 out, you know, three to five day windows, this really doesn't matter for you. Uh, you're gonna have a wide enough bro. Uh, date range, changing the click date and event date. Wouldn't wouldn't change much for you. So I love that. I guess this is really, this is really for people who want either to, to they report to go back to the way they were used to it. Yep. Or people who are making real time decisions.

Rabah Rahil (44:59):

I love that. Yeah. Those just very eloquently explained. Uh, okay. Let's see. Got through all that. Got through that click date. You already said your favorites, man. It's like you read my show notes. Get outta here. Um <laugh> okay. And then the last, last question, a, a bit of a sandbag softball, should everybody be using triple oil plus pixel or is triple oil? Just enough.

Corey Canestrare (45:25):

Come on, come on

Rabah Rahil (45:27):

On, get you not gonna use the pixel. Get the damn pixel.

Corey Canestrare (45:33):

I'm I'm I've never been one to sell software just to sell software. Like I've, I've never been that kind of guy. I, you know, like if you don't need it, you don't need it. Yep. And so, um, there's one part I would say is that you don't know what you're missing unless you have, uh, pixel that's accurately, you know, doing something. So I could say that you should, you should have some way that you validated that you don't need the pixel or better yet better said you should validate that there isn't enough value that the pixel can provide for you. So everyone should have that the pixel for at least three months, uh, in a nutshell, cause you don't know what you're missing. Right. There could have been an ad that was actually performing way better than you knew. Or there could have been an ad that was being over modeled.

Rabah Rahil (46:22):

Love it. Love it. Love it. Get out there. Get a pixel annoy me or Corey. Maybe we'll give you a discount code. Corey, you have made it to the rapid fire. Can you believe it? My allergies just hit you timed it perfectly. Cause I'm gonna try and not take it easy on you. But my allergies could be a bit, uh, prohibitive here, but uh, you ready for some rapid fire?

Corey Canestrare (46:40):

Let's do it. Let's do it.

Rabah Rahil (46:42):

Okay. Camaros, overrated, underrated.

Corey Canestrare (46:45):

Ooh, overrated.

Rabah Rahil (46:47):

Ooh.

Corey Canestrare (46:48):

I'm a must. What's favorite part,

Rabah Rahil (46:49):

Baby? How your Mustang?

Corey Canestrare (46:50):

My first car was a Mustang, so, oh, I

Rabah Rahil (46:52):

Love it.

Corey Canestrare (46:54):

Um, my first question <laugh>

Rabah Rahil (46:55):

Philly overrated. Underrated. Woo.

Corey Canestrare (47:00):

Is it rated?

Rabah Rahil (47:02):

You can have, uh,

Corey Canestrare (47:03):

Accurately rated, I guess it's overrated. It's overrated.

Rabah Rahil (47:05):

Overrated. Overrated. Okay. Okay. All right.

Corey Canestrare (47:07):

It's good though. It's good.

Rabah Rahil (47:09):

Attribution. Overrated, underrated.

Corey Canestrare (47:12):

Whew. Oh boy. I got, I'm gonna answer this for myself and then for everyone else overrated and for me, <laugh> underrated for everyone else.

Rabah Rahil (47:25):

<laugh> I love it. I love it. UTMs, overrated, underrated,

Corey Canestrare (47:30):

Underrated, underrated,

Rabah Rahil (47:31):

Underrated. Drive those UTMs on people. Come on. Um, your favorite city in Pennsylvania?

Corey Canestrare (47:40):

Um, Lancaster. Oh, it's an Amish. It's like an Amish Amish, uh, Amish town. Yeah. Great.

Rabah Rahil (47:46):

Is

Corey Canestrare (47:46):

There a very relaxed,

Rabah Rahil (47:48):

Is there a university there? Why do I know that? Is it

Corey Canestrare (47:50):

By Pittsburgh or something? I've heard that shipping before shipping or Bloomsburg. Bloomsburg, maybe Bloomsburg university.

Rabah Rahil (47:59):

For some reason. I've just heard Lancaster PA before. Great to go get you some Amish food do and they do the little Cartson thing. Everything, right?

Corey Canestrare (48:05):

Yeah. They do the carts. Yeah. They, yeah. Real deal. Real deal.

Rabah Rahil (48:08):

I love it. Um, Eagles are stillers

Corey Canestrare (48:12):

Eagles.

Rabah Rahil (48:13):

Oh, come on Pete boy. I didn't realize. So I, I was really into soccer when I was younger and there's like a bunch. I was the English premier league and there's a bunch of hooligans kind of rowdy fans, man. Eagle fans hold up to them. Absolutely. Like they are. So for people that don't know, there's actual jail in the stadium because people wow. Out so much. Like Eagles fans are another level, man. I love it. Yeah.

Corey Canestrare (48:36):

I got to see the Phillies win the world series. Oh, let's keep going. I don't wanna, yeah, I don't wanna

Rabah Rahil (48:40):

No, no, no, you can. You can. Yeah, no, you can pontificate.

Corey Canestrare (48:43):

Okay. So, um, the Phillies won the world series mm-hmm <affirmative> and it was just so epic. Like I seen my teachers, like I think I was in high school at this time, beer goggles, one <laugh> just smashing beer on their, their faces. People are smoking cigarettes or other things. It's just like, whoa. Like it was just crazy like teachers and like police officers. Like we gotta go back to school next week and see you again. Like, I don't know how we're gonna erase this from our minds. <laugh>

Rabah Rahil (49:12):

Philly.

Corey Canestrare (49:12):

There's some die hard Philly fans, man.

Rabah Rahil (49:14):

Oh yeah, absolutely. Dude.

Corey Canestrare (49:15):

Be careful. Be careful picking fights with Philly fans.

Rabah Rahil (49:18):

Oh man. It's crazy. Right. Like so I, I, my dad lived in Pittsburgh before Charlotte and I went and visited them a few times. And it is really deep there where you have, you have pirates stillers Philly. Like everybody loves their sports teams. Dude.

Corey Canestrare (49:31):

It's incredible. Pittsburgh is pretty, uh, the Steelers. They, they don't have any shy fans either.

Rabah Rahil (49:35):

No, no, they do do not. Uh, no, uh, side note, uh, the Philly fanatics, like one of my favorite, uh, mascots ever. I love it. Great

Corey Canestrare (49:43):

Ma. Oh, wow. Yeah. He's cool. Yeah. He's

Rabah Rahil (49:46):

What's your favorite meal and why?

Corey Canestrare (49:49):

Ooh, favorite meal, man? Um, like, uh, I, I just slipped my name. Um, but from the Twitter handle fire, the fire team. Fire agency.

Rabah Rahil (50:03):

Uh, Jess. Yeah. Yeah.

Corey Canestrare (50:04):

Jess. Yeah, man. He spoke. So I resonated with him so well is like, I don't really have favorite food, so just kind of like surprised me. So there's still fun in it. <laugh> like, um, I love it. Oddly. I eat once I eat once a day, like, oh really? Daily, daily, fast thing. I didn't do it on purpose. Yeah. Um, it just was a natural thing, but now I like tell people, yeah, I Delly fast cuz now I know what it means. And it has like some good things to it. I'm like, yeah.

Rabah Rahil (50:31):

Sweet. Yeah.

Corey Canestrare (50:32):

I care about my body. So

Rabah Rahil (50:33):

Love it. <laugh> yeah. So no favorite meal, but like a favorite fast. I, I can take that.

Corey Canestrare (50:38):

I'll give you, I'll give you, I'll give you pasta, pasta and Italian sausage with some peppers and onions and some garlic.

Rabah Rahil (50:46):

I still wish. Yeah. It's a beautiful answer. Yeah. There we go. Um, what is your favorite newsletter?

Corey Canestrare (50:54):

Whew. Okay. So, um, this is gonna be like a tie between Cody and Alex B. Yeah. Um, I don't know that like the full names of their newsletters, but boy Alex, every time I open it's like, I think Cody's is the playbook. And what is Alex?

Rabah Rahil (51:10):

You know Corey's Cory Dobbins is the marketing playbook. Cody's

Corey Canestrare (51:13):

Cory Dobbins. Cory Dobbins. I'm sorry, Corey. I

Rabah Rahil (51:15):

Like what you're talking about. The playbook. Yeah. Yeah. He's strong. Yeah. He's the playbook and then no best practices. Alex PE no

Corey Canestrare (51:20):

Best practice. She's

Rabah Rahil (51:21):

She's my, uh, Twitter crush, man. She's just an intellectual juggernaut, dude. She absolutely she's favorites. Fire. Just, just heat constantly, dude. She's just too

Corey Canestrare (51:32):

Much actually too. I don't. I don't I don't even think, I don't even think people are.

Rabah Rahil (51:37):

I don't know what

Corey Canestrare (51:37):

People are ready to digest that. Yeah.

Rabah Rahil (51:39):

She's so good, man. Yeah. Yeah. It's true. Terrific. Hey Alex, P shout out. No best practices. Uh, she's fantastic. What's your favorite place? Travel to and why?

Corey Canestrare (51:50):

Oh, um, I like, I like Florida. Um, yeah.

Rabah Rahil (51:57):

Where at

Corey Canestrare (51:59):

Fort Lauderdale area?

Rabah Rahil (52:00):

Fort Lauderdale.

Corey Canestrare (52:01):

Yeah. Fort. Yeah. Yeah. Like I'm done with the Miami. Yeah. Yeah. Wanted to do it as a kid and as like, you know, got a little bit older. Got that. Outta my system. Terrible. Yeah, just Northern Chris Mead, just beaches, man. Just get me to a beach that has internet connection that has a WeWork close. That where I can, you know, sit down and get focused for a little bit, but keep me near a beach day.

Rabah Rahil (52:22):

Do you like the east coast beaches or not really? You'd rather go south.

Corey Canestrare (52:25):

No. Yeah. Like going, going to Cali, going to LA was like in Santa Monica, like that was

Rabah Rahil (52:30):

Beautiful. Um, yeah.

Corey Canestrare (52:33):

Yeah. But Florida's also very nice. Right? Like you go, you go a little bit Northern, you got like Boyton beach, you got some like west Palm beach. You have some really nice beaches. Yep. Or like private access type thing. So

Rabah Rahil (52:43):

Yeah. And some of the sand there is fantastic. Really pretty beaches. You're right. What's the favorite way you spend your time?

Corey Canestrare (52:51):

Um, as of late working <laugh> I've been working so

Rabah Rahil (52:56):

Hard welcome to it. Right. But you've been killing it.

Corey Canestrare (53:00):

Um, prior to that, I enjoyed reading, um, just like dif I'm very I'm curious person. So anything that has ambiguity, but some absolute potentially tucked into it gets me going. Yeah. It gets me going. So anything about like history, anything about like space or even, even religious content? Like exci like not, not the religious parts of it. Just like the, the doctrinal ideas and concepts. Um, just like, I just like, things like that. Yeah. So one of the things coming for for soon is an RV. Um,

Rabah Rahil (53:40):

Oh dude, I love raging. Yeah. I, I love nature. There's just something to, uh, getting out in it. And there's just something ti just like a good old road trip, man. It's so like rings in my like American, like screaming Eagle kind of freedom where it's like, as long as you got gas money, nobody's telling you where to go. How to go when to go. Like, I don't know. There's just I gas and internet good road trip. That's it, dude. It says, yeah, that's the path. Um, okay, cool. Last question. If you could have dinner with any people or with anyone dead or alive or excuse me, Jesus. I'm ruin it. If you could have dinner with any three people dead or alive, fictional or nonfictional. So it's all at the same dinner. So it's a four person table and you're inviting three people. Who would they be?

Corey Canestrare (54:22):

Ouch. Um, <laugh>. Oh boy. Okay. So a Napoleon hill.

Rabah Rahil (54:34):

Yeah.

Corey Canestrare (54:36):

I

Rabah Rahil (54:37):

He's a productivity person if, uh, people don't know that. He's fantastic though.

Corey Canestrare (54:44):

Um, we'll go with, uh, Jesus.

Rabah Rahil (54:50):

Okay. JC, let's go.

Corey Canestrare (54:52):

And we'll go with, um, like a Gandhi.

Rabah Rahil (54:58):

Oh, how interesting. Okay. Oh, that's very insightful. And

Corey Canestrare (55:02):

It's just like some principal, like discipline and principle, like people who have displayed abnormal levels of, of discipline and, um, ability.

Rabah Rahil (55:12):

I love that. Like what would,

Corey Canestrare (55:14):

What do you, what do you guys know that we don't, I love that as simple humans. You,

Rabah Rahil (55:18):

You, you <laugh>, your tinker is coming out again. You're trying to reverse engineer them too. I love it. I love it. <laugh> Corey. You're a dream man. It was so great to meet you in Columbus and I'm excited for the next, uh, quarterly meetup, but where can people find you? What do you wanna turn people onto? This is, uh, your time.

Corey Canestrare (55:36):

Look, check, check out the triple well Twitter. Um, you'll see me on that. Twitter being mentioned a few times you can come, uh, follow me on my Twitter. Uh, for the last month it's been pretty much absent, but we kind of got over that, you know, burning the oil every night. So, um, February, uh, we'll still, we'll still end out January, pretty strong, but starting in February, you'll see a ton of pixel content coming from me. I'll be talking pixel yeah. Feedback, pixel results, highlighting case studies that we're seeing. And so you definitely wanna tune in, um, what drop the Twitter handle for myself in somewhere around

Rabah Rahil (56:08):

You. Absolutely show notes for sure. That's we, we do it big high production value. Hey everybody. Thanks for stopping in again for the 14th episode of your are not your RO as, uh, if you want to get more involved in triple well, you can go to tri triple well.com sign up there. Um, as Corey said, we have an awesome newsletter that goes out every Tuesday, Thursday called whale mail sign up for that. We actually featured Alex P this week, a phenomenal essay from her. What else we got? Yeah. At tri triple Wells on the Twitters. Oh, we have a Facebook group now just facebook.com/group/triple well, it's called the whale sanctuary bunch of people in there. Just kind of talking shop. Uh, and then I think that's all we got. So thanks again. Oh, and then I don't know when people are gonna hear this, but every Thursday we have a state of the whale, um, where every Thursday at 3:00 PM Eastern, um, you can tune in on any of our social channels. Uh, we broadcast live, uh, a state of the whale. It's about 20, 30 minutes. Um, you can submit questions. You can ask questions, live, all that good stuff. Corey. You're the man, the pixel poly. Matt. Appreciate your Robin, the legend of PA. Appreciate you brother. We'll talk soon. Thanks Corey. For.

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