Revenue rising, profit shrinking? Your Shopify brand may have a profitability problem disguised as a growth problem.In this episode, Ben Dyer, Head of Growth at Webtopia — managing $100M+ in ad spend for D2C brands — breaks down:Why ROAS is a vanity metric — and what contribution margin and CAC actually reveal about true business healthHow one haircare brand cut branded search waste, shifted to non-brand targeting, and drove 74% revenue growthThe content-led Meta strategy (post-Andromeda) that lowers CPM and builds buyer personas that convert at scaleWhether you're doing $10K months or $10M years, this conversation delivers strategies you can test this week.📝 Full show notes + resources: https://ecommercefastlane.com/podcast/episode-451/Connect with us:🐦 Twitter: https://twitter.com/stevenhutt💼 LinkedIn: https://www.linkedin.com/in/shutt/📘 Facebook: https://www.facebook.com/thrivingwithshopify