Revenue climbing, dashboards green, bank account still running dry—Shopify brands can have an 8x ROAS and still lose $100K a month. 

In this episode, Adam Callinan, CEO of Pentane and co-founder of the $60M Bottlekeeper brand, breaks down: 

• Why ad platform metrics are always missing context—and how hidden fixed and variable costs quietly destroy margins
• How one DTC brand went from losing $100K/month at an 8x ROAS to $50K monthly profit in 90 days
• The Profit Pyramid: why founders who optimize the top (virality, impressions) while ignoring the financial foundation always struggle

Whether you're doing $500K or $5M a year, this conversation will permanently change how you read your numbers.
 
📝 Full show notes + resources: https://ecommercefastlane.com/podcast/episode-449/