Matt Byrne, founder of Day One Advisory, works with ecommerce brands every day as their outsourced finance function, helping Shopify businesses understand their numbers, improve profitability, and make better decisions.

In today’s episode, Matt breaks down what actually matters behind the numbers. Not vanity metrics. Not revenue screenshots. But the core financial levers that determine whether a brand survives, scales, or quietly runs out of cash.

Today, we're discussing:

• Why revenue is a vanity metric (and what to track instead)
• The three numbers every ecommerce founder must know: gross profit, contribution margin, and breakeven
• What “good” margins actually look like in ecommerce
• How to know if your paid ads are really working, or just burning cash
• The biggest financial blind spot founders have when making decisions
• The right way to approach tax, cashflow, and avoiding the BAS shock
• Why you should be paying yourself from day one (and how it changes everything)
• The truth about growth vs lifestyle, and what most founders are actually chasing

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