CFO: Brands Rarely Max Out Meta Ads

In this episode of Ecommerce Conversations, host Eric Bandholz interviews Abir Syed, a fractional CFO specializing in e-commerce brands and co-founder of UpCounting, an accounting and CFO firm. Abir shares common financial mistakes e-commerce operators make, such as focusing on the wrong metrics like Shopify revenue instead of contribution margin and cash flow, underinvesting in creative marketing strategies, and failing to break down channel performance for omnichannel brands. They discuss the importance of contribution margin, LTV to CAC ratio, and setting financial targets, emphasizing the need for clean data to make informed decisions. Abir also provides insights on budgeting for bookkeeping services, the benefits of using a fractional finance department, and the role of inventory management software.