This episode is also available on YouTube: https://youtu.be/2O8th50rMbMIf you advertise on Facebook (or other ad platforms) you need to understand Media Efficiency Ratio (MER) vs. Return on Ad Spend (ROAS) and how to think about advertising incrementally.Why Facebook Ads reporting on ROAS is broken.If you’re pulling back on Facebook ads as a result, you're hurting your business.Switching to a different metric based on the two cold-hard facts of your business (money leaving your bank and money going into your bank) can get you back on track and scaling profitably again.Our guest today is William Harris, founder of Elumynt, a growth agency for Shopify stores. In the last 9 months, they've helped six clients get acquired, with the largest selling for a whopping $800M.Show LinksWilliam's Agency: ElumyntArticle: The Facebook ROAS Death Spiral: Fix it Now — or Lose Your Shopify StoreArticle: https://elumynt.com/facebook-ads-ios14-roas/Twitter: @wmharris101SponsorsFree 30-day trial of Zipify OCU - (To get an unadvertised gift, email help@zipify.com and ask for the "Tech Nasty Bonus".Try Bold Product Upsell, free trialSave 20% on Turbo, a blazing fast Shopify theme - Use code KURT20 at checkoutImprove your shop’s search engine ranking with Venntov SEO Meta ManagerNever miss an episodeSubscribe wherever you get your podcastsJoin Kurt's newsletterHelp the showAsk a question in The Unofficial Shopify Podcast Facebook GroupLeave a reviewSubscribe wherever you get your podcastsWhat's Kurt up to?See our recent work at EthercycleSubscribe to our YouTube ChannelApply to work with Kurt to grow your store.