What happens when you're spending hundreds of thousands a day on Meta ads, the revenue looks great... and then the business nearly collapses?  In this episode of UnEDited, Ed sits down with Frederik Boysen, founder of ProfitMetrics.io, to talk about how measuring the wrong things nearly cost him everything. They explore why so many brands and marketing teams are still relying on revenue-based reporting, what real ROI actually looks like, and how Fredrik turned that near-disaster into a platform that's helping businesses track what really matters.  If you're in eCommerce, work agency-side, or just want to have smarter conversations about marketing performance, this one's for you.