A new beginning! 🥳

It's been a minute, but guess what? I’m back with some exciting news!

You probably signed up when I was all about "Data-driven eCommerce" or during my brief stint with "Efficient eCommerce." Those names made me feel like I had to stick to hardcore eCommerce talk, and honestly, that kept me from writing.

But let’s be real—running a business is more than just Facebook and Google ads, and life’s more than just running a business. So, I'm renaming my newsletter to "Behind The Screen” to give my self permission to dive into everything about being an online business owner — the highs, the lows, and everything in between.

Hopefully, that’ll get me back to writing more consistently. No promises on how often I'll publish anything, but trust me, I've got some killer ideas on my notepad:

• Why we fired almost all our staff in June

• Why bid caps aren't what you think they are (and what they really are)

• Why 99% of ad accounts should ditch video ads

And, drumroll please: I'm launching a Shopify app soon! 🥁👀

I hope you’ll stick around!

Stay tuned 🌶️

Godspeed,
Mathias