Analytics & Metrics

MER

Quick answer

Marketing efficiency ratio - total revenue / total ad spend, no attribution.

Definition

MER (also blended ROAS) divides all revenue by all marketing spend in a period. It sidesteps attribution arguments entirely: whatever the platforms claim, MER states what the whole machine produced. In a post-ATtribution world it is the north-star efficiency number.

Why it matters

Platform ROAS is an estimate; MER is arithmetic. We run accounts on MER with cohort checks beneath it.

Formula

Total revenue / Total ad spend

Benchmarks

3-5x healthy for D2C; track trend, not snapshot

All glossary terms

More in Analytics & Metrics

LTVAttributionConversion RateCROA/B TestingCreative Testing

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