Marketing & Acquisition
MER (Marketing Efficiency Ratio)
Total revenue divided by total marketing spend across all channels. A holistic alternative to per-channel ROAS.
Formula
MER = Total Revenue / Total Marketing SpendWhat is MER?
Marketing Efficiency Ratio (also called blended ROAS or ecosystem ROAS) measures your overall marketing efficiency by dividing total revenue by total marketing spend, regardless of channel.
Why MER Matters
As attribution becomes less reliable due to privacy changes, MER gives you a clear, un-gameable view of marketing efficiency. It doesn't try to attribute specific sales to specific channels — it just measures the overall return.
MER vs. ROAS
- ROAS: Per-channel metric, affected by attribution models
- MER: Company-wide metric, immune to attribution issues
Example
Total revenue: $100,000. Total marketing spend: $20,000. MER = 5x.
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