How do you calculate MER?

MER = total revenue ÷ total marketing spend. $120,000 of revenue on $30,000 of marketing is a 4.0 MER.

MER vs ROAS: which should I use?

Use ROAS to compare ads and channels, MER to judge the business. MER doesn't depend on attribution, so it's a useful check when platforms over-report.

It depends on margin. Your break-even MER is roughly 1 ÷ contribution margin; most brands aim comfortably above it.

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MER (marketing efficiency ratio) calculator

MER ignores attribution arguments: total revenue divided by total marketing spend. Enter both, plus new-customer revenue if you track it, to see blended efficiency.

Total revenue$Total marketing spend (all channels)$Revenue from new customers (optional)$

Results

MER: 4.00x
Marketing as % of revenue: 25.0%
New-customer MER (aMER): 2.33x

How to use the mer calculator

1Enter total store revenue for the period.
2Enter total marketing spend across all channels.
3Optionally add new-customer revenue for acquisition MER.

Questions

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How to use the mer calculator

Questions

01How do you calculate MER?

02MER vs ROAS: which should I use?

03What is a good MER?

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