Measurement

MER

Marketing Efficiency Ratio — total revenue divided by total marketing spend across all channels. Because it ignores attribution entirely, it can't be inflated by platform settings, making it the most honest top-line efficiency number.

Related Terms

Acquisition→

ROAS

Return on Ad Spend — the revenue attributed to an ad channel divided by the spend on that channel. Platform-reported ROAS is inflated by attribution defaults, so we read it alongside blended ROAS and MER.

Measurement→

POAS

Profit on Ad Spend — gross profit from ad-attributed sales divided by ad spend. Unlike ROAS, it accounts for product margin, so it tells you whether scaling actually makes money rather than just moving revenue.

MER

ROAS

POAS

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