Marketing Efficiency Ratio
Also: MERBlended ROAS
Total revenue divided by total marketing spend, a blended view of how efficiently marketing as a whole drives revenue.
Why it matters
MER looks at marketing efficiency holistically, all revenue over all marketing spend, rather than channel by channel. It sidesteps the attribution problem by judging the whole engine at once. It is increasingly used as tracking-based, channel-level measurement gets harder.
How it is calculated
Marketing Efficiency Ratio = total revenue / total marketing spend
What good looks like
There is no universal target, MER is most useful tracked over time and as a top-line check on whether scaling spend is still producing proportional revenue. A falling MER as spend rises signals diminishing returns.
Related terms
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