Free calculator

MER calculator

Enter total store revenue and total marketing spend to see Marketing Efficiency Ratio — a blended view across channels and attribution gaps.

How MER is calculated

MER = total revenue ÷ total marketing spend (often all paid channels). Unlike platform ROAS, MER includes organic and non-attributed sales in the numerator while counting full media cost in the denominator.

Use MER for company-level efficiency; use POAS and campaign ROAS for channel and SKU decisions.

MER = revenue ÷ total ad / marketing spend
Higher MER = more revenue per marketing dollar
MER is not SKU profit — pair with POAS for bidding

MER vs POAS

MER answers “are we efficient overall?” POAS answers “does this ad spend buy profit?” Scale decisions need both: healthy MER with poor POAS usually means margin mix or channel waste.

Frequently asked questions

What is MER?

Marketing Efficiency Ratio is total revenue divided by total marketing spend. It is a blended efficiency metric that does not rely on last-click attribution alone.

How do you calculate MER?

Divide store (or company) revenue by total marketing spend for the same period. Example: $500,000 revenue and $100,000 spend → MER = 5.0.

What is a good MER?

Targets vary by margin and growth stage. Many ecommerce brands watch trends vs a historical baseline more than a universal benchmark — then validate profit with POAS.