{"id":146,"date":"2026-07-01T12:41:59","date_gmt":"2026-07-01T12:41:59","guid":{"rendered":"https:\/\/adfure.com\/mer-vs-roas\/"},"modified":"2026-07-01T12:41:59","modified_gmt":"2026-07-01T12:41:59","slug":"mer-%d1%81%d1%80%d0%b5%d1%89%d1%83-roas","status":"publish","type":"post","link":"https:\/\/adfure.com\/bg\/mer-vs-roas\/","title":{"rendered":"MER \u0441\u0440\u0435\u0449\u0443 ROAS: \u043a\u0430\u043a\u0432\u043e \u0432\u0441\u044a\u0449\u043d\u043e\u0441\u0442 \u043f\u043e\u043a\u0430\u0437\u0432\u0430 \u043a\u043e\u043c\u0431\u0438\u043d\u0438\u0440\u0430\u043d\u0430\u0442\u0430 \u0432\u044a\u0437\u0432\u0440\u044a\u0449\u0430\u0435\u043c\u043e\u0441\u0442"},"content":{"rendered":"

ROAS tells you what a single platform thinks it earned. MER (Marketing Efficiency Ratio) tells you what your whole business actually earned per euro of marketing.<\/strong> MER = total revenue \u00f7 total marketing spend. Because every ad platform claims credit for overlapping sales, the sum of your ROAS figures always looks better than reality. MER cuts through that inflation with one number you cannot fake \u2014 and for anyone spending across Meta, Google and TikTok at once, it is the metric that decides whether you are truly profitable.<\/p>\n

What is ROAS, and where it breaks down<\/h2>\n

ROAS (return on ad spend) is revenue attributed to a platform divided by that platform spend. It is essential for judging one channel. The problem starts when you run several channels: Meta claims a sale, Google claims the same sale, and your email tool claims it too. Add the platform ROAS figures up and you appear to be printing money while your bank balance says otherwise. This is attribution overlap<\/em>, and it gets worse the more channels you add.<\/p>\n

What is MER?<\/h2>\n

MER \u2014 Marketing Efficiency Ratio, also called blended ROAS \u2014 is your total revenue divided by your total marketing spend across every channel.<\/strong> It ignores attribution entirely. If you did 100,000 EUR in revenue and spent 25,000 EUR across all ads, your MER is 4.0. There is no double-counting because there is only one revenue figure and one spend figure.<\/p>\n

MER = Total revenue \u00f7 Total marketing spend<\/strong><\/p>\n

MER vs ROAS: a side-by-side<\/h2>\n\n\n\n\n\n\n\n\n\n
<\/th>\nPlatform ROAS<\/th>\nMER (blended)<\/th>\n<\/tr>\n<\/thead>\n
Scope<\/td>\nOne platform<\/td>\nWhole business<\/td>\n<\/tr>\n
Based on<\/td>\nAttribution models<\/td>\nReal revenue and spend<\/td>\n<\/tr>\n
Double-counts sales?<\/td>\nYes, across channels<\/td>\nNo<\/td>\n<\/tr>\n
Best for<\/td>\nDiagnosing a channel<\/td>\nJudging overall profit<\/td>\n<\/tr>\n
Can be inflated?<\/td>\nEasily<\/td>\nAlmost never<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

What is a good MER?<\/h2>\n

The same profit logic as ROAS applies: your MER must clear 1 \u00f7 your gross margin<\/strong>. With a 40% margin, break-even MER is 2.5, so you want an MER comfortably above it. See how to calculate break-even ROAS<\/a> \u2014 the same number is your break-even MER. Many profitable e-commerce brands run an MER of 3 to 4; premium, high-margin brands can thrive lower.<\/p>\n

How to use MER and ROAS together<\/h2>\n