MER Calculator
Calculate your Marketing Efficiency Ratio for a holistic view of all marketing performance.
Enter Your Numbers
All revenue (attributed + unattributed)
Your Results
Marketing Efficiency Ratio (MER)
Enter values
0.00x
$0 revenue ÷ $0 marketing
Marketing as % of Revenue
0.0%
Target: 15-30% for healthy DTC brands
Enter your revenue and marketing spend to calculate MER.
Why MER Matters
MER vs ROAS
While ROAS measures individual channel performance, MER (also called "blended ROAS" or "efficiency ratio") measures overall marketing efficiency including unattributed revenue. This gives a more accurate picture of true marketing impact.
When to Use MER
Use MER as your north star metric when attribution is unreliable (iOS 14.5+), when running brand awareness campaigns, or when you want a holistic view of marketing performance across all channels.
MER Benchmarks by Growth Stage
| Growth Stage | Target MER | Marketing % of Revenue | Focus |
|---|---|---|---|
| Launch (0-$1M) | 1.5-2.5x | 40-60% | Growth over efficiency |
| Growth ($1M-$10M) | 2.5-4x | 25-40% | Balanced growth |
| Scale ($10M-$50M) | 3-5x | 20-30% | Efficiency at scale |
| Mature ($50M+) | 4-6x+ | 15-25% | Profitability focus |
Related Tools
Want more context on MER?
The weekly briefing covers why MER becomes misleading at scale.