Measuring what produces clients
MER · Marketing Efficiency Ratio
In plain terms
Total revenue divided by total marketing spend over a given period.
Formula
Technical meaning
Unlike ROAS, MER does not try to attribute each sale to an ad; it measures whether the whole setup brings in more than it costs. It is the indicator Contrast favours for companies present on several channels, because it withstands the limits of attribution and signal loss.
Formula
MER = total revenue ÷ total marketing spend
See tracking and data reporting
Articles on this topic
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Behind the scenes ·
Maximum CAC: what to pay for an e-commerce customer in Switzerland
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