MER Calculator
Calculate your Marketing Efficiency Ratio (MER) for a holistic view of overall marketing performance.
MER (Marketing Efficiency Ratio)
Enter total revenue and marketing spend across channels.
MER vs ROAS
While ROAS measures channel-level efficiency (revenue per ad dollar), MER — also called blended ROAS — measures overall marketing efficiency by comparing total revenue (attributed and unattributed) to total marketing spend.
How to Calculate
Add up all marketing spend across channels, then divide total revenue by that total spend.
Formulas
MER = Total Revenue ÷ Total Marketing Spend
Marketing % of Revenue = Total Marketing Spend ÷ Total Revenue × 100
Real-World Example
Inputs: Revenue , Paid Ads , Influencers , Email/SMS , Other . Total marketing spend is . MER = . Marketing % = .
Why MER Matters
Use MER when attribution is noisy or incomplete (e.g., iOS privacy changes) — it gives a holistic, business-level view of how much revenue your marketing generates.
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 |