MER in Marketing Explained with Examples

The Marketing efficiency ratio (MER) is a way to see how well marketing works. It shows the relationship between total revenue and total ad spend. This tells us how effective our marketing is overall.

MER looks at the success of all marketing, not just one ad or campaign. This is different from return on advertising spend (ROAS), which only looks at specific efforts. MER helps marketers know how well all their efforts are doing. This helps them decide where to use their resources best.

Key Takeaways:

  • MER measures the overall performance and efficiency of marketing campaigns.
  • It calculates the ratio of total revenue to total ad spend.
  • MER provides insights into the effectiveness of marketing efforts as a whole.
  • Unlike ROAS, MER considers the total effects of all marketing efforts.
  • MER helps inform decision-making about resource allocation and campaign efficiency.

What is MER, or marketing efficiency ratio?

Marketing efficiency ratio (MER) looks at the success and cost-effectiveness of marketing. It sees how much money you make compared to what you spend on ads. MER shows how well your marketing strategies work and the cost to achieve results. It looks at all marketing efforts to help marketers see their overall campaign efficiency. Unlike ROAS, which focuses on certain ads, MER gives a full picture of ad success. It lets marketers see the whole scene and make smart choices for their campaigns.

Let’s explore MER’s formula:

Total Revenue Total Ad Spend MER
$500,000 $150,000 3.33
$750,000 $200,000 3.75
$1,000,000 $300,000 3.33

Look at the table for different revenue and spend scenarios. You get MER by dividing total revenue by total ad spend. This number tells how well marketing works.

By looking at MER, marketers know if their campaigns are working well. A high MER means good investment returns. A low MER suggests it’s time to check and change the marketing plan.

The best MER varies by industry and situation. Different fields have unique costs and ways to make money, affecting MER goals. For example, e-commerce might have higher MER targets due to production costs. SaaS companies have their own targets, depending on their model and time frame.

In summary, MER helps marketers understand their campaign’s impact. They can better decide how to use resources and improve campaigns. MER should be one of many tools used to see marketing success. It guides marketers to the best investment returns.

Calculating MER

To find the Marketing Efficiency Ratio (MER), you just do a simple math operation. You divide the total money made from marketing by the total money spent on ads. Here is how you calculate MER:

Marketing Efficiency Ratio (MER) Formula:

Total Revenue ÷ Total Ad Spend = Marketing Efficiency Ratio (MER)
**Total Revenue** / **Total Ad Spend** = **MER**

When you divide total revenue by total ad spend, you get the MER. This number shows how well your marketing is doing. It tells you how much money you make for each dollar spent on ads.

Keeping an eye on the MER helps marketers see how their work affects sales. This number gives clues about how good your marketing plans are. It also helps in making smart choices about where to spend your marketing budget.

What is a good marketing efficiency ratio benchmark?

The right marketing efficiency ratio benchmark varies by industry. A general value above 3.0 is seen as good. But, it’s key to look at factors special to each industry. Let’s check out some examples to get a clearer picture.

E-commerce Benchmark

In e-commerce, where making goods costs more, a higher marketing efficiency ratio (MER) is better. A value near 5.0 or more shows strong performance. This takes into account the costs of making goods. It helps figure out if ad spending is profitable for e-commerce businesses.

SaaS Benchmark

For SaaS (Software-as-a-Service) companies, the best MER benchmark varies. It depends on how long you measure it and the business model. Things like how much a customer is worth over time, pricing, and how long sales take matter. A specific SaaS industry benchmark lets companies understand their marketing efficiency better. It helps make smart decisions about marketing.

Start-up Considerations

Measuring MER for start-ups can be tricky. In the beginning, start-ups often spend a lot on marketing to build a customer base. It’s normal for their ads to cost more than they make at first. Start-ups should look at their MER over several years. This shows how profitable their ad spending is. Then, they can tweak their strategies as needed.

Remember, these benchmarks are just guides. They can change based on the industry, market, and business goals. Continuously checking and improving the marketing efficiency ratio is essential. It ensures businesses drive profit and get the most from their marketing money.

Industry Benchmark Range for MER
E-commerce Above 5.0
SaaS Depends on the specific business model and time frame
Start-ups Varies based on the stage of the business


Marketing Efficiency Ratio (MER) and Return on Advertising Spend (ROAS) are both important. Yet, they differ in approach and what they focus on. MER gives a broad view, while ROAS looks at specific ad campaigns.

ROAS measures how much revenue each dollar of ad spend brings in. It focuses on the success of specific ads and channels. This helps marketers know where their efforts pay off the most.

MER, on the other hand, looks at the big picture. It considers all marketing efforts to see how effective they are as a whole. Unlike ROAS, it does not break down the impact by campaign or channel.

Using ROAS, advertisers can see the immediate impact of specific ads. But adding MER to the mix gives a fuller picture of marketing success. Together, they help measure both individual campaign performance and overall strategy effectiveness.

Metric Focus Scope Use Case
MER Total effects of all marketing efforts Provides a holistic view of ad efficiency Evaluating overall efficiency of marketing strategies
ROAS Specific ad campaigns and channels Analyzes profitability of individual marketing elements Optimizing targeting and allocation of resources

When not to use MER

The Marketing Efficiency Ratio (MER) is great for checking how well your marketing works overall. But, it’s not perfect for deciding how to spend your budget or choose what part of your campaign to change. MER shows the big picture, but not the tiny details on where to put your money.

ROAS helps you see which ads bring in money, but MER doesn’t. It looks at everything together instead of piece by piece. So, it might not help much with deciding how to spread your budget around.

MER is still useful for a broad look at your marketing strategy’s success. It tells you when things aren’t working as well. It gives a rough idea of what you’re getting back from your marketing budget as a whole.

But when planning your budget, you should also think about other metrics. Look at ones that tell you how specific ads and channels are doing. By looking at various metrics together, you can make better choices on how to use your resources and money.

Limitations of MER Resource Allocation Budget Decision-Making
MER does not provide specific guidance on where to invest the marketing budget. Marketers need more granular insights to allocate resources effectively. MER does not indicate which campaign elements to cut or invest in.
MER does not attribute revenue to specific ad channels and campaign components. Marketers require metrics that attribute success to individual elements. MER may not be the most suitable metric for making budget decisions.
MER offers a holistic view of the overall efficiency of marketing strategies. Marketers can still use MER to understand the general effectiveness of their marketing efforts. MER can highlight when marketing efforts become less effective.

Final word about MER marketing

The marketing efficiency ratio (MER) is crucial for understanding a campaign’s success. It offers insights into the overall performance and profitability of marketing efforts. By evaluating the MER, marketers understand how effective and efficient their campaigns are. This allows them to make smart decisions about how to use their resources, improve campaigns, and plan budgets.

While return on advertising spend (ROAS) measures the effectiveness of specific campaigns, MER looks at the bigger picture. It helps marketers see their overall performance. By analyzing the MER with other metrics, they get a clearer view of how things are going.

Finding the MER is easy: just divide total revenue by the marketing spend. This shows how profitable the marketing efforts are. It helps marketers see how well their campaigns are doing as a whole.

Using the MER helps marketers understand how effective and profitable their efforts are. It guides them in making better decisions about where to spend money, how to improve campaigns, and how to plan their budgets. This leads to a better return on investment (ROI).

The marketing efficiency ratio is key to successful marketing campaigns. It gives marketers a complete view of how efficient and effective their efforts are. This lets them fine-tune their strategies to make more money. With the MER, marketers can reach their goals and grow their business in a competitive market.

Calculating MER in Funnel

To calculate MER, or marketing efficiency ratio, you need data from all ad platforms and revenue numbers from an analytics or e-commerce platform. This process is made easier by using a tool like Funnel. Funnel helps you collect and analyze all necessary data in one spot.

When you connect your ad and revenue platforms to Funnel, you can easily pull in your data. Funnel has a way to add up all the costs from each ad platform. By using this cost data along with revenue data from your revenue platform, calculating MER in Funnel becomes straightforward.

After figuring out your MER in Funnel, you can keep track of it right there. Funnel’s easy-to-use design lets you watch and understand your MER with no trouble. This helps marketers see how well their marketing is doing.

Also, marketers have the option to send their MER data from Funnel to other analysis tools. This lets them add MER info into wider marketing reports. Funnel gives you the freedom to work with your MER data however you like.

With Funnel, you can make calculating MER much smoother, ensuring the data is right and saving time. It pulls together data from different ad platforms and revenue sources. This makes it easier for marketers to see how their campaigns are performing.

Benefits of Calculating MER in Funnel
Simplifies data aggregation from multiple ad platforms and revenue sources
Enables accurate and efficient calculation of MER
Provides an intuitive interface for monitoring and visualizing MER
Facilitates integration with other reporting tools and workflows
Empowers marketers to make data-driven decisions about resource allocation and campaign optimization

What is MER, or marketing efficiency ratio?

Marketing efficiency ratio (MER) is also called media efficiency ratio or blended ROAS. It’s a key measure for assessing the performance of marketing campaigns. It shows the relationship between total revenue and total marketing spend. This gives valuable insights into how effective the marketing strategies are.

MER helps marketers understand how well they are using their marketing budgets. It aids in making decisions to improve investment returns. By looking at the MER, marketers can figure out the best amount to spend to meet their profit goals. This metric offers a broad view of marketing efforts, guiding strategy and where to put resources.

To find the MER, you simply divide the total revenue by the total marketing spend. The formula is clear:

MER = Total Revenue / Total Marketing Spend

Example: Calculating MER

Let’s take a company that made $500,000 in revenue from marketing efforts, spending $100,000. Here’s how you calculate the MER:

MER = $500,000 / $100,000 = 5.0

In this case, the MER is 5.0. This shows that the company made $5.00 for every dollar spent on marketing. A higher MER means using marketing resources more efficiently and achieving better investment returns.

MER is a crucial metric for gauging the success of marketing campaigns. It helps marketers make informed choices to better their marketing strategies and get stronger results.

How MER Informs Marketing Strategy

MER is very important in shaping marketing strategies and deciding where to put money. It helps marketers understand how their spending affects revenue.

MER can guide marketing in several ways:

  1. It helps in making the marketing budget more effective. Marketers can put more into the areas that give a higher MER, making their efforts more efficient.
  2. It aids in setting achievable goals for marketing campaigns. By comparing with industry standards, marketers know what a good MER looks like for them and can adjust their aims.
  3. Looking at MER helps in figuring out how much to spend on marketing to hit profit targets. It helps in finding the sweet spot between spending and earning to maximize returns.

MER offers deep insights into marketing efficiency and effectiveness. Using this metric with other important indicators allows marketers to make smarter decisions. These decisions help enhance marketing performance and meet business goals.

Pros of MER Cons of MER
  • Gives an overall view of marketing efficiency
  • Directs where to allocate resources and plan budgets
  • Assists in improving investment returns
  • Doesn’t link revenue to specific ad channels or campaigns
  • Lacks direction on where to invest marketing funds


Marketing efficiency ratio (MER) is important for checking how well marketing efforts work. It tells marketers if their strategies are effective by comparing them with others. This helps them decide where to spend their money wisely.

Adding MER to how marketing success is measured can improve profits. While it’s not the only measure, it’s key for understanding money spent versus income. With it, companies can make smarter choices and get better results from their ads.

Looking at MER helps find what needs to get better. It guides how to use resources in the best way. In the end, using MER means making better choices, getting more from investments, and having stronger marketing plans.


What is MER, or marketing efficiency ratio?

MER stands for Marketing Efficiency Ratio. It’s a way to measure how well marketing strategies work. MER shows the relationship between total money earned and total money spent on ads. It gives insights into the success of marketing efforts.

How do you calculate MER?

Calculating MER is simple. You divide total revenue by total ad spend. So, the formula is: MER = Total Revenue / Total Ad Spend.

What is a good marketing efficiency ratio benchmark?

A good MER varies by industry. Generally, a MER above 3.0 is seen as positive. For e-commerce, above 5.0 is great. Each sector, like SaaS, has its own ideal MER based on business model and timeframe.

What is the difference between MER and ROAS?

MER and ROAS both gauge marketing success, but differently. ROAS looks at the income from each ad dollar spent. It focuses on the success of specific ad campaigns. MER, however, views all marketing efforts together for a broader perspective of ad success.

When should I use MER?

Use MER to see how all your marketing strategies are doing overall. It’s not about individual campaign success. MER helps with planning your budget, improving campaigns, and deciding where to use your resources.

How do I calculate MER in Funnel?

To find MER in Funnel, combine data from all ad platforms and your revenue info. Funnel makes it easy by pulling all this data together. With cost from ads and revenue data in Funnel, you can figure out your MER.

Is MER the only metric I should consider for assessing marketing performance?

While MER is key for understanding marketing efficiency, it’s not the only measure. Look at ROI, ROAS, and CAC too. These metrics offer insights into different marketing performance areas. Using them together can give you a full picture of how effective your marketing is.

What does MER tell me about the profitability of my marketing campaigns?

MER helps you see if your marketing is making money or costing too much. By checking it against benchmarks and past data, you understand if your campaigns are profitable. A high MER means more efficiency and profitability. A low MER might mean your strategy needs tweaking.

How can MER help with budget decision-making?

MER shows when marketing might be losing its touch. Watching MER trends helps decide how to spread out your budget. It doesn’t tell you where exactly to spend, but it does signal when to reconsider your marketing approach. Pairing MER with metrics like ROI and ROAS gives a deeper look into your marketing’s financial impact.
About the author
Editorial Team

Leave a Comment