MER (marketing efficiency ratio)
DefinitionGrowth
MER (marketing efficiency ratio)
Marketing efficiency ratio, also called blended ROAS: total revenue divided by total marketing spend, no attribution involved. Cruder but harder to game than ROAS, and the metric many DTC brands steer by once they stop trusting platform numbers.
Evidence from the library
Marketing measures itself on only one side of the profit equationPrinciple50/50A roughly even 50/50 split between brand and performance spend delivers the highest total marketing ROI.StatTotal ROI judges a channel, marginal ROI decides where the next euro goesPrinciple47-59% brandMedia returns peak with roughly half to sixty per cent of the budget in brand buildingStat40% and 20%Most organisations have no agreed definition of what marketing effectiveness meansStat
Source
Marketing Definitions
standard DTC and e-commerce practice