MER Calculator
Divide total revenue by total ad spend across every channel to calculate your marketing efficiency ratio (MER).
Use MER Calculator
MER is not profit, channel attribution or a universal performance benchmark, and currencies are not converted. Free, no sign-up. Runs in your browser; nothing you enter is uploaded.
How to use it
See how much total revenue you earn per unit of ad spend. Count every sale, not just ad-platform sales, and all paid media for the same period.
- Pick a period and enter total revenue from your store or accounts.
- Enter total ad spend across all paid channels for the same period.
- Read your MER: 4.43x means 4.43 of revenue per 1 of ad spend.
- Copy the result and compare periods using the same spend definition.
Formula
MER = total revenue ÷ total ad spend
Use one period and one currency for both totals
Example
Skincare brand, India
One month of store revenue against Meta, Google and marketplace ad spend.
- Total revenue
- ₹18,60,000
- Total ad spend
- ₹4,20,000
Questions
What is MER in marketing?
MER, the marketing efficiency ratio, is total revenue divided by total ad spend for the same period. Organic, email and repeat sales count alongside ad sales.
How is MER different from ROAS?
ROAS uses the revenue a platform credits to its own ads, and platforms can claim the same order. MER uses your real revenue total once against all ad spend. Use ROAS to compare campaigns and MER as a whole-business check.
Is MER the same as blended ROAS?
Usually, yes, when both use all revenue and all ad spend. Teams define the terms differently, so check what is included before comparing figures.
Should I divide by ad spend or total marketing spend?
This calculator uses paid media spend. Including agencies, tools and content gives a lower ratio. Keep one definition across periods.
What MER do I need to cover my ad spend?
Gross profit covers ads when MER reaches 1 divided by your gross margin: 2.50x at 40% margin, about 2.22x at 45%. That covers ads only, not salaries or rent. The break-even ROAS calculator does this division.
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