HOW SWITCHING TO MER FOR ADS SAVED MY CLIENT FROM BANKRUPTCY

Summary from the TLDR Marketing newsletter

Marketing Efficiency Ratio (MER) can be calculated by dividing Total Revenue by Total Marketing Spend in a specific timeframe. This metric is useful when running ads on multiple platforms, as each platform tends to over-attribute conversions to itself. Using MER as a North Star metric will reveal when a seemingly great ROAS is actually unprofitable.