Unlike ROAS which tries to attribute a sale to a specific click (which becomes impossible with the end of third-party cookies), MER is a macroeconomic metric. Formula: (Total Company Revenue) / (Total Marketing Spend).
It is the metric of choice for CEOs and CFOs. It gives the true health of acquisition. If you double your TV budget, MER will tell you if this new expense has genuinely accelerated overall revenue growth, regardless of the final channel through which the user converted.
"Starting from Series A (or 1M€+ in Revenue), MER becomes our North Star metric. We design our media mixes (TV + OOH + Digital) to maximize overall MER. It's the only way to break the glass ceiling of pure performance and scale without destroying profitability."
Let's conduct an audit of your metrics together to identify your true growth levers.
