How is MER different from ROAS?

ROAS compares attributed revenue with channel ad spend. MER compares total company revenue with the full marketing investment.

There is no universal target. Set it from contribution margin, retention, growth stage, and cash-flow requirements.

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Marketing Efficiency Ratio (MER) Calculator

MER compares total revenue with total marketing spend for the same period. It complements channel ROAS with a blended business-level efficiency view.

Last updated 6 August 2026

Total revenue

₹

Total marketing spend

₹

Target MER (optional)

Enter your numbers

Results update instantly as you type.

MER = Total revenue ÷ Total marketing spend

Use revenue and marketing spend from the same period, including media, agency, creative, and technology costs consistently.

Trend MER with contribution margin, new-customer revenue, retention, and incrementality.

Use channel ROAS for platform optimisation and MER for company-level efficiency.

₹30,00,000 revenue from ₹6,00,000 total marketing spend produces a 5× MER and a 20% marketing-cost share.

Marketing mix modelling with Meridian — Google for Developers; accessed 2026-08-06

We connect channel decisions to MER, margin, and incremental outcomes.

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