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MER benchmarks are useful because they judge marketing efficiency at the business level.
MER is total revenue divided by total marketing spend. If a store makes 120,000 in revenue and spends 30,000 on marketing, MER is 4.0.
A store should not copy another company's MER target without checking margin, repeat purchase rate, organic demand, fixed costs, and growth goals. A mature brand with strong organic demand may hold a higher MER. A newer brand may accept a lower MER while acquiring customers.
MER is especially helpful when platform attribution is messy. Instead of asking only which ad platform claimed the revenue, MER asks whether total spend is moving total revenue in a healthy way.
Use the MER Calculator at /tools/mer-calculator, then compare with Blended ROAS at /tools/blended-roas-calculator and ROI at /tools/roi-calculator.
MER benchmarks for ecommerce stores
MER benchmarks help ecommerce teams compare total revenue with total marketing spend at the store level.
MER is total revenue divided by total marketing spend. If a store makes 120,000 in revenue and spends 30,000 on marketing, MER is 4.0.
A store should not copy another company's MER target without checking margin, repeat purchase rate, organic demand, fixed costs, and growth goals. A mature brand with strong organic demand may hold a higher MER. A newer brand may accept a lower MER while acquiring customers.
MER is especially helpful when platform attribution is messy. Instead of asking only which ad platform claimed the revenue, MER asks whether total spend is moving total revenue in a healthy way.
Use the MER Calculator at /tools/mer-calculator, then compare with Blended ROAS at /tools/blended-roas-calculator and ROI at /tools/roi-calculator.
MER
ecommerce
Paid Marketing
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Useful tools
MER Calculator
Calculate marketing efficiency ratio from total revenue and total marketing spend for blended paid marketing performance.
Blended ROAS Calculator
Calculate blended ROAS from total revenue and total ad spend across channels.
ROI Calculator
Calculate ROI percentage and net return from revenue and investment cost.
ROAS Calculator
Calculate return on ad spend from ad revenue and campaign spend, then see how much revenue each dollar of advertising produced.
AOV Calculator
Calculate average order value from total revenue and number of orders for ecommerce, ads, and store performance reporting.
CPC Calculator
Use this free CPC calculator to estimate cost per click from total ad spend and clicks across paid marketing campaigns.