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Glossary · Measurement

What is Blended ROAS?

Also known as MER.

Definition

Blended ROAS is total revenue from all sources divided by total advertising spend across all platforms. It is sometimes called MER (marketing efficiency ratio). Because it ignores per-platform attribution claims, it cannot be inflated by two channels taking credit for the same order, which makes it the number most operators end up managing to.

How it is calculated

Blended ROAS = Total revenue ÷ Total ad spend

What to know

The trade-off is that blended ROAS tells you nothing about which channel deserves credit. It is a scoreboard, not a diagnosis, so it works best alongside platform figures rather than instead of them.

It also includes organic and returning-customer revenue, so a business with strong repeat purchase will show a flattering blended number even while paid acquisition is unprofitable.

Related terms

ROASROAS (return on ad spend) is the revenue generated by advertising divided by the amount spent on it. A campaig...Attribution windowAn attribution window is the period after seeing or clicking an ad during which a conversion is still credited...IncrementalityIncrementality is the share of conversions that genuinely happened because of advertising, rather than convers...

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