The Attribution Problem
If someone clicks a Facebook ad, then searches later on Google and buys, both platforms claim 100% of the sale. If you trust in-platform ROAS, you will overspend.
Calculating MER
MER = Total Store Revenue / Total Marketing Spend. It’s an overarching view of how your ecosystem is performing. If your MER is 4.0, every $1 spent across all channels generates $4.
Measuring the Halo Effect
When you scale top-of-funnel Meta Ads, you will see a spike in Google Brand Search. Looking at MER helps you realize that Meta is driving the growth, even if Meta's direct ROAS looks bad.
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