What is blended MER?

Admaxxer is a DTC analytics platform with built-in Meta + Google ad ops. Anyone running paid on more than one channel eventually asks: what is blended MER? It stands for Marketing Efficiency Ratio, and the blended version is the most honest single metric for DTC — total revenue from every source divided by total paid spend across every platform in the same window. ## The short answer Blended MER (Marketing Efficiency Ratio) is total revenue divided by total paid ad spend across every channel. It is the cleanest top-line measure of whether your full paid mix is profitable, since it is not confused by platform-specific attribution windows. ## Full answer ### The formula ``` Blended MER = Total Revenue / Total Paid Ad Spend ``` - **Total revenue** — every dollar you collected in the period, including organic, email, direct, and paid-driven orders. - **Total paid ad spend** — Meta + Google + TikTok + any other paid channel, summed. No exclusions. If you did $500,000 in revenue and spent $125,000 on ads, blended MER = 4.0. ### Why blended beats platform ROAS Every ad platform reports ROAS through its own attribution window (Meta defaults to 7-day click / 1-day view; Google gives credit across its network). Channels overclaim when you view them in isolation — add up every platform's self-reported revenue and you will often see 120% of your actual business. Blended MER uses the denominator the business actually cares about: top-of-account revenue versus top-of-account spend. ### How Admaxxer computes blended MER Admaxxer pulls total revenue from your pixel and from connected revenue sources (Shopify webhooks, GA4). Total paid spend comes from Meta Ads insights, Google Ads GAQL reports, and any other connected platform. The ratio is computed daily and exposed as a time-series chart plus a current-period KPI on the dashboard. You can filter by store, campaign objective, or date range. ### Using blended MER to make decisions - A blended MER below your target (often 2.5–3.5 for DTC) means the full paid mix is underwater before COGS. - A rising blended MER with flat spend usually signals a winning creative cycle worth scaling. - Pair blended MER with **incremental MER** (paid cohorts vs organic control) to separate what paid is actually adding on top of baseline demand. ## Related questions - [What is CAPI match rate?](/faq/what-is-capi-match-rate) - [Which Shopify events does Admaxxer track?](/faq/which-shopify-events-does-admaxxer-track) - [Can the AI agent pause or launch campaigns?](/faq/can-the-ai-agent-pause-or-launch-campaigns)