Measurement
MER vs ROAS: which number to manage to
MER vs ROAS comes down to scope: MER judges all ad spend against all revenue, while ROAS judges one channel's spend against…
Blog topic
Measurement guides.
Guides to the numbers behind e-commerce growth: MER, ROAS, break-even ROAS, contribution margin, CAC and LTV, GA4 for online stores, UTM conventions and attribution. They show how to tell whether ads are actually making money after product costs, shipping and returns, and how to set targets from your own margins. Each guide links to the matching free calculator, so you can run the numbers for your store as you read.
Free growth audit
Find out what’s holding your store back.
Tell us about your store. We’ll review your tracking, campaigns and SEO and send you a written audit with the top fixes, ranked by impact.
- Written audit as a PDF, delivered within 2 workdays (see a sample)
- A video meeting to go through it, if you want to discuss next steps
- Free and no obligation
- Read-only access or screenshots are enough