A measure of overall marketing efficiency calculated as total revenue divided by total marketing spend across all channels combined, as opposed to ROAS calculated for a single channel or campaign in isolation.
Why it matters
Channel-specific ROAS can be misleading in isolation, since channels interact — a brand campaign might not show strong direct ROAS but could be lifting performance across other channels. MER captures overall efficiency at the total-spend level, which is harder to game by shifting credit between channels.
In a sentence
"Individual channel ROAS looked mixed, but blended MER across our total marketing spend was healthy, which mattered more for the overall budget conversation."
Related terms
- Often confused with: ROAS (Part One, Category 1) — ROAS is typically calculated per channel or campaign; MER/blended ROAS is calculated across total marketing spend and total revenue, which accounts for cross-channel effects that channel-specific ROAS can miss).
- Synonyms: Blended ROAS.