Media Efficiency Ratio (MER)

MER (media efficiency ratio, also marketing efficiency ratio or blended ROAS) is total revenue divided by total marketing spend across all channels, measured at the business level rather than per campaign. Unlike channel-level ROAS, it does not rely on click attribution, so it sidesteps the over- and under-counting introduced by cookie loss and walled gardens — making it a steadier north-star for budget decisions in a privacy-first era. Typical 2026 DTC benchmarks run roughly 3x-5x, with mature subscription brands often above 6x.

Source: triplewhale.com