The one metric that tells you if your marketing is actually working.

Hey there, it’s Patrick!

I wanted to make sure we’re on the same page about a metric we look at constantly, but most brands ignore: Marketing Efficiency Ratio (MER).

Oftentimes, I see brands getting obsessed with in-platform metrics like ROAS.

The problem is, every platform is going to over-report.

Meta will say one thing, Google will say another, and if you add it all up, it’s often more than your total revenue. You’re flying blind.

MER cuts through the noise. It’s your single source of truth for marketing performance.

Here’s the simple math: Total Revenue ÷ Total Ad Spend = MER

That’s it. It’s a blended number that tells you, for every dollar you put into marketing, how many dollars in total sales you get back.

It’s the big picture.

So here’s what I’d recommend.

This week, I want you to track your MER on a daily or weekly basis.

Create a simple spreadsheet. Column A is the date, Column B is your total ad spend across all platforms, Column C is your total Shopify revenue, and Column D is your MER.

When you start scaling your ad spend, if your MER holds steady or improves, you know your efforts are efficient.

If your MER starts to drop, it’s a sign that you’re hitting a point of diminishing returns, no matter what your in-platform ROAS is telling you.

This is how you scale with confidence. Does that make sense?

Talk soon,

Patrick O’Driscoll

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