𝗥𝗢𝗔𝗦 (𝗥𝗲𝘁𝘂𝗿𝗻 𝗼𝗻 𝗔𝗱 𝗦𝗽𝗲𝗻𝗱): measures the revenue generated for every unit spent on advertising.

Great for optimizing individual campaigns or channels !

In my experience, focusing only on ROAS can lead to tunnel vision.

It often overlook how one channel affects others in your funnel

𝗠𝗘𝗥 (𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗘𝗳𝗳𝗶𝗰𝗶𝗲𝗻𝗰𝘆 𝗥𝗮𝘁𝗶𝗼): gives a broader view of your marketing

= 𝘛𝘰𝘵𝘢𝘭 𝘴𝘢𝘭𝘦𝘴 𝘳𝘦𝘷𝘦𝘯𝘶𝘦 (𝘰𝘷𝘦𝘳 𝘚𝘱𝘦𝘤𝘪𝘧𝘪𝘤 𝘵𝘪𝘮𝘦) / 𝘛𝘰𝘵𝘢𝘭 𝘔𝘈𝘙𝘒𝘌𝘛𝘐𝘕𝘎 𝘴𝘱𝘦𝘯𝘥 (𝘰𝘷𝘦𝘳 𝘵𝘩𝘦 𝘴𝘢𝘮𝘦 𝘱𝘦𝘳𝘪𝘰𝘥, 𝘢𝘤𝘳𝘰𝘴𝘴 𝘢𝘭𝘭 𝘤𝘩𝘢𝘯𝘯𝘦𝘭𝘴)

Helps you understand how all efforts work together.

Using MER to evaluate the overall efficiency of your marketing efforts.

ROAS gives the details, MER gives the big picture

Together, they drive growth.