Data Dictionary

Overview

Marketing Efficiency Ratio (MER) measures total revenue generated for every dollar spent on advertising. It helps gauge overall marketing effectiveness and efficiency across all channels.

Formula

Insights and Actions

• Marketing Efficiency — A higher MER indicates better performance from ad spend.
• Budget Optimization — Guides decision-making on where to allocate marketing budgets.
• Performance Benchmarking — Useful for comparing campaigns or periods.
• Profitability Insight — Links marketing activity directly with revenue outcomes.
• Trend Analysis — Identify long-term improvements or inefficiencies in marketing ROI.

Detailed Breakdown

• Mer Total Revenue
• Total Marketing Spend

Suggested Dimensions

Related Metrics

Example Use

Query

SELECT ROUND(s.ads_net_sales / NULLIF(a.spends, 0), 2) AS mer FROM spends WHERE spends_date BETWEEN :start AND :end;