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Ad metrics

Articles about Ad metrics.

Marketing Efficiency Ratio (MER): One Formula, Two Denominators, and MER vs ROAS
Strategy12 min

Marketing Efficiency Ratio (MER): One Formula, Two Denominators, and MER vs ROAS

Marketing efficiency ratio (MER) divides all of your revenue by your marketing spend for the same period. Here is the formula, a worked example, the denominator choice that moves the number, and how to read MER beside platform ROAS.

High CTR Does Not Mean Your Ads Work: Test 10 Creatives, Track Conversions
Guides11 min

High CTR Does Not Mean Your Ads Work: Test 10 Creatives, Track Conversions

Automated bidding and AI optimization have inflated click-through rates, so a high CTR no longer proves an ad works. Here is what to measure instead, and why cheap creative testing finds the ad that actually converts.

What Is a Good ROAS? 2:1 vs 4:1, and Your Break-Even Floor
Guides11 min

What Is a Good ROAS? 2:1 vs 4:1, and Your Break-Even Floor

There is no universal good ROAS. Most advice lands between 2:1 and 4:1, but your floor is 1 divided by your gross margin. Channel benchmarks, the formula, and a worked example.