Last but not least it is difficult to track the journey that a user takes after seeing ads. For example the user sees the advertisement in Meta Ads and saves the post. After a few days he sees the advertisement in Google Ads and after a few more days he searches in Google and makes the purchase from the organic display. This conversion is not attributed to the promotion channels.
A basically they had an impact in the purchase Job Function Email List decision. To evaluate the profitability of online campaigns it is recommended to follow the entire promotion activity. MER vs. ROAS Choosing the strategic perspective in measuring efficiency MER Marketing efficiency ratio is the marketing efficiency ratio and deals with total revenues divided by total advertising expenses from all marketing channels. It's similar to ROAS return on ad spend.
The difference here is that we're dealing with totals without breakdowns by ad or channel because we want to understand the holistic and cumulative effects of our entire marketing efforts. When you move from ROAS to MER you leave behind the issue of attribution and instead focus on overall efficiency. In addition solve the problem of excessive optimization for campaigns focused on conversions.