Marketing Efficiency Calculators
Calculators 3
Every other category here judges one channel at a time. This one judges the whole operation — which is the only view that survives when attribution stops working.
Next steps
Steering marketing as a whole, not channel by channel
The marketing efficiency ratio sets total revenue against total marketing spend across every channel, and its usefulness is inverse to how well your tracking works: precisely when platform ROAS figures are distorted by attribution gaps, the MER stays reliable — because it has nothing to attribute. It is the number to steer by, not to optimise directly. The budget allocation calculator then splits a fixed budget across channels by their efficiency, and the channel mix calculator compares where revenue actually comes from, which is how concentration risk becomes visible before it becomes a problem. Read together: the MER tells you whether the whole is working, the other two tell you where to move the money.