February 29, 2024 at 10:48:02 AM
A client facing bankruptcy in 2021 became profitable by adopting the Marketing Efficiency Ratio (MER) after discovering inflated ROAS led to losses. MER, contrasting total revenue with marketing spend, alongside third-party tool Northbeam, corrected attribution errors, ensuring data alignment. This strategic shift to MER, complementing ROAS, restored profitability, underscoring its importance for multi-channel advertisers.
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