ROASfinity Get early access

MER vs ROAS on one page

If a client only reads one paragraph of your report, it should explain why two numbers that sound alike disagree.

Measurement and reporting · 4 min read · Updated 2026-10-07

The short version

  • ROAS is what a platform credits to its own ads divided by what you spent there.
  • MER is total store revenue divided by total marketing spend.
  • ROAS ranks ads inside one platform. MER judges the month.

Why they disagree

  • Each platform uses its own window and may claim the same order.
  • Some orders come from channels no platform sees.

Three lines for the report

  • MER for the month, with the formula and the break-even line.
  • Platform ROAS per channel, with the attribution window written beside it.
  • One sentence saying platform figures overlap and must not be added.
The longer MER vs ROAS guide has the full explanation and a made-up example.

Tick it off

Your ticks stay in this browser only.

Read next

Templates and checklists

An outline for a monthly client report

A monthly report should answer one question first and show its work second. This outline keeps the headline number honest and the supporting detail easy to check.

6 min read Templates and checklists

A UTM audit checklist for client accounts

Untagged or inconsistent links are the quiet reason analytics cannot say where visits came from.

5 min read

Guides on this topic

MER vs ROAS: which number an agency should report

Platform ROAS tells you how an ad platform scores itself. MER tells you how the business did. A client review needs both, clearly labelled.

6 min read

Break-even MER vs break-even ROAS

Both numbers answer the same question, how much revenue each unit of spend must bring to avoid a loss, but at two different levels.

6 min read
Built for shop owners, creators and agencies. Stock photos, not customers.

Run the next client review from one screen.

We open one agency at a time, with your own accounts connected read-only first.

Request access

How we plan to price it