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MER = Total ROAS = sales after returns ÷ spend

MER (marketing efficiency ratio) is the search term; our product noun is Total ROAS — Shopify sales after returns ÷ ad spend. Then break-even from margin, then one budget move. Deeper story on Product.

Definitions

Five terms.
One Monday job.

  • Total ROAS

    Shopify sales after returns divided by ad spend for the same window — what you kept over what you spent. Not order totals before returns. Not attributed revenue. Not path credit. Not “true ROAS.”

    Total ROAS = Shopify sales after returns ÷ ad spend

  • Break-even Total ROAS

    The efficiency floor from your profit margin — below it, ads lose money even if a platform ROAS looks healthy. You set margin; the desk computes the floor.

    break-even ≈ 1 ÷ profit margin

  • Allocation from cash

    A rules-based shift suggestion from channel efficiency versus break-even — auditable inputs, one call. We do not re-rank creatives by multi-touch credit.

    if Total ROAS < break-even → protect / shift mix

  • Budget call

    Spend in. Sales in. Total ROAS vs break-even. One allocation call. Done. Weekly cadence — not a live path dashboard.

    margin → spend → Total ROAS → one budget move

  • Paste spend

    No ad OAuth. Free path: paste Meta + Google daily spend from Sheets/CSV. SyncWith-class tools optional (you pay them). Full flow: Product · paste-first spend.

    paste Meta + Google → Total ROAS (sales stay on Shopify)

Product refuse

We don’t ship pixels or path

Defining Total ROAS is not a license to clone attribution suites. Why identity graphs fail after privacy: Why pixels fail.

  • No tracking pixels as a Mcfly product
  • No path / multi-touch / view-through “true ROAS”
  • No Triple Whale–style path credit as the core offer

Try the math

Run the formula.
Then install free from Support.

Free offline calculator for the same math — or install free for the Shopify desk from the App Store.

Install free MER calculator App Store Free when listed →