Blended ROAS and MER calculator
Your ads bring back a certain amount for every euro you put in. That number is not your marketing result, because the agency, the apps and the consultants cost money too, and none of it shows up in Google or Meta. This free calculator takes what you sold, what you paid for ads, what you paid for everything else around marketing and your margin, and tells you how much is left after all of it, in euros. For those who know the terms: ads alone is blended ROAS, everything together is MER, and the verdict is judged on the second. Everything runs in your browser; nothing you type leaves the page.
Blended ROAS and MER calculator
Enter what you sold, what you paid for ads, what you paid for everything else around marketing, and your margin. The calculator tells you how much is left after marketing, not just after the ads. (For those who know the terms: ads alone is blended ROAS, all marketing cost together is MER.)
All three numbers start from what you actually sold, so tracking loss (iOS, cookies) never shrinks them. Ads alone says whether the ads pay; all costs together says whether marketing pays. Neither says which channel brought the sale.
How the blended ROAS and MER calculator works
- Blended ROAS = total revenue / total ad spend, across every platform at once.
- MER = total revenue / (ad spend + other marketing costs). Same revenue, wider denominator. With no other costs, MER equals blended ROAS.
- Break-even MER = 1 / gross margin. Below this, marketing as a whole loses money.
- Target MER = break-even × 1.4, leaving room for actual profit rather than survival.
- Gross profit per €1 of marketing = MER × margin, minus 1.
- Profit after marketing = revenue × margin, minus all marketing cost. The same verdict in euros.
Both ratios divide by actual total revenue, so tracking loss (iOS, cookie consent) never shrinks them, which is why they survive when platform-reported ROAS numbers disagree. The trap is judging on the narrower one: ads can be above break-even on their own while marketing as a whole is not, and the calculator says so in a sentence when that happens. What neither ratio can do is credit individual channels. The full explanation, including when MER misleads, is in our blended ROAS and MER guide.
From one blended number to profit per campaign
MER tells you whether marketing as a whole earns; it cannot say which campaign does. Enalitica computes your break-even from real cost data and shows POAS (profit on ad spend) next to ROAS for every campaign, where break-even is always simply 1.0. The POAS guide explains the difference.
Frequently Asked Questions
What numbers do I need for the blended ROAS calculator?
Four numbers: total revenue for the period, total ad spend across all platforms for the same period, your other marketing costs for the same period (agency retainer, tools, creative production, influencer fees, marketing salaries; enter 0 if you have none), and your gross margin. Revenue and spend come straight from your store and ad accounts; gross margin is revenue minus COGS, shipping and fees, divided by revenue.
What is the difference between blended ROAS and MER?
Blended ROAS divides revenue by ad spend only: Google, Meta, TikTok and the other platforms. MER (marketing efficiency ratio) divides the same revenue by every marketing euro, so ad spend plus agency fees, tools, creative and salaries. With no other costs the two are the same number. With a 25,000 euro agency and tooling bill on 125,000 euro of ad spend, a 4.0x blended ROAS is a 3.33x MER, and that is the number to judge profitability on, because those costs come out of the same gross profit.
Why does the blended ROAS calculator ask for gross margin?
Because a ratio alone cannot tell you whether marketing is profitable. Break-even MER = 1 / gross margin: at a 45% margin, break-even sits at 2.22x, so a 3x MER earns money while the same 3x at a 25% margin (break-even 4x) loses money on every euro of marketing. The calculator also turns this into euros: profit after marketing = revenue × margin, minus all marketing cost.
Does the blended ROAS calculator store my numbers?
No. The whole calculation runs in your browser; nothing you type is sent to a server, stored, or shared. Refreshing the page resets the inputs to the example values.