Kunle Campbell explains the PROFIT framework and how the Marketing Efficiency Ratio (MER) serves as the primary metric for tracking marketing spend effectiveness.
Kunle Campbell explains the PROFIT framework and how the Marketing Efficiency Ratio (MER) serves as the primary metric for tracking marketing spend effectiveness.
Nick Shackleford discusses the shift from Facebook-specific ROAS to MER as a holistic measurement tool for e-commerce growth after the Apple privacy updates.
Chris Richards breaks down why Meta's attribution changes are making ROAS look worse and why MER is becoming the critical 'source of truth' for brands.