Ad Profit Checker
MER · Blended ROAS · Track if your ads are making you money
Switch period to auto-scale your 30D data

What is MER (Blended ROAS)?

MER stands for Marketing Efficiency Ratio — also called Blended ROAS. It tells you how many dollars your business earns for every dollar you spend on advertising, across all channels combined.

A MER of 2.5× means every $1 in ads brings back $2.50 in revenue.

Why not just use Meta's ROAS? Meta regularly overcounts conversions by 30–60% due to iOS privacy changes and ad blockers. MER uses your actual revenue vs actual spend — no pixel, no guesswork.

What does this tool answer?

1. Am I making money on ads? Green = yes. Red = fix before spending more.

2. How much can I spend? Budget cards show exactly how much headroom you have.

3. Is it safe to scale? Scaling status tells you if net margin is in the healthy 15–25% range.

How to use it — step by step

1
Enter your gross margin. Profit after product cost and shipping, before ads. Enter once — breakeven MER is calculated automatically.
2
Enter your total revenue for the period from your sales platform or CRM. Use 30D as your primary view.
3
Enter ad spend per channel. Pull from Meta Ads Manager and Google Ads for the same date range. Enter the ROAS each platform claims too.
4
Hit Update Dashboard. Focus on MER, Net Profit, and Your Action Plan.
5
Act on the signal:
🟢 Scale — increase budget 15–20%, monitor 3 days.
🟡 Hold — don't add budget. Test creatives or bundles.
🔴 Cut — pause worst ad sets immediately.
6
Repeat every Monday. 5 minutes. Your sales platform + your ad accounts. One source of truth.
ℹ Enter your numbers below and hit Update Dashboard to calculate your MER (Blended ROAS).
⚠️
Platform ROAS is overcounting — here's the real picture
Enter This Period's Numbers manual · no pixel needed
Top-Line & Margin Inputs
 
Profit after product cost & shipping, before ads
— calculated from inputs
 
Breakeven MER
—
min to not lose money
Actual Net Margin
—
GM% minus ad spend %
Max Ad Spend %
—
of revenue before losses
Recommended to Scale
15–25% net
MER target: —
Enter GM to evaluate
Per-Channel Spend & Reported ROAS
Owned channel — no ROAS
MER / Blended ROAS
—
Enter spend to calculate
Total Revenue
—
this period
Total Ad Spend
—
all channels
Gross Profit
—
after COGS, before ads
Net Profit (after Ads)
—
gross profit − ad spend
Remaining Ad Budget
—
before breakeven
Channel Spend vs Revenue Attribution
ChannelSpend% of TotalReported ROAS
Spend Distribution
Your Action Plan
What Should I Do Next?
Budget Breakdown
Enter your numbers to see budget details.
MER — Marketing Efficiency Ratio (Blended ROAS)
Total Revenue ÷ Total Ad Spend. Your real measure of ad profitability — not pixel-dependent.
Breakeven MER
1 ÷ Gross Margin%. The minimum MER to cover cost of goods. Below this = losing money on ads.
How to update
Every Monday: revenue from your sales platform + spend from your ad accounts. 5 minutes.
This tool is free — and always will be.
If this helped you make a better ad decision — consider buying me a coffee. It keeps the tool free for everyone.
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Have feedback or a feature request?
Reach me at adprofitchecker@gmail.com. I read every message. Your feedback shapes what gets built next.