The Marketing Efficiency Report provides comprehensive insights into your marketing performance metrics, including profitability, revenue, and channel-specific metrics.
Overview
This report allows you to analyze your Marketing Efficiency Rating (MER), Return on Ad Spend (ROAS) across multiple platforms, revenue streams, and contribution margin. The data can be viewed in different time periods including daily, weekly, monthly, quarterly, yearly, or by day of week.
Column Definitions
Revenue and Profitability Metrics
| Column | Description |
|---|
| Contribution Margin | The profit remaining after subtracting variable costs (including ad spend if configured). Calculated using store-specific settings for monthly costs, per-order costs, and percentage costs. |
| ECommerce Revenue | Total revenue generated from your eCommerce store, excluding refunds when configured. |
| Total Spend | Sum of all marketing and advertising costs across all platforms. |
| Marketing Efficiency Rating (MER) | The ratio of total eCommerce revenue to total marketing spend. Calculated as Revenue ÷ Spend. Higher values indicate more efficient marketing. |
| Acquisition Revenue | Revenue attributed to new customers only. |
| Acquisition Spend | Marketing spend specifically allocated to acquiring new customers. |
| Acquisition MER (aMER) | The ratio of new customer revenue to acquisition spend. Calculated as New Revenue ÷ Acquisition Spend. Measures efficiency of customer acquisition efforts. |
Amazon Metrics
| Column | Description |
|---|
| Amazon Revenue | Total revenue generated through Amazon marketplace. |
| Amazon Acq. Revenue | Revenue from new customers acquired through Amazon. |
| Amazon Spend | Total advertising spend on Amazon's platform. |
| Amazon MER | The ratio of Amazon revenue to Amazon ad spend. Calculated as Amazon Revenue ÷ Amazon Spend. |
| Amazon aMER | The ratio of new customer Amazon revenue to Amazon ad spend. Measures efficiency of customer acquisition on Amazon. |
Each advertising platform has three standard metrics:
Facebook
| Column | Description |
|---|
| Facebook Ad Spend | Total amount spent on Facebook advertising. |
| Facebook Conversion Value | The total revenue attributed to Facebook ad campaigns. |
| Facebook ROAS | Return on Ad Spend for Facebook campaigns. Calculated as Conversion Value ÷ Ad Spend. |
Google
| Column | Description |
|---|
| Google Ad Spend | Total amount spent on Google advertising platforms. |
| Google Return | The total revenue attributed to Google ad campaigns. |
| Google ROAS | Return on Ad Spend for Google campaigns. Calculated as Return ÷ Ad Spend. |
Bing
| Column | Description |
|---|
| Bing Ad Spend | Total amount spent on Microsoft Bing advertising. |
| Bing Return | The total revenue attributed to Bing ad campaigns. |
| Bing ROAS | Return on Ad Spend for Bing campaigns. Calculated as Return ÷ Ad Spend. |
AppLovin
| Column | Description |
|---|
| AppLovin Ad Spend | Total amount spent on AppLovin mobile advertising platform. |
| AppLovin Conversion Value | The total revenue attributed to AppLovin ad campaigns. |
| AppLovin ROAS | Return on Ad Spend for AppLovin campaigns. Calculated as Conversion Value ÷ Ad Spend. |
Criteo
| Column | Description |
|---|
| Criteo Ad Spend | Total amount spent on Criteo retargeting and display advertising. |
| Criteo Conversion Value | The total revenue attributed to Criteo ad campaigns. |
| Criteo ROAS | Return on Ad Spend for Criteo campaigns. Calculated as Conversion Value ÷ Ad Spend. |
Pinterest
| Column | Description |
|---|
| Pinterest Ad Spend | Total amount spent on Pinterest advertising. |
| Pinterest Conversion Value | The total revenue attributed to Pinterest ad campaigns. |
| Pinterest ROAS | Return on Ad Spend for Pinterest campaigns. Calculated as Conversion Value ÷ Ad Spend. |
Snapchat
| Column | Description |
|---|
| Snapchat Ad Spend | Total amount spent on Snapchat advertising. |
| Snapchat Conversion Value | The total revenue attributed to Snapchat ad campaigns. |
| Snapchat ROAS | Return on Ad Spend for Snapchat campaigns. Calculated as Conversion Value ÷ Ad Spend. |
TikTok
| Column | Description |
|---|
| TikTok Ad Spend | Total amount spent on TikTok advertising. |
| TikTok Conversion Value | The total revenue attributed to TikTok ad campaigns. |
| TikTok ROAS | Return on Ad Spend for TikTok campaigns. Calculated as Conversion Value ÷ Ad Spend. |
Rakuten
| Column | Description |
|---|
| Rakuten Commissions | Fees paid to Rakuten for affiliate marketing or marketplace sales. |
| Rakuten Conversion Value | The total revenue attributed to Rakuten. |
| Rakuten ROAS | Return on commissions paid to Rakuten. Calculated as Conversion Value ÷ Commissions. |
Other
| Column | Description |
|---|
| Other (Manual) Spend | Manually entered marketing expenses that don't fit into the other platform categories. |
Report Features
- Automatic Column Hiding: Platforms with no data are automatically hidden from the report view
- Comparison Mode: Compare current data with previous periods
- Goals Integration: Compare actual performance against defined goals
- Multiple Time Period Views: View data by day, week, bi-weekly, month, quarter, year, or day of week
- Visualizations: Includes charts for MER and aMER trends with goal comparisons
- Currency Formatting: All monetary values are displayed in your store's currency
Interpreting Results
- MER > 1: Your marketing is generating more revenue than cost
- ROAS > 1: The specific ad platform is generating more revenue than cost
- Positive Goal Colors: Indicates metrics that are meeting or exceeding goals
- Negative Goal Colors: Indicates metrics that are falling short of goals
Technical Details
The calculation logic includes handling of:
- Currency formatting based on store settings
- Revenue definitions that can include or exclude tax and shipping
- Contribution margin calculations that can include or exclude customer acquisition costs
- Comparison metrics with color coding against goals or previous periods
- Averages calculations across the selected date ranges