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Paid social and ad creative

MER vs ROAS: Why Platform ROAS Can't Be Trusted Anymore

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Tracking parameters get stripped before they reach your store, and Meta and Google each report a ROAS that credits themselves. So judge ad spend the old way: MER (total revenue divided by total ad spend), total revenue and new customers, watched as a trend.

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Paid social & creativeOct 18, 2026 · 2 min read

Ad Attribution Is a Black Box: How to Measure Ad Spend With MER

UTMs and click IDs get stripped and every ad platform grades its own homework. Here is how DTC brands can still tell if their ad spend works: MER, total revenue and a trend you can trust.

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