Blended MER Benchmark · stores doing USD 1M+/year
We publish a benchmark for stores doing USD 1M+/year once enough stores have connected to make it trustworthy and fully anonymous. You can still calculate your own blended MER below - and connecting your store helps build this benchmark.
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What This Means
Reading your blended MER
What blended MER actually measures
Blended MER is your total revenue divided by your total ad spend across every platform. A blended MER of 4 means you generated 4 dollars of revenue for every 1 dollar spent on ads. Because it uses business-wide totals, it is not distorted by which platform claims a sale.
Why blended, not platform ROAS
Each ad platform reports its own ROAS and often claims credit for the same order, so platform numbers add up to more revenue than your store actually made. Blended MER sidesteps attribution entirely by comparing real store revenue to real total spend.
What a healthy number looks like
A healthy blended MER depends on your gross margins. Low-margin physical goods usually need a higher MER to stay profitable than high-margin digital or subscription products. Use the distribution above as a directional guide, then track your own trend over time.
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Common Questions
Frequently Asked Questions
What is a good blended MER for an ecommerce store?
It depends on your gross margin, but as a directional guide many ecommerce stores aim for a blended MER between 3 and 5. Below roughly 2 is usually unsustainable once you account for cost of goods, fulfilment, and overhead. High-margin businesses can stay profitable at a lower MER than low-margin commodity sellers.
How is blended MER calculated?
Blended MER equals your total revenue divided by your total advertising spend across all channels. If you made 200,000 in revenue and spent 50,000 on ads, your blended MER is 4. It is the inverse of ad spend as a percentage of revenue.
How is blended MER different from ROAS?
ROAS is reported per platform and relies on attribution, so multiple platforms can each take credit for the same sale. Blended MER uses your real store revenue and your real total spend, so it cannot be inflated by attribution overlap or tracking changes.
Where do these benchmark numbers come from?
The distribution is computed from real, aggregated data across connected MerchantFlow stores, refreshed regularly. We only publish a segment once enough stores have connected for the result to be statistically meaningful and fully anonymous, and we show the exact number of stores behind each figure. No individual store is ever identifiable. Until a segment reaches that threshold, we show a 'gathering data' state instead of a number.
Do you store the numbers I enter?
No. The revenue and ad spend you type into this calculator are processed in your browser to show your position and are not saved by the tool. If you choose to enter your email for the detailed breakdown, only your email and which tool you used are recorded.
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MerchantFlow pulls spend from Meta, Google, TikTok, and Snapchat and calculates your real blended MER every day - broken down by channel, product, and campaign. Connect your store to see your true number and how it changes since yesterday.
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