← Every exhibit
What does a MER boundary card look like?
| ID | Boundary | Revenue numerator | Spend denominator | Period | Result and limit |
|---|---|---|---|---|---|
| B-01 | Net whole-business MER | €480,000 net revenue | €120,000 total marketing spend | Q2 | 4.00x. Baseline blended ratio under the declared boundary. |
| B-02 | Gross whole-business ratio | €500,000 gross revenue | €120,000 total marketing spend | Q2 | 4.17x. The numerator changed; do not call it a performance lift against B-01. |
| B-03 | Media-only ratio | €480,000 net revenue | €80,000 paid-media spend | Q2 | 6.00x. Tools, agency, production, and other spend are outside this denominator. |
| B-04 | Channel ROAS-like row | €240,000 revenue attributed to one campaign | €80,000 paid-media spend | Q2 | 3.00x. This is attributed campaign return, not whole-business MER. |
| B-05 | Fully loaded MER | €480,000 net revenue | €150,000 total marketing plus agency, tools, and production | Q2 | 3.20x. A wider denominator lowers the ratio without proving weaker demand. |
| B-06 | Same boundary, later period | €510,000 net revenue | €120,000 total marketing spend | Q3 | 4.25x. Period changed, so compare only after checking mix, seasonality, and data completeness. |
Swipe or scroll horizontally if the table is wider than your screen.
Reference & Evidence
Source: Table from this essay. Sources and interpretation are given in the article.
Related exhibits
-
The marketing efficiency ratio boundary card
From the essay What is marketing efficiency ratio (MER)? A blended signal, not a causal answer
-
What does marketing efficiency ratio measure?
From the essay What is marketing efficiency ratio (MER)? A blended signal, not a causal answer
-
What does an activation-rate worksheet look like?
From the essay What is activation rate? The first value event must be observable