ROAS, MER & Breakeven

Revenue-per-dollar sounds like profit until margin walks in. Learn where the line really is.

One-minute refresher

ROAS = campaign revenue ÷ campaign spend. It counts revenue, not profit.
Breakeven ROAS ≈ 1 ÷ margin. At 25% margin you need 4× just to tread water.
MER = ALL revenue ÷ ALL marketing spend — the blended sanity check on attribution's stories.
Profit = revenue × margin − spend. Run it before celebrating any ROAS.

ROAS = revenue ÷ spend · breakeven ROAS = 1 ÷ margin