Table Table 1 Growth that compounds 6 September 2026

What does marketing efficiency ratio measure?

Field	Decision the field controls	Failure when it is hidden
Revenue numerator	Gross, net, recognized, or collected revenue	Returns, refunds, taxes, or timing can move the ratio
Spend denominator	Media only, total marketing, or fully loaded spend	Two teams can report different MER values for the same business
Period	Month, quarter, campaign window, or fiscal year	Revenue and spend can be matched to different demand states
Currency and unit	EUR, USD, account, region, or consolidated business	A ratio can mix unlike units or exchange-rate treatments
Inclusion rule	Brand, performance, influencers, tools, agencies, production, or salaries	The denominator can shrink while the label stays the same

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Source: Table from this essay. Sources and interpretation are given in the article.

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What is marketing efficiency ratio (MER)? A blended signal, not a causal answer

Marketing efficiency ratio is total revenue divided by total marketing spend for a declared period. Keep the numerator and denominator visible.

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Isoglu, S. (2026). What does marketing efficiency ratio measure? [Table]. isoglu.com. https://isoglu.com/insights/exhibits/isoglu-2026-what-is-marketing-efficiency-ratio-fig01/

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@misc{isoglu-2026-what-is-marketing-efficiency-ratio-fig01,
  author = {Isoglu, Sinan},
  title = {{What does marketing efficiency ratio measure?}},
  year = {2026},
  howpublished = {Table 1, isoglu.com},
  url = {https://isoglu.com/insights/exhibits/isoglu-2026-what-is-marketing-efficiency-ratio-fig01/},
  note = {From the essay {What is marketing efficiency ratio (MER)? A blended signal, not a causal answer}}
}

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