True Ad Return Calculator
What are my ads really returning, versus what each platform claims?
Also known as: Blended MER vs platform ROAS calculator
Last month
Blended MER
- What the ad platforms claim (ROAS)
- 4x
- Revenue over-claimed
- 12%
- Contribution after ads
- ₹6,75,000
- Meta: ROAS · gap
- 4x · +0%
- Google: ROAS · gap
- 4.4x · +4%
- Other: ROAS · gap
- 2x · -4%
Platforms' total vs what the store made.
57% of spend, 57% of claimed revenue.
36% of spend, 39% of claimed revenue.
7% of spend, 4% of claimed revenue.
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How it works
How does the True Ad Return Calculator work?
MER (marketing efficiency ratio) is total store revenue ÷ total ad spend. Each platform's ROAS uses the revenue that platform claims, and platforms often claim the same sale.
- MER = all store revenue ÷ all paid spend.
- Over-claim = how far the sum of platform-reported revenue exceeds actual store revenue.
- Gap = a channel's share of claimed revenue minus its share of spend.
- Contribution after ads = store revenue × gross margin − ad spend.
Worked example
Store revenue ₹25 lakh; Meta ₹4 lakh spend claiming ₹16 lakh, Google ₹2.5 lakh claiming ₹11 lakh, other ₹50,000 claiming ₹1 lakh. MER is 3.57×; the platforms together claim 4.0× and 12% more revenue than the store made. Contribution after ads at 55% margin is ₹6.75 lakh.
Limits
MER includes revenue that would have come anyway; it isn't the incremental return of ads. Use holdout or geo tests for that.
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This free calculation runs locally and is a planning aid, not financial, tax or legal advice. Nothing you type leaves this page unless you choose to save it.