Answer 7 questions and get an instant scorecard showing your MER, contribution margin, and where your profitability is leaking — with no email required.
Step 1 of 714%
Revenue & spend
Start with your last 30 days
These three numbers form the foundation of your MER calculation. Use total figures, not just one channel.
Total revenue (all channels)
£
Total paid social ad spend
£
Platform-reported ROAS
×
Cost of goods
What does each order actually cost you?
This unlocks your contribution margin — the profit remaining after product and fulfilment costs, before ad spend is deducted.
Average order value (AOV)
£
COGS per order (incl. fulfilment)
£
Customer mix
What percentage of sales are new customers?
New customer acquisition rate reveals whether your paid social is genuinely growing the business or recycling your existing base.
More than 70% new customers
Strong acquisition
50–70% new customers
Healthy balance
30–50% new customers
Skewing to retention
Less than 30% new customers
Heavy reliance on existing base
I don't track this
Attribution model
How are you measuring conversions?
Your attribution model determines how accurately you can read performance. Platform-reported ROAS and true MER can differ by 40–80% — this gap is critical.
Media mix modelling or incrementality testing
Gold standard
Blended MER (revenue ÷ total spend)
Most accurate
Last-click (GA4 or Shopify default)
Often misleading
Platform-reported only (Meta / TikTok)
Significantly over-reported
No formal attribution model
Overhead & operating costs
What sits between gross margin and net profit?
Exclude COGS — that's already captured. Include agency fees, SaaS tools, team costs, and any other regular operating expenses.
Monthly overheads & opex
£
Agency / management fees
£
Scaling behaviour
What happens when you increase budget?
This reveals the structural health of your account — creative depth, audience breadth, and whether there's genuine room to scale profitably.
MER stays stable or improves as we scale
Slight MER drop — still profitable above break-even
MER drops sharply — we hit a ceiling fast
We haven't tested scaling yet
Break-even clarity
Do you know your MER break-even point?
Your break-even MER is the minimum revenue-to-spend ratio needed to cover all costs. Knowing this number transforms scaling decisions from guesswork into strategy.