Let the P&L lead
Net MER, contribution profit and growth plans built around commercial reality.
This desk is about the decision that sits above every campaign: whether the growth being bought is worth having. It covers marketing efficiency ratio and its denominator, contribution profit after product cost, discounts, shipping, payment fees and returns, and the weekly review that connects a platform's numbers to what the business can actually fund.
Read it when a target ROAS looks fine and cash still feels tight, when finance and marketing report different revenue for the same month, or when a budget increase is on the table and nobody has written down what would make the team stop.
Start here
Before MER goes in the board pack, marketing and finance need a written inclusion list for the denominator. The ratio is only comparable if that spend policy is fixed, restated when it changes, and read next to contribution profit.
Newest first
Profit-first growth
ROAS can steer delivery inside an ad platform. Profit decides whether the resulting growth is worth buying.
