Measurement
MER vs ROAS: How to Create an MER Target That Actually Means Something
Delivered ROAS is decided by the auction, not by you. Breakeven MER can be derived: 1 divided by contribution margin. Here is the full loop I run against it.
Craig Graham
Co-Founder and CEO, Grayvault Consulting
Silver ContributorCraig Graham is the co-founder of Grayvault Consulting, a paid media and attribution consultancy working across e-commerce, lead generation, and healthcare. He has spent 15 years running paid media (Search, Shopping, PMAX, YouTube, Meta/Facebook, ChatGPT, and others) accounts, with a focus on the measurement and account-structure problems that show up once spend gets serious. He works mostly with complex, multi-location and high-spend advertisers, and writes about attribution, experiment design, and the gap between what platforms report and what actually drives revenue.
Writes with Craig Graham
Paid MediaAI & Automation
2Articles
2026Since
Craig Graham is Founder.
Filed by Craig Graham
Measurement
How to Run a Paid Search Experiment You Can Actually Trust
How to design a Google Ads experiment you can trust, choose the goal metric that keeps you honest, and act on a result that comes back inconclusive.