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2 min read

The North Star Strategy: Proving Agency Impact via Attribution
Jan 9, 2026 by Scott Desgrosseilliers
2 min read

Why High Meta ROAS Doesn't Always Equal More Revenue
Jan 8, 2026 by Scott Desgrosseilliers
2 min read

How to Double New Customers While Reducing Ad Spend
Jan 6, 2026 by Scott Desgrosseilliers
4 min read

Drowning in Dashboards? Why You Need Better Decisions, Not More Data
Dec 31, 2025 by Scott Desgrosseilliers
4 min read

The Most Important Metric in Your Business (and Why You Aren’t Tracking it Correctly)
Dec 29, 2025 by Scott Desgrosseilliers
4 min read

The 3 Mistakes Killing Your Top-of-Funnel Performance - A Wicked Reports Deep Dive
Dec 26, 2025 by Scott Desgrosseilliers
4 min read

Why Your ROAS Is Lying to You (and How to Fix It in 48 Hours)
Dec 24, 2025 by Scott Desgrosseilliers
4 min read

The Fastest Path to Lower nCAC: Fix the Meta Signal, Not the Creatives
Dec 22, 2025 by Scott Desgrosseilliers
4 min read

The Growth Ceiling Trap: Why Meta Rewards the Wrong Campaigns and How to Fix the Bias
Dec 19, 2025 by Scott Desgrosseilliers
4 min read

Stop Wasting 40% of Ad Spend on Existing Customers
Dec 17, 2025 by Scott Desgrosseilliers
4 min read

The Hidden Cost of Bad Attribution: Quantify the Risk
Dec 15, 2025 by Scott Desgrosseilliers
4 min read

The Retargeting Trap: More New Customers on Half the Spend
Dec 12, 2025 by Scott Desgrosseilliers
4 min read

Stop Waiting. Start Scaling. Our Latest Platform Updates Are Live!
Dec 11, 2025 by Scott Desgrosseilliers
4 min read

The Direct Conversion Black Hole: Why 40% of Your Revenue Is Untracked (And How to Fix It)
Dec 11, 2025 by Scott Desgrosseilliers
4 min read

Eternal Tracking: Why 7-Day Cookies Kill Ecommerce Growth
Dec 9, 2025 by Scott Desgrosseilliers
4 min read

How Huha Scaled from $1M to $30M Escaping the 8Figure Attribution Trap
Dec 5, 2025 by Scott Desgrosseilliers
4 min read

How to Use MER as a North Star Metric to Scale Revenue

By Scott Desgrosseilliers on Sep 5, 2024 11:32:18 AM

How to Use MER as a North Star Metric for Profitable Ad Scaling

Update Note: In an era where iOS updates and cookie depreciation have caused massive signal loss for marketers, relying solely on platform-specific ROAS is dangerous. This is why shifting to MER (Marketing Efficiency Ratio) is the most reliable North Star Metric for 2025 and beyond.

Not enough marketing teams spend the time to get aligned with the boss on a north star metric and it wreaks havoc and causes stress...and nobody wants that!

Topics: Wicked Reports Data Driven Strategy Wicked Scott Framework ROAS vs MER Marketing Efficiency Ratio
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