Measurement · 05 Demo · synthetic data
Executive MER dashboard
What did we book against what we spent?
Cash MER against platform ROAS over time, with a break-even line set by contribution margin and a fail-closed week when the data isn't complete.
Executive MER dashboard
Twenty-six weeks of a synthetic brand. Cash MER is what leadership spends against.
Cash MER, last 4 weeks
2.95×
First 4 weeks 3.98×
Platform ROAS, last 4 weeks
4.39×
Sum of platform claims
Break-even MER
3.33×
At 30% contribution margin
Weeks below break-even
7 of 25
Complete weeks only
Platform view
Cash basis
| Line | Value |
|---|---|
| Booked net sales | $307,313 |
| Total spend | $100,552 |
| Search: spend · platform-claimed revenue | $29,651 · $152,920 |
| Social: spend · platform-claimed revenue | $56,543 · $247,912 |
| Video: spend · platform-claimed revenue | $14,358 · $34,455 |
| Cash MER · platform ROAS | 3.06× · 4.33× |
In this synthetic brand, platform-claimed returns drift up while cash MER drifts down: the platforms are crediting themselves with more of the same sales. Steering by the dashed line would keep adding spend into a falling return.
Synthetic numbers generated in your browser. Not client or employer data.
How to read it
What the demo is showing
Cash MER is booked net sales divided by total spend. Platform ROAS is what the ad platforms say they drove. The gap between the lines is over-claiming.
Break-even MER is one over contribution margin. Move the margin and see how many weeks were really profitable.
A week with incomplete data shows as a gap. It stays blank until it is complete instead of showing a wrong number.
The shift from MTA to macro-measurementHow I'd reconcile platform numbers with cashNext demo: MMM budget reallocationAll demos