Educational unit economics
Ecommerce MER & CAC calculator
Use monthly net ecommerce revenue after refunds and returns to model blended marketing economics. This is not a vendor calculator, attribution model, accounting advice, or proof of incrementality.
Interpret with care
MER can improve while underlying channel efficiency gets worse.
Use blended MER with cohort, attribution and incrementality analysis. These outputs do not identify which channel caused revenue, separate new from returning-customer revenue, or establish incrementality.
Visible formulas
- MER = net revenue ÷ marketing spend
- Blended CAC = spend ÷ new customers
- Revenue per order = net revenue ÷ orders
- Gross profit = net revenue × gross margin
- Contribution after marketing = gross profit − spend
- Break-even MER = 1 ÷ gross margin as a decimal
- Spend share = spend ÷ net revenue × 100
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