How Mercidia measures performance
We standardize revenue, spend, fulfillment costs, and attribution inputs so recommendations are evaluated on real contribution, not vanity metrics.
Profit-first measurement
Mercidia treats marketing performance as an operating system problem, not a reporting problem. We reconcile ad spend, conversion sources, and margin assumptions into one decision layer so every recommendation can be judged by expected profit impact.
Revenue inputs
We align revenue windows across storefront, attribution, and paid media sources so performance comparisons are consistent.
Cost drivers
Fulfillment, product cost, platform fees, and marketing spend all flow into the same denominator before automation rules are allowed to act.
Measurement blueprint
Define your measurement window
Pick a consistent period so revenue, spend, and logistics costs line up. Most teams use the last 30 days or the trailing calendar month.
- Lock the timeframe before pulling any data
- Exclude one-off launches unless you can isolate their costs
- Reconcile refunds or chargebacks inside the same window
Collect every cost driver
Marketing ROI is only as good as your denominator. Include ad spend, fulfillment & logistics, product costs, and any other variable fees tied to the revenue stream.
- Marketing spend should match the channels included in revenue
- Logistics covers shipping, warehousing, and handling fees
- Product costs include COGS or wholesale fees
- Other variable expenses capture agencies, payment fees, or incentives
Calculate contribution & ROI
With inputs standardized, convert everything to contribution margin, ROI percentage, and efficiency ratios. These roll directly into the TRUE ROAS workflows downstream.
- Contribution = Revenue − Total variable costs
- ROI = Contribution ÷ Total variable costs
- Efficiency ratio = Revenue ÷ Total variable costs
See the full data flow
Want to understand permissions, API boundaries, and how synced data enters the product? Start with the collection flow, then compare plans or open a trial workspace.