Process

Collect channel data — Spend, revenue/conversions, and time period per channel
Calculate core metrics — MER, channel ROAS, blended CAC
Assess marginal efficiency — Where is each channel on its diminishing returns curve?
Assign channel roles — Primary driver, scaling channel, support channel, fill channel
Model reallocation scenarios — What happens if you shift $X from channel A to B?
Factor incrementality — Adjust for platform-reported vs actual incremental lift
Build forecast — Quarterly plan with seasonality and CPM trend context
Recommend moves — ICE-prioritized action plan with expected outcomes

Core Metrics Framework

Marketing Efficiency Ratio (MER) = Total Revenue ÷ Total Ad Spend (across ALL channels)

MER is the north star metric. Platform-reported ROAS overcounts because of attribution overlap — Google and Meta both claim credit for the same sale.