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Stratégie & Scaling9 minJan 16, 2026Updated Jul 8, 2026

BN

Baptiste Noel

Metrikia

Why cutting your worst channel can collapse your entire revenue: MER, the guardrail metric

MER (Marketing Efficiency Ratio) catches what per-channel ROAS hides: cross-channel interactions. Why cutting a low-ROAS channel can collapse profit, marginal mROAS, when MER deceives you, and the decision workflow.

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