We Grew A Pool Skimmer Brand by 60% Profitably By Tracking MER, Not ROAS

When we first started together, the Bettabot team was extremely focused on in-platform ROAS due to their previous agency relationship. Once we stopped optimizing for platform vanity metrics and started optimizing for the business, the path forward became obvious. A single source of truth and a clear MER target completely changed how we scaled, and the revenue followed fast.

Challenge

Bettabot was relying too much on in-platform ROAS to tell the whole picture of their business, and how to allocated budget between platforms. Despite healthy in-platform numbers, business revenue as a whole was not even close to what the platforms were reporting.

Solution

We immediately switched to a single source of truth and identified that they needed a Marketing Efficiency Ratio (MER) goal to determine marketing effectiveness. Once determined, the data told us to flip ad spend into Meta. We scaled Meta spend, even at a "lower" in-platform ROAS than Google. The results were almost immediate. We went into their peak season and saw an explosion in revenue.