Tracking the Marketing Efficiency Ratio (MER) is crucial for all of our eCommerce clients. Because it provides a clear, high-level view of how effectively marketing spend are translating into revenue.

MER = Total Revenue ÷ Total Marketing Spend

Also known as ROAS at the blended level, MER shows how many dollars we make for our clients for every dollar we spend on marketing across all channels (paid and organic combined).

📉 Example:
• Total revenue: $300,000
• Total marketing spend: $100,000
• MER = 3.0

We maintain a healthy MER (usually >3) which allow us to scale the ad spend while keeping customer acquisition cost (CAC) under control. It shows how our entire marketing engine is performing and acts as a profitability pulse-check for our clients

ECommerce marketing isn’t just about acquiring traffic or increasing overall sales — it’s also about understanding what products are truly driving profitable, scalable growth. And, that’s where most of the agency miss out scaling the marketing.

Product analytics is important for us because we understand that not all products are equally profitable. Some products may generate high sales volume but may have thin margins, high return rates, or complex fulfillment or support costs. It also helps us filter out high-revenue but low-profit SKUs — and scale those that bring healthy contribution margins.

Our scaling strategy also involves finding the true winning products & combos by analyzing which SKUs have the highest ROAS or LTV, lead to repeat purchases, or trigger other product sales in a cart etc. Below is what our sample product analytics look like

Product analytics can also complement the creative strategy. Identifying the hero products to lead with in ad creatives, high-performing bundles and product pairings often results into higher AOV and cart value from our customers.

We also use product analytics to recommend related items post-purchase, cross-sell frequently bought together items on PDPs or cart show personalized bundles in email or SMS flows, Below is the list of key metrics that we track

To build a profitable and scalable eCommerce business, we as eCommerce experts, must understand what’s happening at every stage of the customer journey—from discovery to purchase and beyond. Tracking funnel metrics gives us the visibility needed to optimize performance, reduce waste, and let out clients grow smarter. Tracking funnel metrics helps us understand:

• Which channels are best for acquisition?
• Which ones are better for retargeting or retention?
• Where the CAC is the lowest? And, where the new customer quality is the highest?

Overall, this helps us allocate budget more strategically, rather than blindly scaling based on platform ROAS alone. We often use reverse engineering to predict the CAC based on funnel & channel metrics. Want 1,000 purchases? You’ll need X sessions and Y spend.

Someone has said it very correctly – You can’t improve what you don’t measure. Not tracking the right KPIs is almost like making decisions blindly, risking wasted budget and missed opportunities. That’s why, at Digital Ashva Marketing inc. we believe in data-driven decisions. 

Not all metrics matter equally to our clients and tracking random data creates noise, not insight. So, tracking data helps us and our clients focus on meaningful metrics such as new customer ROAS vs blended ROAS, customer acquisition cost (CAC), conversion rates at each funnel stage, retention and repeat purchase rates

Tracking detailed funnel and cost metrics allows us smarter budget allocation, prevents us from reckless spending and reduced profitability. Here is our generic data-tracking framework that we use for our clients

We encourage our clients to invest in a centralized platform that collects, normalizes, and visualizes all of their marketing, sales, and customer data in one place—across all channels and platforms.

Why It’s Important?

It’s important because it eliminates confusion between platforms: Meta says you got 200 purchases. Google claims 150. Shopify shows 120. Who’s right? With an attribution tool like TripleWhale, NorthBeam or Hyros, it’s easier to get deduplicated, cross-channel attribution—so we are not double-counting or flying blind.

Besides, It also helps track holistic KPIs such as LTV, CAC, MER, blended ROAS, new vs returning customers, cohort performance—all in one dashboard.

SEO for our clients goes beyond their website. Platforms like Meta, Instagram, TikTok, and even Shopify etc. now have built-in shops where users browse and buy without leaving the app. That means our SEO efforts must extend beyond our clients’ sites to include these storefronts too.

These “mini-stores” rely heavily on the product feed. The richer the feed, the better these platforms understand the products. Modern SEO also includes user behavior and engagement signals. Ratings, reviews, likes, comments, shares, saves—all of these are signals that algorithms use to rank products.

Bottom Line: Modern SEO = On-site optimization + Feed optimization + Social shop visibility + UGC signals.

For different clients, we have customized in-house CRO framework for optimizing the conversion rate across different modules of the website. It traverses from home page through PDPs to post-purchase experience via checkout funnel. We also rely on different tools to measure the efficacy of our conversion optimization efforts across different modules. Some of these tools are Clarity, Mixpanel, GA4, Convert etc.

Follow this link to Grab Our 10-Step DTC Growth Framework — Free PDF Download

In today’s fast-paced digital landscape, eCommerce success depends not just on your product or brand — but on how effectively you adapt to constant platform-level changes. If a brand is not continuously learning, testing, and integrating platform-native innovations, they’ll be left chasing outdated tactics in an algorithm-driven world. Below are some of our out-of-the box strategy that we have used in the past to scale 

Pinterest board strategy: We created niche Pinterest boards with SEO-optimized titles and descriptions to significantly increase organic visibility. By organizing content, feed-based & manual, into specific categories and re-pinning strategically, we were able to boost engagement by 300% and and followers by 350% in just 6 months. This approach also turns Pinterest into a long-term traffic and brand discovery engine.

Surfing method on Facebook Ads: The Surfing Method is a gradual scaling strategy that avoids triggering Facebook’s learning phase reset. By increasing budgets slowly (7–10% every 2–3 days) and avoiding major edits, it maintains campaign stability. This ensures consistent performance while scaling profitably.

Leveraging Golden Hours on Facebook: Facebook Ads has two key “golden hours” when it spends more aggressively—morning (7–10 AM) and evening (4–11 PM, peaking at 7–9 PM). To maximize performance, align your budget increases with these time windows. When using the Surfing Method, adjust budgets just before golden hours to ride the momentum.

Superset Targeting in Google: We have used the findings that search heavily complements the PMax campaign and combining performing asset groups into a superset asset groups helps improve the performance

Tools & Integrations: Using different tools & extensions to boost sales such as Gorgias for livechat, Wisepops for pop-ups and offers, Bold upsell, Judge.me reviews for reviews integration into Shopify, Meta & Google Ads, BundleBuilder for best performing bundles etc. 

We are expert in devising out-of-the-box strategies devised to our clients’ needs and requirements. These were some of our strategies that we have used in the past to scale the marketing effort. We have many more. 

And if you’d like to explore how Digital Ashva Marketing could work for your store, I’d love to chat. No pressure, just a helpful conversation. Book a Free Discovery Call with Us