MER and CAC from your store
Marketing efficiency ratio is store revenue divided by all ad spend: one number no platform can inflate. New-customer CAC uses first orders from Shopify, not platform-reported conversions.
Gran. Ads Free and Pro
Which spend makes money, and which only makes revenue.
Meta and Google each grade their own homework. Gran Ads puts their spend next to the orders in your store, calculates the ROAS each campaign needs to break even on your margins, and sorts campaigns into the ones to fix and the ones with room to grow.
On Gran Free: the last 7 days. On Pro: your full history, every range and year-on-year.
Platform ROAS is not a business metric
Every ad platform counts conversions with its own window and its own rules, and every one of them claims a share of the same order. Add up what Meta and Google say they drove and the total is often more than you sold.
The fix is not a better attribution model. It is to judge spend against two things the platforms cannot see: what your store actually took in, and what each order is worth after costs.
What Gran Ads shows you
Break-even ROAS for every campaign
Gran works out the ROAS at which an order covers its variable costs and its acquisition cost, from your own contribution per order. Each campaign is shown against it, so “ROAS 2.1” becomes “losing money” or “profitable” at a glance.
Campaigns to fix and campaigns to scale
Campaigns below break-even with meaningful spend are flagged to fix or cut. Campaigns well above it, with steady volume, are flagged as headroom: where the next rupee or dollar most likely earns its keep.
Spend tied to products
Campaigns, ad sets, ads and Google ad groups map to the products they sell, so Gran Products shows profit after ads for each one, and Gran Ads shows what each campaign sells.
Meta and Google in one view
Spend, impressions, clicks, purchases and purchase value by campaign, for both platforms, on the same date range and the same comparison period as the rest of the business.
Influencers, by full cost
Each influencer’s fees, gifted product, commission and the ads run on their content, against the sales their tracked links and codes verifiably brought in. Ranked by return, with a next step and a payout statement for each.
Gran Journeys
Who starts, helps and closes each sale, from the visits Shopify records behind every order. Compare data-driven, first click, last click, position-based and linear side by side with what the platforms report, then choose the model Gran uses for ROAS. Pro.
Gran Tests
Tests Gran plans for you from your own data: pause ads or COD in the states whose returns cost most, lower Google brand bids, or hold Meta prospecting out of a few states to see what it truly adds. Gran writes the steps, watches a guardrail and reads the result against a control. Pro.
WhatsApp and email, claimed against verified
WhatsApp and email platforms count as marketing cost. Each shows what its platform claims beside the revenue in orders it actually touched, any touch and last touch, with ROAS on its plan and messages. Klaviyo, Mailchimp and Brevo connect for campaign results.
Order-level UTMs
Shopify records the landing page and UTM tags of each order’s first visit. Gran groups revenue by source and medium straight from orders, so you can see what tagged traffic actually bought.
The numbers
- Ad spend
- MER
- New-customer CAC
- Break-even ROAS
- Platform ROAS
- CPM
- CTR
- CPC
- Revenue by UTM source
Where the data comes from
Read-only connections. Gran never changes anything in your accounts.
Try it free, without an account
These calculators answer the same questions with numbers you type in. Gran Ads answers them every day from your live data.
Google Ads wasted spend audit
Upload a search terms report and get the phrases wasting spend, a ready-to-paste negative keyword list and projected monthly savings.
Incrementality test designer and readerPlan a holdout or geo test with the right length and size, then read the result: true lift, significance, incremental CPA and ROAS.
Media plan and budget allocatorSplit a budget across channels by marginal ROAS, find the profit-maximising spend, and phase it across the sale calendar.
Marginal ROAS and scaling calculatorFind the spend level where the next rupee or dollar stops paying back, before your P&L finds it for you.
The terms, defined
- MER (marketing efficiency ratio)
- MER is total revenue divided by total marketing spend across every channel.
- ROAS (return on ad spend)
- ROAS is the revenue attributed to advertising divided by the cost of that advertising.
- Break-even ROAS
- Break-even ROAS is the return on ad spend at which an order covers its variable costs and its acquisition cost, leaving zero profit.
- Blended CAC
- Blended CAC is total marketing spend divided by all new customers, whatever channel they came from.
- Incrementality
- Incrementality is the share of results that would not have happened without a marketing activity.
- Attribution window
- An attribution window is the period after an ad click or view during which a platform will credit a purchase to that ad.
Questions
Does Gran do multi-touch attribution?
Yes, on Pro. Gran Journeys reads the visits Shopify records behind each order, matches tags to your campaign, ad set and ad IDs, and shows how sure it is and splits the same sales under data-driven, last click, first click, position-based and linear models, beside what Meta and Google report. Gran recommends a model from how much journey data you have, and you can make any of them your default. It works from Shopify’s own visit data with nothing to install; add the Gran Pixel, Gran’s first-party pixel for your Shopify store, and every visit is joined to its order.
Can Gran prove what is incremental?
Yes, on Pro. Gran Tests suggests and plans tests from your own data: pausing Meta prospecting in a few states (a geo holdout), pausing ads or COD where returns cost most, or lowering Google brand bids. It lists the steps, watches a guardrail on total sales every day, and reads the result against how those states tracked the rest of the country, with a 90% range. Journeys also shows whether Meta spend lifts branded searches, as a pattern to test.
Which ad platforms are supported?
Meta (Facebook and Instagram) and Google Ads today. Both are read-only: Gran never changes a campaign or a budget.
Why does my MER differ from platform ROAS?
MER uses all store revenue and all ad spend, so it includes organic and repeat orders and every platform’s spend. Platform ROAS uses only the revenue that platform claims. MER is the steadier number for budget decisions; ROAS is useful inside a platform.
What does Gran Free include?
Gran Ads for today, yesterday and the last 7 days. Pro adds every range and year-on-year comparisons.
The rest of Gran
Profit analyticsGran ProfitWhat you actually made, after every cost.Free: last 7 daysPro: full historyProduct profitabilityGran ProductsThe profit in every product, not just the revenue.ProCustomer analyticsGran CustomersWho comes back, when, and what to send them.ProRTO analyticsGran DeliveryReal RTO by courier and pincode, and the COD cash still out there.ProSearch analyticsGran SearchWhere your visitors come from, and what they searched for.Pro
Gran.
Start with 7 days of Gran Pro
No card needed. Connect Shopify, Meta and Google in a few minutes, or look around the sample brand first. After the trial, Gran Free keeps the last 7 days of Home, Gran Profit and Gran Ads for as long as you like.
Start free, with 7 days of ProExplore the sample brand
Pro from ₹2,499 or $33 a month, billed yearly. Pricing
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