True Omnichannel MER is Adbuffs’ measure of real efficiency — net-delivered revenue across D2C, marketplace, and quick-commerce, over fully-loaded spend.

True Omnichannel MER is Adbuffs’ measure of real efficiency — net-delivered revenue across D2C, marketplace, and quick-commerce, over fully-loaded spend.

This shows up in every high-repeat category sooner or later, and sanitary pads are a clean example because people reorder within weeks. We ran into it on one account. Excluding existing buyers to chase new ones made the algorithm perform worse, not more targeted. Leaving them in fixed that, but for a reason that turned out to be its own problem.