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

The other 99% of your business is dark to Meta’s AI — every in-store sale, every phone order. Here’s what it cost one brand to stop feeding that signal back.

There’s no magic ROAS target — it’s a number you calculate from two things ROAS can’t see: your prepaid mix and delivery success.