Library · Traffic · How to run this
Triple Whale MER cash gap is not contribution MER
|MER revenue $ − cash collected $| ÷ cash collected $ is the MER-vs-cash gap. Type both from one window.
Pair: MER-vs-cash gap on Traffic. Contribution twin: MER vs contribution. CAC twin: blended-CAC gap.
What you type
MER revenue $ — Booked revenue Triple Whale uses for MER in the window.
Cash collected $ — Settled cash collected on that same window (bank / processor).
Gap % = |MER revenue − cash| ÷ cash × 100. Fat gap % means reconcile booking vs settle — do not invent a gap chip.
What not to do
Do not invent gap %. Do not paste contribution MER into the cash field. Do not treat open refunds as cash collected. Do not blend channels when one path owns the skew.
Related: Traffic, MER vs contribution, blended-CAC gap, lag-adjusted MER.
Procedure
- Type MER revenue $ and cash collected $.
- Read gap %.
- Reconcile booking vs settle when gap % is material.
Failure modes
- Inventing gap %.
- Pasting contribution MER into the cash field.
- Treating open refunds as cash collected.
Worked example
None on this page yet. When one lands it will be a real case: what broke, the number, and what changed. Not a composite.
Glossary
- MER-vs-cash gap %
- |MER revenue $ − cash collected $| ÷ cash collected $ × 100.
Work with us — We run this job on your accounts. Services
FAQ
- Is this MER vs contribution?
- Contribution subtracts COGS/fees. [MER vs contribution](/manuals/triple-whale-mer-vs-contribution) is that door. Here you compare booked MER revenue $ to cash collected $.
- Is this blended-CAC gap?
- Different CAC books. [Blended-CAC gap](/manuals/triple-whale-blended-cac-gap) is CAC dollars. This page is MER revenue vs cash collected.
- What gap % should I invent?
- None. Pull MER revenue $ and cash collected $ from the same Triple Whale window.