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Amazon ACoS vs. TACoS: Which Amazon Ad Metric Matters?

Written by
Vanessa Hung
Published on
February 9, 2024

Selling on Amazon means making sense of ad metrics, and you've likely come across ACoS and TACoS. ACoS, or Advertising Cost of Sale, measures how much you spend on ads for each dollar earned in sales.

TACoS, Total Advertising Cost of Sale, looks at ad spend against your total revenue. Choosing the right one can impact how you spend your ad dollars and grow your business.

Confused about which metric matters more for your business? Don't worry; our complete guide simplifies ACoS vs. TACoS, helping you make smarter ad decisions. Read on for clear insights.

Key Takeaways

Understanding Amazon Metrics

Understanding Amazon metrics is crucial for measuring the effectiveness of your advertising efforts.


ACoS (Advertising Cost of Sales)

ACoS stands for Advertising Cost of Sales. It's a key metric on Amazon that shows you how much you spend on ads for every dollar you make in sales. For instance, if your ACoS is 25%, for every $4 you earn, $1 goes back into advertising.

You use it to track the performance of your Amazon advertising campaigns.

Keeping an eye on ACoS helps you figure out if your ads are cost-effective or not. You want a low ACoS because it means your advertising spend is working well and not eating up all your sales money.

But don't just look at ACoS alone; it's one piece of the puzzle in understanding your overall online advertising health.

TACoS (Total Advertising Cost of Sales)

TACoS, or Total Advertising Cost of Sales, calculates the overall advertising investment compared to total sales generated. It provides a comprehensive view of how effectively your ad spending contributes to overall revenue.

By factoring in not just direct ad costs but also associated expenses like shipping and Amazon fees, TACoS offers a more complete picture of your advertising ROI.

Understanding TACoS is crucial for evaluating the true impact of your marketing efforts on profitability. This metric helps you gauge the efficiency of your advertising strategy beyond just immediate returns, giving insight into long-term performance and cost-effectiveness.

ROAS (Return on Ad Spend)

Calculating ROAS helps measure the effectiveness of your advertising campaigns by showing how much revenue is generated for every dollar spent on ads.

It's also a crucial metric for assessing the profitability and performance of your Amazon marketing efforts, allowing you to optimize your ad spending and maximize returns.

By focusing on ROAS, you can make data-driven decisions to allocate resources strategically and enhance the overall efficiency of your advertising strategy.

This metric provides valuable insights into which aspects of your advertising drive the most value, enabling smarter allocation of resources towards high-performing initiatives while cutting back on underperforming ones.

Read our guide to learn how to calculate Amazon RoAS.

The Importance of Tracking Metrics

Tracking metrics is crucial for identifying the profitability of your advertising efforts and improving overall advertising efficiency. By monitoring metrics such as ACoS and TACoS, you can make data-driven decisions to optimize your Amazon marketing strategy.

1. Identifying Profitability

To identify profitability on Amazon, calculate ACoS by dividing total ad spend by attributed sales and multiplying the result by 100. This gives you the percentage of sales spent on advertising.

Keep TACoS in mind, too, as it includes ad spend and non-advertising costs like shipping. Measure ROAS to understand how much revenue is generated for every dollar spent on advertising - a higher ROAS indicates better profitability.

Calculate your product's profit margin and consider whether ACoS aligns with your business goals.

Higher ACoS may be acceptable for high-margin products or during product launches, while low-margin items require careful monitoring to ensure advertising doesn't eat up profits.

Read our guide about Amazon PPC advertising to help boost your sales.

2. Improving Advertising Efficiency

To increase advertising efficiency, closely monitor ACoS and TACoS to assess the effectiveness of your ad campaigns. Implement targeted keywords and optimize product listings to boost visibility and enhance ROAS.

Experiment with different ad formats and placements to find the most cost-effective strategies.

Adjust bids based on performance data and leverage negative keywords to refine targeting. Regularly analyze metrics to identify trends, make informed adjustments, and maximize return on investment.

Choosing the Right Metric for Your Business

Consider your business goals, advertising budget, and the specific needs of your products or services when deciding between ACoS and TACoS. Combining key metrics can also provide a more comprehensive understanding of your advertising performance.

When choosing the right metric for your business, consider the following factors:

  1. Your Advertising Goals: Define whether you aim to maximize sales, increase brand visibility, or achieve a specific return on investment.
  2. Budget Allocation: Assess your budget constraints and how each metric aligns with your financial resources.
  3. Product Profitability: Evaluate how each metric reflects the profitability of your products and margins.
  4. Long-Term Strategy: Consider which metric best supports your long-term advertising and business objectives.
  5. Competitive Landscape: Analyze how each metric can help you stay competitive within your industry.
  6. Ad Campaign Objectives: Determine which metric best measures success based on the specific goals of each advertising campaign.
  7. Customer Acquisition Cost: Calculate how each metric influences the cost of acquiring new customers and retaining existing ones.
  8. Seasonal Variations: Account for how seasonal fluctuations may impact the effectiveness of different metrics in measuring ad performance.
  9. Platform-Specific Considerations: Recognize that certain metrics may be more relevant or accurate based on the advertising platform used.

Combining Key Metrics

To make well-informed decisions, combine ACoS and TACoS to gauge advertising effectiveness. Analyze ACoS for individual product performance and TACoS for total ad campaign assessment.

ROAS measures the overall return on ad investments, providing a comprehensive view of profitability.

By evaluating all three metrics collectively, you better understand your advertising efficacy. This approach helps refine strategies for enhanced sales and cost efficiency in Amazon marketing campaigns.


In conclusion, consider your business goals when deciding between Amazon ACoS and TACoS. Assessing profitability and advertising efficiency is crucial. Combine key metrics to get a comprehensive understanding.

Choose the metric that best aligns with your business needs for optimal results.

Optimize your Amazon advertising with our professional guidance. Explore our services to master ACoS and TACoS for your brand's success.

FAQs on Amazon ACoS vs. TACos

1. What is the formula for ACoS and TACoS?

ACoS (Advertising Cost of Sale): ACoS = (Ad Spend / Ad Revenue) x 100

TACoS (Total Advertising Cost of Sale): TACoS = (Ad Spend / Total Revenue) x 100

2. What is a good TACoS percentage?

A "good" TACoS percentage varies by industry and product, but typically, a lower TACoS indicates greater overall sales efficiency. Ideal TACoS values are often lower than ACoS and should align with your profit margins and overall business goals.

3. Is a higher or lower ACoS better?

A lower ACoS is generally better as it indicates that you're spending less on advertising to generate each dollar of revenue. However, the ideal ACoS depends on your profit margins, pricing strategies, and growth objectives.

4. What should my TACoS be for Amazon?

Your TACoS for Amazon should ideally be aligned with your overall profitability goals and the competitive landscape of your product category. There isn't a one-size-fits-all number, but you'll want to aim for a TACoS that allows you to maintain a healthy profit margin after accounting for all costs, including advertising spend. It's essential to analyze your cost structure and the effectiveness of your ads to determine the optimal TACoS for your specific situation.

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