What Are ACoS and TACoS?
ACoS (Advertising Cost of Sales) measures how much you spend on ads for every dollar of ad-attributed revenue. It is the primary metric Amazon sellers use to evaluate PPC campaign efficiency.
TACoS (Total Advertising Cost of Sales) zooms out to show ad spend as a percentage of your total revenue — including organic sales. A declining TACoS with stable or growing revenue is a sign that your paid advertising is successfully building organic momentum.
Together, ACoS and TACoS give you a complete picture: ACoS tells you how efficiently your ads convert, while TACoS tells you how dependent your business is on paid traffic.