Your ACoS can look great while your whole business quietly leans on ads to make a sale. TACoS is the number that exposes it. Enter two figures and find out if your listing is carrying its own weight or renting every order.
TACoS · ACoS · organic share · prioritized fix list
TACoS is ad spend divided by total sales. The bands here are general guidance and vary by category, launch stage, and margin. A newly launched product runs a high TACoS on purpose, so read this against where your product is in its life.
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ACoS looks clean, so sellers relax. Campaign efficiency is fine, the dashboard is green, nothing feels broken.
Then you look at TACoS and the floor drops out. If half your sales are ad-driven, your listing isn't really ranking, it's renting. The day you pause ads, sales fall off a cliff, because organic was never doing the work. A great ACoS on a business that lives on ads is a comfortable lie.
TACoS tells you the truth in one number: how much of your total revenue depends on paid. This diagnostic reads that number and tells you whether to scale, hold, or go fix the listing first.
Total ad spend and total sales for the period. Add ad-attributed sales if you want your ACoS too.
TACoS against the total, ACoS against ad sales, and how much of your revenue is coming from organic.
Which band you're in, what it means, and the fix list in the order that actually moves the number.
TACoS is total advertising cost of sales: ad spend divided by total sales, both ad-driven and organic. ACoS is ad spend divided by ad sales only. ACoS tells you campaign efficiency. TACoS tells you how dependent your whole business is on ads.
Under ten percent usually means strong organic and room to scale. Ten to fifteen percent is healthy. Fifteen to twenty five is a watch zone where you shift toward organic. Above twenty five means ads are propping up the listing and the fix is organic, not more spend.
Fix the listing and organic rank before you touch bids. High TACoS almost always means weak organic conversion or ranking, so pouring more into ads just rents sales you should earn for free. Tighten title, images, and reviews, mine your search term report, then rebalance.
No. Ad spend and total sales are enough for TACoS and organic share. Ad sales is optional and only used to add your ACoS, so you can see campaign efficiency next to total ad reliance.
When ads carry too much of your sales, the leak is often in the queries you're paying for. Your search term report holds the wasted spend, hiding in plain sight. Run it through the Search Term Report Miner and get the dead keywords bucketed and ready to cut.
Mine My Search Term Report → Upload your report and get the wasted spend, bucketed and ready to fix.