ACoS vs RoAS
Essential Amazon seller metric for profitability
ACoS and RoAS are mathematical inverses of the same metric. ACoS = Ad Spend / Ad Sales, expressed as a percentage where lower is better. RoAS = Ad Sales / Ad Spend, expressed as a ratio where higher is better. Convert with: RoAS = 1 / ACoS. A 25% ACoS equals a 4.0 RoAS.
Data Source
Advertising Reports
Update Frequency
Daily
Measurement Units
Percent / Ratio
Available at: Account, Campaign
ACoS = Ad Spend / Ad Sales × 100 · RoAS = Ad Sales / Ad SpendA campaign spent $500 and drove $2,000 in ad sales. • ACoS = 500 / 2000 × 100 = 25% • RoAS = 2000 / 500 = 4.0 Both numbers describe the same campaign. ACoS frames the spend as a tax on revenue. RoAS frames revenue as a multiple of spend. Same data, different mental model.
| Tier | Range / Signal |
|---|---|
| Good | 10% ACoS = 10.0 RoAS · 20% ACoS = 5.0 RoAS |
| Average | 25% ACoS = 4.0 RoAS · 33% ACoS = 3.0 RoAS |
| Watch out | 50% ACoS = 2.0 RoAS · 100% ACoS = 1.0 RoAS (break-even on revenue) |
ACoS vs RoAS is measured in Percent / Ratio and reported through Advertising Reports. Data is typically updated daily.
Note:
Same data, different framing. Amazon defaults to ACoS; Google/Meta default to RoAS.
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Related KPIs
Manufacturer's suggested retail price.
Current selling price on Amazon.
(List Price - Selling Price) / List Price * 100.
% change in demand / % change in price.
Your price vs. average competitor price.
Number of price changes in a period.
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