TACoS vs RoAS
Essential Amazon seller metric for profitability
TACoS (Total Advertising Cost of Sales) measures ad spend as a percentage of your total sales, organic and paid combined. RoAS (Return on Ad Spend) measures the revenue generated for every dollar of ad spend. TACoS is your portfolio-level efficiency signal. RoAS is your campaign-level return signal. Use both.
Data Source
Advertising + Business Reports
Update Frequency
Daily
Measurement Units
Percent / Ratio
Available at: Account, Brand, Campaign
TACoS = Ad Spend / Total Sales × 100 | RoAS = Ad Sales / Ad SpendYou spent $2,000 on ads. Those ads drove $8,000 in ad-attributed sales. Total sales (organic + paid) were $20,000. RoAS is 8000 / 2000 = 4.0 (you earn $4 for every $1 spent). TACoS is 2000 / 20000 × 100 = 10%. RoAS says the campaigns are efficient. TACoS says advertising is claiming 10% of your top line, which is healthy for a mature brand.
| Tier | Range / Signal |
|---|---|
| Good | TACoS 8-15% and RoAS 4x+ — mature brand, strong organic |
| Average | TACoS 15-25% and RoAS 2-4x — most Sponsored Products setups |
| Watch out | TACoS 25%+ and RoAS under 2x — advertising is compressing net margin |
TACoS vs RoAS is measured in Percent / Ratio and reported through Advertising + Business Reports. Data is typically updated daily.
Note:
Track both: RoAS to tune bids, TACoS to catch ad dependence.
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Compare TACoS vs RoAS with
Benchmarks in profitability
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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