The Total ACOS (TACoS) Tracker is one of the most important tools for understanding the true impact of your advertising on your overall business. While standard ACOS only looks at ad spend vs. ad sales, Total ACOS measures your ad spend against your total revenue (organic + paid).
This allows you to see how your advertising is driving the "flywheel effect" and influencing your long-term organic growth.
Accessing the Total ACOS Dashboard
Navigate to the Analytics tab in the left-hand sidebar.
Select Total ACOS from the dropdown menu.
Key Metrics & Definitions
The Total ACOS table provides a SKU-level breakdown of how your ads interact with your organic sales:
| Metric | Description |
| Total ACOS | Your Ad Spend divided by your Total Sales. This is the "True ACOS" of your business. |
| Approx. Organic | An estimate of your sales generated without a direct ad click (Total Sales - Ad Sales). |
| Same SKU Ad Sales | Sales where the customer clicked an ad for this specific SKU and bought it. |
| Other SKU Ad Sales | Sales where a customer clicked an ad for this SKU but ended up purchasing a different SKU in your catalog (Halo Effect). |
| ACOS | Your standard advertising cost of sale (Ad Spend / Ad Sales). |
Why Monitor Total ACOS?
Monitoring TACoS at the product level helps you identify specific growth or decline phases for every SKU in your catalog:
1. Identifying the Flywheel Effect
If your Total ACOS is decreasing while your Total Sales are increasing, your advertising is successfully driving organic rank. Your products are becoming more "efficient" and less dependent on paid traffic.
2. Spotting "Ad Dependency"
If your ACOS looks good but your Total ACOS is rising, it often means your organic sales are shrinking. This indicates that you are paying for sales you used to get for free, and it may be time to investigate your organic keyword rankings.
3. Profitable Opportunity Identification
Low Total ACOS: These products are highly profitable and have strong organic traction. You may have room to increase your ad bids to capture even more market share without hurting your overall margins.
High Total ACOS: These products are heavily reliant on ads. You should consider optimizing your bids or improving the product listing to increase organic conversion.
Customizing Your View
Search and Filter
Use the Search Bar or Filters at the top left of the table to find specific SKUs, Brands, or Categories.
Global Date Range
Adjust the date range in the top right corner. Pro Tip: Look at Total ACOS over longer periods (30+ days) to account for the time it takes for advertising to impact organic ranking.
⚠️ Important Notes
Data Sources: This table aggregates product ad data from Sponsored Products and Sponsored Display alongside your total sales data.
Seller Token: To see organic and total sales data, ensure your Selling Partner Token is correctly linked in your account settings.
💬 Need Help?
Reach out to our Support Team anytime through the Live Chat bubble in the lower-right corner of the tool.