ACoS & TACoS Profit Calculator
Calculate ACoS & TACoS, derive a max allowed ACoS from margin & fees, and use the traffic light as a PPC profit guardrail.
Note: results are not made indexable via URL parameters. Canonical: https://tools.snapsoft.de/en/tools/acos-tacos
Who is this for?
- PPC managers deriving ACoS limits from profit logic
- Sellers/finance teams who want to clearly separate and interpret ACoS vs TACoS
- Teams that need quick guardrails for campaign scaling decisions
ACoS vs TACoS: a profit guardrail, not just a campaign ratio
ACoS measures ad spend relative to ad-attributed sales. TACoS uses the same ad spend, but divides by total sales (organic + paid).
This calculator returns ACoS, TACoS and a “max allowed ACoS” derived from margin & fees — plus a traffic light as a quick profit guardrail (optional returns haircut).
Calculator
Max 6 inputs, clear outputs. Everything runs locally in your browser.
Inputs
Advanced options
Result
How it works
ACoS = ad spend / ad-attributed sales. TACoS = ad spend / total sales (organic + paid).
Max allowed ACoS (guardrail) = (margin% − fees%) × (1 − return rate%). Returns are modeled as a simplified haircut (rule of thumb).
Signal: green if ACoS ≤ max. Yellow up to +10% above max. Red above that. Disclaimer: TACoS is not an official Amazon-reported metric (definitions vary) — use it consistently as a trend.
Quick conclusion
- ACoS is campaign-close (attributed sales), TACoS is business-close (total sales) — using both gives a better picture.
- The “max allowed ACoS” is a quick profit guardrail derived from margin & fees (optional returns haircut).
- Next step: set a target ACoS below the max and track TACoS consistently as a trend.
Sources & notes
Disclaimer: assumptions, fees and policies can vary and change. Always verify critical values in official sources (marketplace, supplier, payment provider).
FAQ
What’s the difference between ACoS and TACoS?
ACoS uses ad-attributed sales only. TACoS uses total sales (ad + organic). That’s why TACoS can go down even if ACoS stays stable — e.g. when organic sales grow.
Is TACoS an official Amazon metric?
No. TACoS is commonly used as “Total ACoS”, but it’s not a standardized Amazon-defined metric. Definitions can vary (time range, sales definition, attribution). Use TACoS primarily as a trend — consistently with your own definition.
How should I enter margin and fees?
Either enter gross margin% (before fees) + fees% — or, if you already use a contribution % target “after fees”, set fees% to 0. The key is avoiding double counting.
What does “max allowed ACoS” mean here?
It’s a unit-economics guardrail: roughly how much ad cost share you can afford before your profit block (margin minus fees, optionally reduced by returns) is used up. It’s a limit, not a target.
Do you store inputs?
No. Everything runs locally in your browser.
Turn it into a repricing rule in SnapTrade
If you want ACoS/TACoS guardrails to be persistent (monitored and translated into pricing/repricing rules): SnapTrade can automate that.