Advertising Cost of Sale (ACOS) tells you how efficient a campaign is. Total Advertising Cost of Sale (TACOS) tells you how healthy your business is. The distinction is where most marketplace strategies quietly break.
ACOS only measures ad-attributed sales. Optimize it in isolation and you'll starve the very campaigns that drive organic ranking — the compounding asset that lowers your blended cost over time.
TACOS measures ad spend against total revenue. A healthy, declining TACOS means advertising is buying organic position, not renting it. That's the signal a real growth system is working.
We set TACOS targets by product lifecycle stage — aggressive during launch, efficient at maturity — and let ACOS float within guardrails. The result is velocity that becomes rank, and rank that becomes margin.
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