Free calculator

TACoS calculator

Enter ad spend and total sales (ad + organic) to see Total Ad Cost of Sales — how much advertising costs relative to the whole business.

How TACoS is calculated

TACoS = (ad spend ÷ total sales) × 100. Unlike ACoS, the denominator includes organic revenue, so successful ads that lift organic rank often improve TACoS over time even if ACoS stays elevated.

Falling TACoS with stable or rising total sales usually means paid demand is compounding into organic share.

TACoS % = (ad spend ÷ total sales) × 100
ACoS uses ad sales only; TACoS uses total sales
Track both when scaling Amazon or branded search

Reading ACoS and TACoS together

High ACoS with improving TACoS can be healthy during growth. High ACoS with rising TACoS often means ads are not creating durable organic lift — revisit offers, creative, and margin.

Frequently asked questions

What is TACoS?

Total Ad Cost of Sales is ad spend as a percentage of total sales (paid and organic). It measures advertising cost relative to the whole revenue pie.

How do you calculate TACoS?

Divide ad spend by total sales, then multiply by 100. Example: $2,000 ad spend and $40,000 total sales → TACoS = 5%.

What is a good TACoS?

Lower TACoS is generally better if total sales and profit hold. Healthy brands often see TACoS decline as organic share grows; the right level still depends on margin and growth goals.