Performance and ROI

Performance metrics are the language you use to decide which campaigns are working. This page explains the key metrics — ACoS, TACoS, ROAS, and profit-aware ROI — so you can read your data correctly.

For live performance dashboards and analytics:

• Campaign Manager — top KPI row shows ACOS, ROAS, Orders, Clicks, and Impressions across your current filter selection
• Insights Hub Analytics — account-level True Profit metrics and detailed analytics

In this guide:

• Understand ACoS vs TACoS vs ROAS
• Learn profit-aware ROI
• How Hilal computes these metrics
• Where to view performance dashboards

Where to view your performance

Campaign Manager KPI tiles

Go to Advertising → Campaign Manager. At the top of the page, you’ll see KPI tiles showing:

• ACoS — Advertising Cost of Sale
• ROAS — Return on Ad Spend
• Orders — Total attributed orders
• Clicks — Total clicks
• Impressions — Total impressions

These metrics reflect your current filter selection and time range. See Campaign Manager for details.

Insights Hub Analytics

Go to Advertising → Insights and click the Analytics tab. You’ll see:

• True-profit KPIs (account-level)
• Per-campaign metrics table
• TACOS trend chart
• Launch Payback for new products
• Incrementality analysis
• Conversion Diagnostics

See Insights Hub — Analytics for step-by-step guidance.

Key metrics explained

ACoS (Advertising Cost of Sales)

ACoS = (Ad Spend / Attributed Sales) × 100

• Lower is better. An ACoS of 20% means you spend $0.20 to make $1.00 in attributed sales.
• Campaign-level metric. Tells you whether that specific campaign is profitable.
• Breakeven point: If your product costs $5 and you sell it for $10, breakeven ACoS is 50% (the other 50% covers product cost, fees, and profit).

TACoS (Total Advertising Cost of Sales)

TACoS = (Ad Spend / Total Sales) × 100

• Includes both organic and attributed sales in the denominator.
• Account-wide efficiency. Shows whether ads are lifting total sales or just shifting sales from organic to paid.
• TACoS « ACoS suggests a “halo effect”: your ads are also driving organic sales.
• TACoS ≈ ACoS suggests your ads are mostly replacing organic sales.

ROAS (Return on Ad Spend)

ROAS = Attributed Sales / Ad Spend

• The inverse of ACoS. A 400% ROAS means you earn $4 in attributed sales for every $1 spent on ads.
• Easier to reason about for some people: “we want to hit 4× ROAS” = “we want 25% ACoS.”

Profit-aware ROI

Hilal computes a deeper ROI that accounts for product cost and Amazon fees:

Profit per attributed sale = Sales − COGS − Amazon fees
Profit-aware ROI = (Profit per attributed sale / Ad Spend) × 100

Why it matters: A campaign with low ACoS (20%) but high COGS (80%) may have negative profit. Profit-aware ROI catches these false positives.

Setup required:

• Set SKU costs in Product master data
• Amazon fee data is auto-imported from your Seller Central account

Troubleshooting

• Profit-aware ROI shows “—” or blank. Either the SKU has no cost set in Product master data, or fee data hasn’t synced yet. Set the SKU cost in Product master data; re-check after the next Amazon fee sync.
• My ACoS numbers don’t match Seller Central exactly. Amazon attribution windows are 7 or 14 days; small mismatches at date range edges are normal. Also check your date range selection in Insights Hub — it may differ from Seller Central’s default.
• TACoS is much higher than ACoS. Ads are driving most of your sales. Either improve your organic listing (copy, images, price) or lower bids and accept lower ad volume.
• Can I see ACoS by keyword in Campaign Manager? Yes — go to Campaign Manager → Keywords tab to see keyword-level metrics.

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