Performance and ROI
Performance & ROI is where you stop tweaking budgets and start asking “is this campaign making me money?” Hilal pulls every Amazon-reported metric and overlays your own COGS to compute true profit per attributed sale.
In this guide:
- Open the performance dashboard
- Understand ACoS vs TACoS
- Read profit-aware ROI
- Compare campaigns
- Drill to keyword level
Step 1: Open the performance dashboard
Go to Advertising → Performance in the sidebar.
You see three charts (spend over time, sales over time, ACoS over time) and a campaign-level table beneath.
Step 2: ACoS vs TACoS
| Metric | Formula | What it tells you |
|---|---|---|
| ACoS | Ad spend / attributed ad sales × 100 | The campaign-level efficiency. Lower = better. |
| TACoS | Ad spend / total sales × 100 | Account-wide efficiency. Includes organic sales. Tells you whether ad spend is lifting overall sales or just shifting them from organic to paid. |
| ROAS | Attributed ad sales / ad spend | The inverse of ACoS, expressed as a multiplier. |
If TACoS is much lower than ACoS, your ads are also driving organic sales — the halo effect. If TACoS is roughly equal to ACoS, your ads aren’t helping organic.
Step 3: Profit-aware ROI
Standard ACoS uses gross sales as the denominator. Profit-aware ROI subtracts COGS and Amazon fees first:
Profit per attributed sale = Sales − COGS − Amazon fees − ad spend
Profit-aware ROI = Profit per attributed sale / ad spend × 100This requires SKU costs (set them in Product master data) and Amazon fee data (auto-imported from your Seller account). Hilal surfaces the profit-aware ROI column next to ACoS in every campaign-level view, so you can spot campaigns with low ACoS but thin margins.
Step 4: Compare campaigns
The campaign-level table can be sorted by any metric. Sort by profit-aware ROI descending to find the campaigns making the most money — not just the ones with the lowest ACoS.
Tick two or more campaigns and click Compare to overlay their performance charts.
Step 5: Drill to keyword level
Click a campaign row → the detail page → Targeting / Keywords tab. Each keyword shows impressions, clicks, CTR, conversion rate, attributed sales, ACoS, and (where margin data is available) profit-aware ROI.
Sort by ACoS descending to find your wasteful keywords; tick them and Pause in bulk.
Troubleshooting
- Profit-aware ROI shows “—”. Either the SKU has no cost set in Product master data, or fee data hasn’t synced yet. Open the SKU and set a cost; re-check after the next fee sync.
- Numbers don’t match Seller Central exactly. Amazon attribution windows are 7 or 14 days; small mismatches at the edges of a date range are normal.
- TACoS is much higher than ACoS. That means ads are driving most of your sales — either your organic listing is weak (improve listing copy and images) or you’re advertising in a category where organic is hard.