What are the most important Amazon advertising metrics?

For daily management: CTR, CPC, conversion rate and ACoS. For business health: TACoS, total sales, profit after ad spend and new-to-brand orders. Owners should see both sets, because a campaign can hit its ACoS target while the business loses organic sales.

What is the difference between ACoS and ROAS?

They are inverses. ACoS is ad spend divided by ad sales, shown as a percentage. ROAS is ad sales divided by ad spend. A 25% ACoS equals a 4.0 ROAS, and a 50% ACoS equals 2.0. Use whichever your team reads faster.

What is TACoS on Amazon?

TACoS, or total advertising cost of sales, is ad spend divided by total sales including organic sales. It is not a native Amazon report column, so you calculate it from ad and business reports. A falling TACoS while sales grow means ads are building organic demand.

What is a good CTR on Amazon ads?

It depends on placement and category. One 2026 dataset of 69 managed accounts found a Sponsored Products median CTR of 0.69%, with a typical range of 0.40% to 0.83%. Compare your CTR with your own history and close competitors rather than one global number.

Why do my Amazon ad metrics change after a few days?

Amazon credits sales to the last ad clicked within an attribution window of 7 or 14 days depending on ad type and account type. Orders placed days after a click are added later, so the most recent days in a report usually improve as data fills in.

Amazon Advertising Metrics: The KPIs That Matter in 2026

What changed: Formulas and benchmarks for the core Amazon Ads KPIs
When: Updated October 2026
Who it affects: Sellers, vendors and agencies reporting on Amazon ads
What to do: Report ACoS next to TACoS and profit, and set targets per product

Key takeaways

ACoS and ROAS are the same metric inverted; TACoS shows the effect on the whole business.
2026 medians from one measured dataset: 28.2% ACoS, 0.69% CTR, 5.85% conversion rate.
Diagnose in order: stock, impressions, CTR, conversion rate, then CPC.

The core Amazon advertising metrics and formulas

Every Amazon Ads report is built from a handful of raw numbers. Learn these and every dashboard becomes readable.

Impressions: how many times your ad was shown
Clicks: how many times shoppers clicked it
CTR (click-through rate): clicks divided by impressions
CPC (cost per click): spend divided by clicks
Conversion rate: orders divided by clicks
ACoS (advertising cost of sales): ad spend divided by ad sales
ROAS (return on ad spend): ad sales divided by ad spend, the inverse of ACoS
TACoS (total ACoS): ad spend divided by total sales, ad and organic

Metric formulas

	Formula	Act on it when
CTR	Clicks / impressions	Ad shown, not clicked
Conversion rate	Orders / clicks	Clicks do not buy
ACoS	Ad spend / ad sales	Above break-even
TACoS	Ad spend / total sales	Rising over months

What are typical benchmarks in 2026?

Benchmarks vary by category, price and campaign type, so treat them as a sense check rather than a goal. One of the few measured 2026 datasets, from WisePPC, covers 69 managed accounts from April 1 to June 29, 2026 on a 7-day attribution window. Its Sponsored Products medians were 28.2% ACoS, 3.55 ROAS, 0.69% CTR, 5.85% conversion rate and a US CPC of $0.82.

The typical range around those medians is wide: ACoS ran from 16.0% to 63.1% and conversion rate from 2.30% to 10.04% between the lower and upper quartiles. The accounts all used an optimization tool, so they are not a random sample. Your own margin decides what is good for you.

ACoS vs ROAS vs TACoS

ACoS and ROAS describe the same thing from opposite sides: a 25% ACoS equals a 4.0 ROAS. Amazon defines ACoS as total spend divided by total ad sales, with $5 spend and $25 sales giving 20%. Use whichever your team reads faster, but always compare it with break-even ACoS, the product's margin before ad spend.

TACoS is not an Amazon report column, but it is the metric owners should watch most. It divides ad spend by all sales, so it shows whether ads are building organic sales over time. Our guide to ACoS vs TACoS explains the difference, and what is a good ACoS for Amazon shows how to set targets.

Traffic metrics: impressions, CTR and CPC

Low impressions usually mean bids are too low, keywords are too narrow or the product is not eligible to show. Low CTR means the ad is shown to the wrong shoppers or the main image, price, rating or title is weaker than competitors. Our Amazon CTR guide covers how to fix it. CPC is set by the auction, so a rising CPC with flat conversion is a warning that the keyword is getting more expensive than the sale is worth.

Conversion metrics: orders, units and conversion rate

Conversion rate shows how well the listing turns ad clicks into orders. It is the strongest lever on ACoS, because doubling conversion rate halves ACoS at the same CPC. In Seller Central, the Business Reports metric Unit Session Percentage measures units per session for the whole listing, ads and organic together. See our Amazon conversion rate guide for benchmarks and fixes.

New-to-brand and other brand metrics

For brand registered sellers and vendors, new-to-brand metrics show how many orders came from customers who had not bought from the brand in the past year. They help judge Sponsored Brands, Sponsored Display and video campaigns, which often look expensive on ACoS but bring in new customers. Amazon Attribution adds detail page views and add to cart for traffic you send from outside Amazon, and Amazon Marketing Cloud lets eligible advertisers measure paths across ad types.

How Amazon attributes ad sales

Amazon credits a sale to the last ad clicked within a set window. Sponsored Products use 7 days for sellers and 14 days for vendors; Sponsored Brands and Sponsored Display use 14 days. That means Sponsored Brands numbers look better partly because of the longer window, so compare ad types with care, and expect the last few days of any report to fill in as late orders arrive.

Sponsored Products: 7 days for sellers, 14 days for vendors
Sponsored Brands: 14 days
Sponsored Display: 14 days
Recent days fill in as delayed orders are attributed

Which metric to act on, step by step

When results slip, diagnose in this order so you fix the cause, not the symptom.

Check stock and the featured offer first
Low impressions: review bids, budgets and keyword coverage
Low CTR: review main image, price, rating and title
Low conversion rate: review listing, reviews and price
High ACoS with good conversion: CPC is too high, lower bids
Rising TACoS: ads are not lifting organic sales, rebalance spend

Reporting metrics with PPC Spider

PPC Spider reports ACoS next to TACoS, organic share and profit after ad spend in SpiderOS, with targets set per product from margin after fees. Learn how our Amazon PPC management works or request a free Amazon audit to see your account through these metrics.

Sources

WisePPC: Amazon Sponsored Products benchmarks 2026 (wiseppc.com/blog/amazon-sponsored-products-benchmarks/)
Amazon Ads: Frequently asked questions (advertising.amazon.com/resources/faq)
Intentwise: Explained, how does Amazon attribute ad sales? (intentwise.com/blog/explained-how-does-amazon-attribute-ad-sales)
Amazon Ads: Amazon Attribution (advertising.amazon.com/solutions/products/amazon-attribution)

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