These columns show how your ads are doing. You'll find them in the Profit & Loss report. Some are hidden until you add them with the column chooser.
The ad columns
Column | What it means |
Ad Spend | Everything you spent on ads. |
Ad Sales (14 Days) | Sales up to 14 days after someone clicked your ad. Includes other products they bought, not just the one in the ad. Shown by default. |
Ad Sales 7 Days | The same, but only up to 7 days after the click. |
Ad Sales (same day) | The same, but only on the day of the click. |
Ad Sales Same SKU | Ad sales of the exact product in the ad, up to 14 days. |
Organic Sales | Sales that didn't come from ads: Sales minus Ad Sales (same day). It never goes below zero. |
ACOS | Ad Spend ÷ Ad Sales (14 Days), shown as a percent. How much you spend on ads for each dollar of ad sales. |
TACOS | Ad Spend ÷ all your Sales. How much of your total sales goes back into ads. |
POAS | Profit ÷ Ad Spend. How much profit you make for each dollar of ads. |
ACOS or TACOS?
ACOS tells you how well your ads work. Lower is better.
TACOS tells you how much you spend on ads compared to your whole business. It's useful for seeing ads' effect on profit.
Frequently asked questions
Why don't Ad Sales and Ad Sales Same SKU match?
Ad Sales includes other products people bought after clicking. Same SKU counts only the product in the ad.
How is Organic Sales worked out?
Sales minus ad sales from the same day. If ad sales are bigger than sales, it shows zero. Organic Sales only shows when your report includes an Amazon store.
I don't see some of these columns.
They're hidden by default. Add them with the column chooser. See "Customizing Reports with the Column Chooser".