Amazon Marketing Cloud · Metric lexicon
TACOS (Total Advertising Cost of Sales)
Ad spend as a share of total sales from advertising and organic orders.
Formula
TACOS = ad spend / total sales x 100; total sales = ad sales + organic sales
Interpretation
TACOS shows how dependent total sales are on advertising. A falling TACOS at stable sales can indicate a growing organic share.
Benchmark context
Jungle Scout uses 10 % as a worked example (1,000 USD spend / 10,000 USD total sales), not as a universal industry average.
Source / as of: Source: Jungle Scout, TACOS explanation example (source checked as of 2026-05-06).
Matching AMC query
AMC query library: Spend + Retail Purchases
sponsored_ads_traffic + amazon_retail_purchases (derive a TACOS CTE)
Spend and total sales are aggregated in two CTEs; the library contains the building blocks but no finished TACOS workflow.
This site links the public library landing page. The verified query documents and SQL files live in the vault project project-analysis/amc-insights-queries/.