TACoS calculator

Total advertising cost of sales, next to ACoS — and the organic share hiding between them.

Runs entirely in your browser — nothing is uploaded, nothing is stored. Updated 2026-09-05.

TACoS is ad spend divided by total sales, expressed as a percentage. $8,200 of advertising against $96,000 of total sales is a TACoS of 8.5%.

The metric exists because ACoS — ad spend over ad-attributed sales — cannot see the organic sales your advertising helped produce. A campaign that pushes a listing up the rankings looks expensive in ACoS and cheap in TACoS, and that difference is exactly what you want to measure. Enter all three numbers below and the calculator returns TACoS, ACoS and the organic share of revenue the pair implies.

The reading that makes TACoS worth tracking

TACoS is most useful as a direction, and there are four shapes:

• TACoS falling, total sales rising. Organic is compounding — advertising is buying rank, not just orders. This is the one you want.
• TACoS rising, total sales rising. Growth is being bought. Sustainable only while the margin holds.
• TACoS rising, total sales flat. Spend is going into defence or into a losing auction.
• TACoS falling, total sales falling. You cut spend and demand followed it down.

None of these readings is available from ACoS alone, which is the whole argument for computing both.

Why ACoS and TACoS disagree, and which to use when

ACoS answers "is this campaign profitable in isolation" and is the right metric for a bid decision on a single keyword. TACoS answers "is advertising building the business" and is the right metric for a budget decision on a product line.

A launch campaign with an ACoS of 60% and a falling TACoS is usually working exactly as intended. Judging it by ACoS alone would kill it in week three.

Compute it per product, not per account

Account-level TACoS averages a mature product coasting on organic rank with a launch burning spend to get one — and the average describes neither. The mature product hides the launch cost; the launch drags the mature number down.

Per-ASIN or per-product-line TACoS is the version you can act on, which is a grouping problem once the ad export and the sales export sit in one table.

Computing this from your own accounts

Every calculator on this page takes numbers you typed. The version that keeps working is the one that reads them from the accounts themselves — which is what TableBI is: connect Google Ads, Meta Ads, GA4 or Search Console once, and cpa() becomes a macro you can query from your terminal.

# connect once, then the metric is a standing query
tablebi connect google_ads
tablebi connect meta_ads   # beta: your own or test ad accounts

tablebi ask "WITH w AS (SELECT MAX(date) AS anchor FROM metrics)
   SELECT platform, cpa(SUM(cost), SUM(conversions)) AS cpa
   FROM metrics, w WHERE date > w.anchor - 30
   GROUP BY platform ORDER BY cpa DESC"

# pin the answer to a URL that refreshes itself
tablebi pin --title "TACoS calculator by channel"
→ https://you.tablebi.com/d/dsh_…

The pinned answer is a live URL that refreshes on its own — here is one running now. No hosted model does the reasoning; your own Claude Code or Codex drives the CLI, which is why there is no inference bill attached to it.

Questions people ask about tacos calculators

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