TACOS Calculator

Total Advertising Cost of Sales divides advertising spend by all store revenue, not only revenue attributed to ads. It helps show how heavily the whole business depends on paid acquisition over a reporting period.

Enter ad spend, total store revenue and the portion attributed to advertising for the same dates and currency. The tool shows TACOS beside attributed revenue share, ROAS and ACOS so denominators stay visible.

With 500 in ad spend, 5,000 total revenue and 2,000 attributed revenue, TACOS is 10%. The attributed campaign has 4x ROAS and 25% ACOS, while advertising directly accounts for 40% of store revenue.

TACOS equals ad spend divided by total revenue times 100. Unlike ACOS, its denominator includes organic and returning-customer sales, so TACOS can fall when total revenue grows even if campaign efficiency is unchanged.

ACOS divides spend by attributed ad revenue, while ROAS divides attributed revenue by spend; they are reciprocal views. TACOS uses broader business revenue and therefore answers a different dependency question.

Use the same attribution window and dates across spend and revenue. Account for delayed conversions, refunds, taxes and marketplace reporting differences before comparing weeks, products or advertising channels.

TACOS does not prove incremental lift because attributed customers might have purchased organically. It also does not include product cost or margin. Calculations run locally in the browser and entered figures are not uploaded.