Why total ACOS is 30.00%
360.00 spend ÷ 1,200.00 attributed sales × 100. A campaign with zero sales has undefined ACOS, not zero ACOS.
Fictional data · working calculations
Trace each conclusion back to its inputs.
See what the numbers actually say.
Fictional example data · not connected to Amazon · not customer results
One fictional US advertiser · USD · 2026-09-01 to 2026-09-07 · 7-day attribution for this example only
| Campaign | Spend | Attributed sales | Clicks | Orders | ACOS | ROAS | What to review |
|---|---|---|---|---|---|---|---|
| Brand discovery | 120.00 | 960.00 | 240 | 24 | 12.50% | 8.00 | Review against your campaign goals; no change is recommended automatically. |
| Category exploration | 180.00 | 240.00 | 180 | 6 | 75.00% | 1.33 | Review against your campaign goals; no change is recommended automatically. |
| New targeting test | 60.00 | 0.00 | 60 | 0 | Not defined | 0.00 | Spend with no attributed sales: check attribution lag and targeting before deciding. |
| Total | 360.00 | 1,200.00 | 480 | 30 | 30.00% | 3.33 | Ratios recalculated from totals. |
No hidden execution
Every result is computed locally from the example inputs. No API request, AI call, bid change, budget change or customer upload occurs.
Show calculation definitions and limitations
CTR = clicks ÷ impressions; CPC = spend ÷ clicks; order conversion rate = attributed orders ÷ clicks; ACOS = spend ÷ attributed sales; ROAS = attributed sales ÷ spend. Zero denominators are undefined. Display rounding occurs after calculation.
Attribution lag can change reports. These metrics are not profit, total store conversion rate or proof that an ad caused incremental sales. Context matching is a data check, not a substitute for authentication and authorization.