ROAS alone can mislead when the campaign is defending branded demand. ACoS helps on marketplaces, but TACOS is better for checking whether ads are improving total account growth.
Ad Metrics referenceDefinitions, decision points and weekly checkpoints.
18%CM2+37%DRRLowRisk
AmazonPractical Guide
What sellers should know.
This page is written for ecommerce teams that need clear decisions, not surface-level definitions.
CPC tells cost pressure. CTR indicates listing or creative relevance. CVR shows page strength, price fit, reviews, delivery promise and offer quality.
A healthy ad system separates discovery, ranking, defence, retargeting and promo campaigns. Mixing all goals into one campaign makes learning slow and budget control weak.
Weekly review should connect ad spend with CM2 so the brand knows which campaigns are creating profitable scale and which only create vanity revenue.
Action checklist
Use this as a quick review before changing budgets, inventory, pricing or channel strategy.
✓Separate branded and non-branded spend
✓Review TACOS with revenue
✓Pause campaigns with poor CM2
✓Refresh creatives before fatigue damages CTR
When to review
Review this weekly when revenue, ad spend, stock, returns or marketplace fees are changing.
Common mistake
The biggest mistake is reading this metric alone without checking contribution, inventory and customer behaviour.
Apex support
Apex connects this with catalog, ads, analytics, marketplace operations and profitability planning.
Next step
Use a related calculator, then speak with Apex for a practical growth audit.
Apply This
Turn This Into ActionNeed help applying this to your ecommerce business?
Apex can convert the guide into a SKU, platform, ads, inventory or profitability action plan.
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