074: Tactic Tuesdays: The Most Dangerous Metric on Amazon... ACOS

In this episode of the Brand Fortress HQ podcast, Jon, Mike, and Matt discuss the dangers of relying solely on Advertising Cost of Sale (ACOS) as a metric for measuring ad effectiveness on Amazon. They argue that ACOS doesn't account for the impact of ads on organic rank and overall sales, unlike platforms like Meta or Google. They advocate for using Total Advertising Cost of Sale (TACOS) instead, which considers both ad and organic sales. The panel also warns against agencies that promise to lower ACOS by cutting sales and emphasizes the importance of segmenting branded and non-branded campaigns. Ultimately, they stress that the most important metric is profit and that businesses should focus on KPIs that align with their specific goals and stage of development, considering factors like customer lifetime value and the purpose of individual products within their brand.