Me every time a brand sends me their “amazing” ad numbers. "My ACoS is 8%. Ads a
By Elizabeth Greene · March 9, 2026 · Curated by George's Blog
Me every time a brand sends me their “amazing” ad numbers.
"My ACoS is 8%. Ads are crushing it!!"
Great… but that’s only one piece of the story.
In 2026, looking at campaign ACoS alone is one of the fastest ways to misunderstand your real performance.
A few things I always check right after someone shows me a “great” ACoS:
→ Return rate per product
→ Total ACoS (ad spend vs total revenue)
→ Actual profitability per unit
Because here’s the reality:
A product with low ACoS but high returns can quietly destroy your margins.
And if you only optimize ads based on ACoS..
you might be scaling something that loses money every time it sells.
Low ACoS + high returns = losing money with a smile on your face.
The brands winning on Amazon right now are not just optimizing ads.
They’re optimizing profitability across the entire funnel.
Tag a seller who still celebrates ACoS without checking the rest. 😂