The #1 KPI I look at when auditing / evaluating performance is not what you thin
By Anthony Nguyen 🟢 · September 11, 2026 · Curated by George's Blog
The #1 KPI I look at when auditing / evaluating performance is not what you think it is (TACOS) ...It's Organic Orders...heres why...
At AdsCrafted, I'm working on taking AI + MCP + Amazon to a new level.
Over the years, I've consultant with 100s of brands on how to use PPC as a lever to drive organic rank. Organic rank is the highest leverage ROI.
This is why Organic Orders overtime is the #1 KPI to maximize.
Most operators use TACOS to make judge their performance, but one thing I don't like about TACOS is there are way too many factors that can affect TACOS. It's hard to figure out the exact reason why TACOS rises or falls at any given time.
I like to judge performance based on Organic Orders. Why?
Let's start off by undrestanidng how its calculated.
Organic Orders = Total Orders - PPC Orders.
Organic orders can only improve in 2 ways, you are cannabolizing your own organic ranks OR you are gaining/losing organic visibility.
As you become more organically visible, you are getting more organic sales.
As you spend less PPC dollars on well positioned organic searches, you will cannabolize less.
If you are spending every PPC dollar to rank, then you will increase your organic ranks (assuming your product is good enough)
If you increase your organic ranks, then your sales will increase, profit will increase (0 adspend sale), and your TACOS will fall.
This is how you maximize your sales/profits on Amazon.
This is all now avaliable at AdsCrafted as I work towards automating the full PPC + Organic Search funnel.
This in my opinion is where the next level of Amazon AI Automation is going. AI for reasoning, automation for scalability, and MCP for efficiency.
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If this is how you want to run your AI + Amazon operations, check out AdsCrafted!