TACoS is a ratio. Organic orders is a count. Ratios can improve while the busine
By Anthony Nguyen · October 18, 2026 · Curated by George's Blog
TACoS is a ratio. Organic orders is a count.
Ratios can improve while the business shrinks.
A count is much harder to fool.
My weekly check:
Organic orders.
Ad spend.
Rank on the keyword groups we're pushing.
Organic orders up? The work is paying off.
Flat while spend climbs? Something's off. Usually CVR or targeting.
What's the one number you check first each week?