Amazon and Flipkart Ads ACoS Calculator: break-even and campaign checks
Find your break-even ACoS and see which Amazon or Flipkart ad campaigns make or lose money.
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How it works
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Enter the selling price, product cost, marketplace fees per order from your rate card and the GST rate. Press Try an example to see a sample.
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Type each campaign's spend, ad sales, orders, clicks and impressions, or paste a campaign report and pick which column is which.
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Start with the do-these-first list: lower bids on campaigns above break-even and pause targets that spend without orders, then download the CSV.
About the Amazon and Flipkart Ads ACoS Calculator
Enter your selling price, product cost, marketplace fees and GST to get what one order leaves you before ads, your break-even ACoS and a target ACoS for the profit you want. Then type your campaigns, or paste a campaign report and pick the columns, to see each campaign's ACoS, ROAS, cost per click, click-through rate, conversion rate, profit or loss after ads, and the highest cost per click that stays within your target. Campaigns above break-even and spend with no orders are flagged, with a do-these-first list and a CSV. It runs in your browser and never signs in to Amazon Ads or Flipkart Ads.
ACoS, ROAS and break-even
Amazon Ads works out ACoS (advertising cost of sales) as ad spend divided by attributed sales, and ROAS as ad sales divided by ad spend, the inverse of ACoS. It says your ACoS needs to be lower than your profit margin to keep a profit. So the tool works out what one order leaves you before ads, after the GST inside the price, fees and costs, and divides it by the price: that is your break-even ACoS. Take your target profit off it for a target ACoS.
Flipkart Ads, TACoS and GST on ads
Flipkart Ads offers Cost per Click and Smart ROI campaigns; Flipkart says Smart ROI aims to ensure sales for every rupee spent. Its public pages do not give the formula for its ROI figure, so the tool uses the same maths on your numbers. Amazon Ads describes TACoS as ad spend as a share of total sales, organic and paid; add your total sales to see it. The GST rate on ads invoices is not built in: type the rate from your invoice, and tick whether you claim it back.
What this tool cannot do
It does not sign in to Amazon Ads or Flipkart Ads or read your account; it works on the numbers you type or paste. Report headers change, so check the columns it picks. Profit after ads assumes each campaign's sales carry the margin of the product you entered, and the conversion rate and highest cost per click are our measures. It is not tax advice: check GST on ads with your CA.
Frequently asked questions
What is a good ACoS on Amazon?
It depends on your margin. Amazon Ads says there is no general threshold for a good or bad ROAS, the inverse of ACoS: a good one is profitable for you, and your ACoS needs to be lower than your profit margin. If one order leaves you ₹306 before ads on an ₹899 price, your break-even ACoS is about 34%: a campaign at 27% makes money, one at 44% loses it.
How do I calculate ACoS and ROAS?
ACoS = ad spend ÷ ad sales × 100. ROAS = ad sales ÷ ad spend. ₹4,820 of spend that brought ₹17,980 of ad sales is an ACoS of 26.81% and a ROAS of 3.73. One is the inverse of the other: 100 ÷ 26.81 = 3.73.
What is TACoS?
Total advertising cost of sales: ad spend as a share of total sales, organic and paid, for the same period. ₹20,600 of ad spend against ₹2,46,500 of total sales is 8.36%. Amazon Ads says it shows whether your total sales are growing in relation to your ad spend.
How much should I pay per click?
Our measure: the highest average cost per click that stays within your target ACoS is target ACoS × ad sales ÷ clicks, the same as average order value × conversion rate × target ACoS. If an ₹899 order comes from 1 in 100 clicks and your target ACoS is 24%, that is about ₹2.16 a click.
Does GST on ads change my break-even ACoS?
Only if you cannot claim it back. If the GST on your ads invoice is a cost for you, each ₹100 of spend costs ₹100 plus that GST, so the tool divides your break-even ACoS by (1 + the GST rate). Copy the rate from your ads invoice; it is not built in.
More e-commerce tools
All 30 e-commerce tools- Marketplace Fee and Profit Calculator Compare payout, profit and break-even price per order on Amazon.in, Flipkart, Meesho and your own shop.
- SKU Profit Analyzer Find the SKUs that lose money after fees, returns, ads and shipping, with the price or fix for each one.
- Marketplace Payment Reconciliation Match orders with payments to find unpaid orders, short payments and extra charges, with a claim list.
- Discount and Sale Price Calculator See what the buyer pays, the real discount on MRP, the GST inside the price and your margin after an offer.
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