TACoS, organic sales and the halo trap

Amazon's advertised product report gives two sales figures for the same product. "7 Day Total Sales" counts everything the shopper bought after clicking, including products you never advertised. "7 Day Advertised SKU Sales" counts only the product the ad was for.

For judging a campaign, total attributed sales are right: the ad caused them. For judging one product, they are not, because most of them often belong to other products.

At account level we use attributed sales, since the halo lands somewhere in your catalogue either way.

At product level we use Advertised SKU Sales and roll children up to the parent ASIN. Subtracting total attributed sales per product can make organic sales come out negative, which is impossible.

TACoS counts every ad type you gave us — Sponsored Products, Brands and Display — because break-even TACoS is your margin and leaving spend out makes the account look healthier than it is.