What is ACoS on OTTO? Ad spend against ad revenue
Last updated: 31 October 2026 · The MargenOptimierer app is in German. Button and menu names are shown exactly as you see them, with the English meaning in brackets.
ACoS is your ad spend as a share of your ad revenue.
Ad revenue here includes VAT, so it's the price the buyer pays. If ACoS is above your target ACoS, it's shown in red. If there was no ad revenue, you see a dash instead of ACoS.
Example: ACoS for the oak table
Say ads for the oak table cost 340 € in the period and bring in 1,000 € of ad revenue. That's 34% ACoS.
The garden furniture product group has a target ACoS of 25%. The table's ACoS is above that, so it's shown in red.
What else counts for ACoS
For targetings and search terms
For targetings, for search terms and in Optimierung (optimization), ACoS only uses the ad revenue that your advertised item brings in itself.
When the color is missing
If a row has fewer clicks than your minimum clicks, its ACoS has no color. Minimum clicks are set to 10 by default. If OTTO hasn't delivered ad numbers for every day of your period yet, „unvollständig“ (incomplete) appears next to ACoS, and it's never green.
ACoS for the last 14 days can still go down
OTTO credits a click with all sales from the following 14 days. So a day's ad revenue can keep growing for up to 14 days afterwards, while the ad spend stays the same. That's why ACoS for the last 14 days can still go down.
Next
- How do I set my targets?
Where this term appears
- How MargenOptimierer works
- How do I set up MargenOptimierer?
- What does the Übersicht (overview) page show me?
- How do I choose a period and compare it?
- Why is an item a cost driver?
- How do I lower or raise bids based on my targets?
- How do I see the numbers of several campaigns together?
- How do I set my targets?
- When does MargenOptimierer start rating my targetings?
- How do Sponsored Product Ads work on OTTO?
- How do I calculate my profit per item on OTTO?
- Should I sell on OTTO or Amazon?
- Which metrics matter for OTTO advertising?
- What is a good ACoS on OTTO, and how do I calculate it?
- Should I use automatic or keyword campaigns on OTTO?
- When should I lower or raise bids on OTTO?
- How do I analyse search terms in OTTO's Keyword Report?
- Is advertising on OTTO worth it for small sellers?
- What are Sponsored Display Ads on OTTO?
- How big is OTTO in 2026? Revenue, customers and sellers
- Can sellers from other EU countries sell on OTTO?
- What software is available for OTTO sellers?
- How does the OTTO search algorithm work?
- OTTO SEO: How do I optimize listings for OTTO search?
- How do I log in to OTTO Partner Connect?