What is TACoS on OTTO? Ad spend as a share of total 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.
TACoS is your ad spend as a share of your total revenue, including revenue without ads.
Your total revenue includes your ad revenue, so TACoS is smaller than ACoS. You'll find it on the Übersicht (overview) below ACoS. On the Marge (margin) page it's next to the ACoS of every cost driver whose ads are too expensive.
Example: TACoS and ACoS of the garden furniture
Say garden furniture brings in 10,000 € of revenue in the period, 6,400 € of it ad revenue, and the ads cost 1,600 €. TACoS is then 16% and ACoS is 25%.
When TACoS shows a dash
When a dash appears
If OTTO has no ad numbers for your period yet, the Übersicht shows a dash for TACoS.
Next
- What is a good ACoS on OTTO, and how do I calculate it?
- Which metrics matter for OTTO advertising?
Where this term appears
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