What is target ACoS in OTTO ads and where does it come from?
Last updated: 9 November 2026 · The MargenOptimierer app is in German. Button and menu names are shown exactly as you see them, with the English meaning in brackets.
Target ACoS is the highest share of your ad revenue that your ads are allowed to cost.
You enter it for your OTTO account during setup, and a product group or a campaign can have its own target. If an ACoS is above its target, MargenOptimierer colors it red. That applies from your minimum clicks, by default from 10 clicks.
Example: 20% target ACoS
Say the target ACoS is 20%. Ads can then cost at most 20 € per 100 € of ad revenue.
In the ad console, each target shows where it comes from. Your garden furniture has its own target of 25%. The home décor group has none, so its items have 20%, inherited from the account. The campaign “Automatic – Garden furniture” has no target of its own and gets the 25% of its items, inherited from the product group.
If a campaign without its own target advertises items with different targets, the average of those targets applies, weighted by each item's ad revenue. Below it you then see „Ziele gemischt“ (mixed targets), along with how many items with ad revenue have an ACoS above their target. If such a campaign had no ad revenue in the period, it only has a target if all its items share the same one.
For target margin and target return rate, the item takes the place of the campaign. The acacia chair has its own target margin of 20%. The oak table has 15%, inherited from the account, because the garden furniture has no target margin of its own either.
What else matters for target ACoS
No target ACoS on an item
You can't give a single item its own target ACoS. If it needs a different one, create a separate product group for it and give that group its own target.
If your account has no target
If your account doesn't have a target yet, the Übersicht (overview) shows a notice and a dash instead of a rating, until you enter it in Einstellungen (settings) in the Vorgaben (defaults) tab.
As a target ROAS
If you prefer to work with ROAS, switch your ad target to ROAS in Einstellungen in the Vorgaben tab. You then enter the same target as a target ROAS. A target ACoS of 20% is a target ROAS of 5.
Next
- How do I set my targets?
- How do I lower or raise bids based on my targets?
Where this term appears
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