How do I set my targets?
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.
With target ACoS, target margin and target return rate, you decide what MargenOptimierer measures your ads and your items against. You enter your OTTO account's three targets during setup, and you can change them at any time. A product group can have its own targets, an item its own target margin and target return rate, and a campaign its own target ACoS. Without its own target, an item uses the target of its product group or your account, and a campaign uses the target of its items.
How it works
- Open Einstellungen (settings) and then the Vorgaben (defaults) tab.
- In the Deine Ziele (your targets) card, choose whether your ad target counts as ACoS or as target ROAS. Enter your account's three targets as plain numbers, so 20 for a target ACoS of 20% and 5 for a target ROAS of 5.
- Click Speichern (save) in the bar at the bottom. The targets apply immediately and never go to OTTO.
- For a product group, go to Produkte (products), open the Produktgruppen (product groups) tab and then the group. Enter its targets at the top next to its name.
- For an item, enter its target margin or target return rate in its row in the Produkte tab.
- For a campaign, tick it in the Kampagnen (campaigns) tab of the ad console. Click Ziel-ACoS ändern (change target ACoS) in the bar at the bottom.
Example: Targets for the account and garden furniture
Your OTTO account has a target ACoS of 20%, a target margin of 15% and a target return rate of 8%. The garden furniture product group gets its own target ACoS of 25%, and the acacia chair gets its own target margin of 20%. The chair then has a target ACoS of 25%, inherited from the product group. Its target margin is its own 20%, and the target return rate of 8% is inherited from the account.
Say a campaign without its own target advertises garden furniture and home décor. The garden furniture brings in 300 € of ad revenue at a 25% target ACoS, so 75 € of ad spend is allowed. The home décor brings in 200 € at your account's 20%, so 40 € is allowed. Together that's 115 € allowed out of 500 €, and the campaign's target ACoS is 23%. „Ziele gemischt“ (mixed targets) then appears next to its target. If you want a fixed target, give the campaign its own.
Bewirbt eine Kampagne Artikel mit verschiedenen Zielen, zählt jedes Ziel nach dem Werbeumsatz seiner Artikel.
What else matters for targets
No target ACoS on an item
An item doesn't have its own target ACoS. If it needs a different one from its group, put it in its own product group.
Which values are allowed
A target ACoS must be above 0% and can be at most 300%. Target margin and target return rate are between 0% and 100%. If you leave a field empty on a product group, item or campaign, the inherited target applies again.
If your account is missing a target
If your OTTO account is still missing a target, for example a newly connected second account, a notice with Ziele eintragen (enter targets) appears at the top of the Übersicht (overview) page. Until you enter it, a dash appears where the rating would be.
Next
- What is a good ACoS on OTTO, and how do I calculate it?
- When does MargenOptimierer start rating my targetings?