Auto-sync: 2026-04-21 08:02

2026-04-21 08:02:52 +08:00
parent 4b4ffcd0c2
commit 8df9990f15
101 changed files with 4023 additions and 69 deletions
--- a/wiki/concepts/ACOS.md
+++ b/wiki/concepts/ACOS.md
@@ -0,0 +1,26 @@
+---
+title: ACOS (Advertising Cost of Sales)
+type: concept
+tags: [advertising, ecommerce, metrics, amazon, ppc]
+aliases: [TACOS, Total Advertising Cost of Sales]
+---
+
+## Definition
+广告成本销售比，衡量广告支出与产生的销售额之间的比率，是跨境电商最核心的广告效率指标。
+
+## Formula
+```
+ACOS = (广告支出 / 广告产生的销售额) × 100%
+TACOS = (广告支出 / 总销售额) × 100%
+```
+
+## Benchmark Values
+- 跨境电商目标：ACOS 20-25%
+- 成熟阶段目标：TACOS < 10%
+- 超出毛利率的广告活动必须优化或关闭
+
+## Usage Context
+Amazon PPC 广告优化中，ACOS 是核心 KPI。Launch 阶段可接受较高 ACOS 以获取数据，Growth 阶段控制在 25% 以下，Mature 阶段追求低 ACOS 高利润。
+
+## Connections
+- [[Marketing Cross-Border E-Commerce Specialist]] ← uses ← [[ACOS (Advertising Cost of Sales)]] ← measures