Why Advertising Cost of Sales is a BS Metric

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When it comes to measuring your Amazon ads' effectiveness, chances are you've been led up the garden path by Amazon. I'm talking about "advertising cost of sales" or ACoS specifically here.

Lies and Damn Lies

Do you know this old saying?

"There are lies, damn lies and statistics!"

Now it's true that you SHOULD monitor certain KPIs (Key Performance Indicators). Amazon ad optimization is, in fact, CRITICAL to your success or failure - more than ever! 
This is especially true now that Amazon is forcing sellers to use advertising ever more to reach consumers.

But it's SO important to measure the right thing! I'm not convinced that ACoS (advertising cost of sales) is one of them.