In episode 164 of The Ad Project, Joe Shelerud (CEO) and Matt Wiklund (CTO) break down how to select the right KPIs for your Amazon advertising strategy—whether you’re selling high-ticket one-time purchases or repeat-consumable goods. They explore how ROAS, TACoS, new-to-brand metrics, and customer acquisition costs should flex based on your brand’s goals and product lifecycle.

🔑 Key Takeaways:

• ROAS isn’t always the north star—context is key.
• TACoS is your go-to for measuring incrementality.
• New-to-brand ROAS and CAC matter more for consumables and repeat-purchase brands.
• Use LTV analysis to identify your highest-impact gateway products.

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