E12 The numbers we work with
Typical ranges for most categories. Your own baseline replaces them after the audit; category and season move them, so we always talk in ranges rather than promises.
| Metric | Healthy range (typical categories) | Watch-out | Levers |
|---|---|---|---|
| CTR (Sponsored Products) | 0.3–0.6% | < 0.25% | Main image, price, rating, title (D3) |
| Unit-session % / CVR | 8–15% (higher for consumables) | < 6% | Image set, A+, reviews, price (D4) |
| ACoS — mature product | 20–35% (or ≤ break-even × profit goal) | > break-even | Waste, bids, placements, CVR (C4, D5) |
| ACoS — launch | 50–100%+ for 4–8 weeks | No exit criteria | Lifecycle plan (C1) |
| TACoS | 8–15% mature; 25–60% launch | Rising 3 months in a row | Organic shift (C7, D6) |
| PPC share of orders | 30–50% mature | > 65% | Ranking ladder (C6) |
| Budget utilisation | 85–95% | < 70% or capped daily | D16, D17 |
| Rating | ≥ 4.3 | < 4.0 | D11, E10 |
| Reviews per 100 orders | 1–3 | < 0.5 | E10 |
| Days of FBA cover | 30–90 | < 30 or > 120 | D13, D14 |
| Return rate | < 5% (category-dependent) | > 8% | D23 |
| Sponsored Brands Video ACoS | Often 15–30%, below SP | > 1.3× SP ACoS | D21 |
| Sponsored Display ACoS | 30–50% (upper-funnel) | No NTB lift | E6, B19 |