Ads on and off marketplaces: ACOS, TACOS, ROAS, and how to advertise without paying to make a sale.
With Mercado Livre Ads, you pay per click, set a daily budget, and, since January 2026, set a target ROAS instead of ACOS. A product’s minimum ROAS is 1 divided by its margin before advertising: with a 25% margin, anything below 4x means you’re paying to make a sale. Learn how to set up a campaign and see the ROAS table by margin.
Shopee Ads charges per click using prepaid credits and measures results in ROAS (revenue ÷ ad spend), with a 7-day window after the click. Since Shopee’s commission can reach 20% + R$ 4,50 for products priced up to R$ 79,99, the margin before advertising is lower than on Mercado Livre, so the minimum ROAS is higher. Learn about the ad types, Ads Fácil, and the margin-based ROAS table.
ROAS is revenue ÷ ad spend. There’s no industry-standard ideal ROAS: it depends on your margin. Break-even ROAS is 1 ÷ margin before advertising; with a 25% margin, that’s 4. And profit after advertising is revenue × (margin − 1/ROAS). See the formulas, the margin-based table, and the mistakes that can make a good ROAS hide a loss.
ACOS compares ad spend to revenue, not to margin. For a product with 12% margin, an ACOS of 15% is already a loss. See how to calculate the maximum TACOS your store can handle.
Milewa pulls your orders from Mercado Livre and Shopee, applies commission, shipping, tax, ADS, and your cost, and shows the margin for each order and each SKU. You can start with the calculator and then connect your store.
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