Should I Use Average ROAS or Campaign-Level Targets?

Why campaign-level targets are more actionable

Break-even ROAS changes with each product’s unit economics. A high-margin item may remain profitable at a lower ROAS, while a low-margin or high-fee item may need a much higher return to avoid losing money. Campaign-level targets respect those differences instead of forcing one blended number across the account.

This approach also helps with keyword-level decisions. A campaign containing broad or research terms may operate below the account average while still feeding useful data, while exact-match campaigns should be held to stricter efficiency standards. Viewing this in Amazon Ads Dashboard by Todoza can make those segment differences easier to spot.

When an account-level average still makes sense

An account-level ROAS benchmark is not useless. It works best as a high-level health check or for spotting broad trends across a portfolio. When products share similar margins and fee structures, a single target may be enough to guide quick decisions.

Use the average for reporting, but avoid using it as the sole rule for pausing or scaling campaigns. A blended figure can mask one campaign that is quietly consuming budget at an unprofitable level.

When this matters most

This distinction becomes critical when an account mixes products with very different margins or runs several campaign types at once. Before pausing a campaign or shifting budget, check its own break-even ROAS rather than comparing it only to the account average. That step prevents cutting a profitable campaign or scaling an unprofitable one by mistake.

• Products have different margins, referral fees, or fulfillment costs.
• Campaigns mix exact, broad, and auto targeting with different roles.
• Budget decisions are being made at the campaign or ad group level.

It also helps when reviewing low-ROAS search terms. A term may look weak against a blended target but still be acceptable within the economics of its specific campaign.