Every Indian marketplace names the same ratio differently: Amazon says ACoS and ROAS, Flipkart says ROI, Meesho says ROI and CPO, Myntra talks about RO and ROI, Blinkit and the quick-commerce apps report ATCs. ACoS is spend over sales, everything called ROI or ROAS is sales over spend, and CPO and ATC are per-order and per-cart counts. This page is the conversion table with formulas.
The one thing to hold on to: ACoS is the only common metric where lower is better. Everything called ROI or ROAS is the inverse, and higher is better. A Flipkart seller with ROI 5 and an Amazon seller with ACoS 20% are in exactly the same position.
| Metric | Marketplace | Formula | Same as | Example (₹5,000 spend, ₹25,000 sales, 50 orders) |
|---|---|---|---|---|
| ACoS | Amazon | spend / sales x 100 | 100 / ROAS | 20% |
| ROAS | Amazon, noon, Blinkit dashboards | sales / spend | 100 / ACoS | 5.0x |
| ROI | Flipkart | attributed revenue / spend | ROAS | 5 (Flipkart shows 5, not 400%) |
| ROI | Meesho | attributed sales / spend | ROAS | 5 |
| ROI (finance sense) | Not used on any panel | (sales - spend) / spend x 100 | ROAS x 100 - 100 | 400% |
| TACoS | Amazon | spend / total sales x 100 | If total sales ₹1,00,000: 5% | |
| CPO | Meesho | spend / orders | CPC / CVR | ₹100 |
| CPA | Blinkit, Zepto, Instamart, noon | spend / orders | CPO | ₹100 |
| ATC rate | Blinkit, Zepto, Instamart | add-to-carts / clicks x 100 | If 600 ATCs on 5,000 clicks: 12% | |
| RO | Myntra | Release order: a budget commitment for a period | Not a ratio | RO of ₹2,00,000 for the month |
| CPC | All | spend / clicks | If 1,000 clicks: ₹5 | |
| CVR | All | orders / clicks x 100 | 5% |
| ACoS | ROAS / Flipkart ROI / Meesho ROI | Finance-style ROI |
|---|---|---|
| 10% | 10.0 | 900% |
| 12.5% | 8.0 | 700% |
| 15% | 6.7 | 567% |
| 20% | 5.0 | 400% |
| 25% | 4.0 | 300% |
| 33% | 3.0 | 200% |
| 50% | 2.0 | 100% |
| 100% | 1.0 | 0% |
Break-even is the same on every platform once you translate: break-even ACoS equals your margin before ads, and break-even ROAS or ROI equals one divided by that margin. A 25% margin means break-even ACoS 25%, break-even ROI 4.
Because ROAS, Flipkart ROI and Meesho ROI are the same ratio, a target transfers directly. If Amazon ads run at ACoS 22%, the same efficiency on Flipkart is ROI 4.5 and on Meesho ROI 4.5. What does not transfer is break-even: commission, shipping and return rates differ, so a 30% margin on Amazon may be 22% on Meesho for the same product, and the break-even ROI moves from 3.3 to 4.5.
Worked example: a seller runs ₹40,000 a month of Amazon ads at ACoS 25% (ROAS 4), ₹25,000 of Flipkart PLA at ROI 5 and ₹8,000 of Meesho ROI Plus at ROI 3.5. In one unit: ROAS 4.0, 5.0 and 3.5. With margins before ads of 30%, 25% and 20%, break-even ROAS is 3.3, 4.0 and 5.0. So Amazon and Flipkart are profitable on ad orders and Meesho is not, even though Meesho's number looks close to Amazon's.
This is the comparison BlooprintAI's cross-marketplace dashboard is built for: Amazon and Flipkart spend, sales, ACoS and ROAS in one table with the same definitions, plus Excel export, so targets are set in one unit. Myntra, Meesho, Blinkit, Swiggy Instamart, Zepto and noon ads are marked coming soon.
Bulk campaign creation, bid and budget changes, and search-term analysis for Amazon India and UAE.
Learn more →Enter ad revenue and ad spend to get Flipkart ROI, the matching ACoS and ROAS, and the ROI you need to break even at your margin.
Learn more →ACoS and ROAS from spend and sales, with break-even.
Learn more →What Flipkart's ROI number means, its formula, and how it maps to ACoS and ROAS.
Learn more →Cost per order defined, with the formula and a worked example in rupees.
Learn more →Add-to-carts and ATC rate defined for quick-commerce ads.
Learn more →What a release order is and how PLA credits sit under it.
Learn more →Flipkart ROI is attributed revenue divided by spend, shown as a multiple. It is the inverse of ACoS: ROI 5 equals ACoS 20%, and ACoS = 100 / ROI. It is the same ratio Amazon calls ROAS.
On Flipkart, Meesho and Myntra panels, yes: ROI there means sales over spend, which is ROAS. In the finance sense ROI is (sales minus spend) over spend, which is ROAS minus one. No marketplace panel uses the finance sense.
Cost per order: ad spend divided by orders attributed to the ads. ₹2,000 spend for 50 orders is a CPO of ₹40. It also equals CPC divided by conversion rate.
Add to cart. Blinkit, Zepto and Instamart dashboards report ATCs alongside clicks and orders; ATC rate is add-to-carts divided by clicks and is the earliest sign a quick-commerce campaign is working.
A release order: the budget a brand commits for a period of Myntra advertising, against which PLA credits and banner spend are allocated. It is an amount, not a performance ratio.
Divide 100 by the ACoS. ACoS 25% is ROI 4; ACoS 15% is ROI 6.7. Then re-check break-even on Flipkart, because commission and return rates differ from Amazon.
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