For the analysis of comparable metrics from all your ad services costs must result in a VAT-exclusive way.

The standard integration of Google AdWords reports cost data not including VAT.


  • 10USD of campaign costs,
  • 12USD charged including VAT,
  • Google Analytics report shows total costs 10USD.

Specify the percentage of VAT in the pipeline settings (VAT rate in AdWords may be different from VAT rate in Facebook) to import a proportional amount of Facebook costs.

If you don't consider VAT while importing cost data, you'll end up overestimate the costs of non-Google campaign.

As a result, you wouldn't be able to make correct conclusions on the efficiency of a campaigns, e.g. redistribute the advertising budget in favor of campaign with lower ROAS.


Was this article helpful?
2 out of 2 found this helpful
Have more questions? Submit a request


Please sign in to leave a comment.