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Why to exclude VAT in cost data import?

While cost data imported from Google Ads and a number of other ad services doesn't include VAT by default, for some ad services, you need to exclude VAT when setting up a pipeline. This will ensure that you get an accurate analysis of comparable metrics from all your ad services.

The services that export cost data excluding VAT by default are Google Ads, Facebook, Bing, AdRoll, Sklik, Twitter, Outbrain, Yahoo, myTarget and Criteo.

For example:

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

When importing data from services Yandex.Direct, Yandex.Market, VK, Hotline, and Trafmag, you need to specify the percentage of VAT to exclude in the pipeline settings. As the result, the cost data will be imported to Google Analytics remaining consistent with Google Ads costs.


If you don't exclude VATfor these services while importing cost data, you'll end up overestimate the costs of your campaigns. As the result, you won't be able to make correct conclusions on the efficiency of campaigns, e.g. redistribute the advertising budget in favor of a campaign with lower ROAS.

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