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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 don'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 a result, the cost data will be imported to Google Analytics remaining consistent with Google Ads costs.

If you don't exclude VAT for these services while importing cost data, you'll end up overestimate the costs of your campaigns. As a 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.

Note:Currently, there is no technical possibility to add VAT for the imported costs. It's only possible to exclude VAT for the ad services that include it to the cost data. If you don't need to exclude VAT, leave the field empty.
If you want to analyze data with VAT included, you can create a custom report in Google Analytics adding calculated metrics to it.

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