Why to exclude VAT in cost data import?


OWOX BI imports data as it is given by an advertising service’s API — with or without VAT amount (or another tax according to applicable law).

With tax Without tax
  • Hotline
  • Trafmag
  • Google Ads
  • Facebook
  • Bing
  • AdRoll
  • Sklik
  • Twitter
  • Outbrain
  • Yahoo
  • Criteo

An ad campaign costs $10. The amount invoiced is $12, including tax. Still, in the Google Analytics report, you will see a value of $10 because the tax of $2 is excluded from statistics.


It means the costs will be overstated where the tax is added to the totals. 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.

That is why it is important to bring the costs into one type — without tax amount.

To do it, specify the needed VAT percentage to exclude when creating a pipeline from Hotline, or Trafmag. The tax amount will be deducted automatically from the ad costs during the data import.


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 in 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 by adding calculated metrics to it.

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