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Can I leave VAT and shipping out of the value sent to Google Ads?

Turn on Leave out VAT or Leave out shipping so Google Ads receives each order without its VAT or the shipping your customer paid.

What the switches change

TrueROAS normally sends each order to Google Ads with its full order total, the amount your customer paid. That total includes VAT and the shipping the customer paid. Two switches let you leave them out of the value Google receives:

  • Leave out VAT: Google receives each order without its VAT.
  • Leave out shipping: Google receives each order without the shipping the customer paid.

For example, an order of 327.00 with 65.40 VAT and 47.20 shipping is sent as 261.60 with Leave out VAT on, and as 214.40 with both switches on.

The currency stays your store's currency. Your orders and your TrueROAS reports do not change.

Turn them on

The switches only show once Google Ads Enhanced Conversions is on. See How do I send my sales to Google Ads with Enhanced Conversions?.

  1. Open Setup in the left menu and click Events Manager.
  2. Click Google Enhanced Conversions.
  3. If you see a summary of your settings, click Configure to show them.
  4. Under Value sent to Google, turn on Leave out VAT, Leave out shipping, or both.
  5. You see Google now receives order values without VAT or Google now receives order values without shipping. The line under Value sent to Google tells you what Google receives, for example Google receives the order total without VAT and shipping.

The switches are saved straight away, so you do not need to click Save Settings. Turn a switch off to send the full value again. You see Google now receives order values with VAT or Google now receives order values with shipping.

Match your reports

Your reports have their own switches, Exclude tax on orders and Exclude shipping on orders. See Does TrueROAS include tax and shipping in my sales?. They do not change what Google receives.

When your reports and Google use different values, Value sent to Google shows a note such as Your reports leave out VAT and shipping, but Google receives them. Click Match my reports to give Google the same choice as your reports. You see Google now gets the same values as your reports.

Orders that come to 0

An order that comes to 0 once VAT or shipping is left out is not sent to Google. For example, a free sample where the customer paid only for shipping is not sent while Leave out shipping is on. If you charge VAT on shipping, the sample is only left out when Leave out VAT is on too. Orders with a total of 0 are never sent.

With Optimize for profit

Optimize for profit instead of revenue sits in the same Value sent to Google box. With it on, your costs come off the value after VAT and shipping are left out. See Can I send profit instead of order value to Meta and Google?.

Good to know

  • The switches apply to the whole store. Anyone on the store who can open Events Manager can change them.
  • They change the value of orders sent after you turn them on. Orders already sent keep the value they were sent with.
  • When the Google settings are folded away, their summary shows Leave out VAT and Leave out shipping with On or Off.
  • They only change the value sent to Google Ads. What Meta, TikTok and AppLovin receive does not change.
  • You cannot leave out fees, only some tax rates or only some shipping methods.
  • The Google Ads window in General Settings has the same switches. See What is Feed Ad Platforms True Data in General Settings?.