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Does TrueROAS include tax and shipping in my sales?

Sales include tax and the shipping your customer paid, unless you turn on Exclude tax or Exclude shipping in your Reporting Settings.

What sales include by default

TrueROAS counts each order at its order total, the amount your customer paid. That total includes tax and the shipping the customer paid, so both are part of your sales until you leave them out. Refunds are not taken off that total unless you turn on Subtract refunds from sales. See Can TrueROAS take refunds off my sales?.

Leave out tax or shipping

  1. Click General Settings at the bottom of the left menu and open the Store Settings tab.
  2. Under Reporting Settings, click Manage.
  3. Under Data Options, turn on the switch you need:
    • Exclude tax on orders (Remove tax from order totals). You will see Tax is now excluded from sales.
    • Exclude shipping on orders (Remove shipping charges from order totals). You will see Shipping is now excluded from sales.

You can turn on one switch or both. With both on, each sale is the order total minus its tax and minus the shipping the customer paid.

Under the switches you see Leaving out tax and shipping here only changes your TrueROAS reports. To change the value Google Ads receives, open Events Manager.

Turn a switch off to count tax or shipping again. You will see Tax is now included in sales or Shipping is now included in sales. If saving fails, you will see Error updating setting. Please try again.

What changes

When a switch is on:

  • On the Dashboard and in the Ads Manager, Total Sales, the sales of each channel and campaign, and the numbers worked out from sales, such as AOV, ROAS and profit, go down.
  • Your numbers change for every date, past ones too, because TrueROAS takes the tax or shipping out each time it loads your numbers.
  • An order that comes to 0 once tax or shipping is taken out, such as a free sample where the customer paid only for shipping, is left out of your sales and order numbers.
  • The Recent Orders card and Order Flow show each order's value without the part you left out, with a note such as excl. VAT (the order's tax) or excl. Shipping and the amount that was taken out.

These stay the same:

  • Your ad spend, and the numbers the ad platforms report themselves, such as the cards ending in by Meta.
  • The Shipping Cost and Processing Fee you set in Cost Manager. Shipping Cost is what shipping costs you, not what the customer paid. See How do I add my product costs in Cost Manager?.

Good to know

  • The switches apply to the whole store, so everyone on the store sees the same numbers.
  • Only the store owner or an admin can change them. Everyone else sees Only the owner or admin can change this setting globally and the switch stays as it was.
  • The switches are only in General Settings. The gear panel in the Ads Manager does not have them.
  • They do not change what TrueROAS sends to the ad platforms. Google Ads has its own switches, see Can I leave VAT and shipping out of the value sent to Google Ads?.
  • Product Attribution counts item prices instead of order totals, so these switches do not change it. See What do the numbers in Product Attribution mean?.
  • You cannot leave out only some tax rates or some shipping methods, and you cannot choose differently for your own login.