Tracking accuracy, VAT and shipping | Profit Bidding Guide

Tracking accuracy compensation

Not every sale shows up in Google Ads. Cookie consent, privacy settings, attribution windows and offline sales all hide some of your conversions. When sales go missing, your reported ROAS looks lower than it really is, and profitable products get bid down.

In ProfitClarity^TM you set your tracking accuracy: the share of your sales your tracking actually records. If only 80% of sales are tracked, set it to 80%. GROW lowers each ROAS bid to match, so Google is aiming for the ROAS it can actually see.

Example

ROAS bid for a 10% profit target3.05

Tracking accuracy80%

ROAS bid sent to Google (3.05 × 80%)2.44

Set it once for the account, and override it for individual products if you need to.
It only adjusts ROAS bids. CPC bids are real money per click, so they are not changed.
Only move it from 100% when you are confident. Check your analytics, CRM and attribution reports first, and stick with 100% if you are unsure.

Google Shopping Settings in GROW: tracking accuracy slider and conversion tag reporting options — Tracking accuracy and conversion tag reporting, in your Google Shopping settings.

VAT / tax and shipping tracking

Margins are worked out without VAT. Your feed price includes VAT, so GROW takes it off first. The VAT rate comes from each product’s costs, or your country’s default rate (e.g. 20% in the UK).
Your bids match your tracking. In conversion tag reporting you tell GROW whether the conversion value your tag sends includes VAT and shipping. GROW calculates each ROAS bid on the same basis, so it lines up with the ROAS Google reports.
Shipping revenue isn’t profit. What a customer pays for delivery covers your delivery cost, so it isn’t counted as margin. Anything you pay on top goes in as a shipping subsidy.
Shipping on returns. Choose whether you lose the shipping cost when an order is returned, and it is included in the returns calculation.