Emmanuel Flossie shared a recent update that the Google & YouTube App for Shopify is causing conversion values in Google Ads to include VAT/tax, inflating reported revenue and ROAS.
Emmanuel explains that this isn’t a bug. It actually aligns Google’s tracking with industry standards, where VAT is included in total sales.
For those wanting more precise control, he recommends disabling default app tracking and using custom conversion setups via Shopify Pixels or Customer Events.
Check out the full video here: Shopify’s Google and Youtube App Tracking Values Changed in Google Ads.