You can choose to track prices either including VAT or excluding VAT, depending on your market preferences or pricing strategy. By default, this setting is including VAT.
You can update your VAT preference at any time, and tracked prices will be adjusted based on your selection.
If you use product costs, make sure they match your panel’s VAT preference, as product costs are not automatically updated when VAT settings change.
Important note: Automated tracking results coming from Google Shopping and Amazon channels are always tracked as VAT inclusive.
Google Shopping, in particular, strictly requires VAT-inclusive pricing* where applicable. If you notice a website showing VAT-exclusive prices on Google Shopping, you can report it directly to Google.