Shopify
Meta Ads
TikTok Ads
TL;DRStarting July 1, 2026, Meta adds an extra fee on ads delivered in Austria (5%), France (3%), Italy (3%), Spain (3%), Turkey (5%) and the UK (2%). The fee is calculated based on the location of the audience seeing the ad, not where your company is based, and it's not covered by the campaign budget. Below you'll find the jurisdiction table, a real calculation example, checklist and ROAS impact.
Below we explain what this means for your Facebook Ads budget and how you adjust your planning so it doesn't catch you off guard.
What exactly are these “location fees”?
They're additional costs applied to ads delivered in selected jurisdictions, to cover part of Meta's cost of doing business there. The key point: the fee is determined by the location of the audience seeing the ad (impressions), not the location of your business. If your company is in Romania but you target customers in Italy, you pay the fee for Italy.
Rates currently communicated by Meta:
| Jurisdiction | Location fee |
|---|---|
| Austria | 5% |
| France | 3% |
| Italy | 3% |
| Spain | 3% |
| Turkey | 5% |
| United Kingdom | 2% |
Meta notes that these countries and percentages may change over time. The list currently doesn't include Romania, but if you sell abroad, and many e-commerce brands do, it affects you directly.
How it's calculated: a concrete example
€100 ad delivery + €3 Italy location fee = €103 total (before VAT)
If you deliver €100 worth of ads to an audience in Italy, where the fee is 3%, you'll be billed €100 (ad delivery) plus €3 (location fee) = €103 total. Any applicable VAT is then added on top. In other words, the fee sits on top of your spend and only then is VAT calculated, a small compounding effect worth noting when you work with tight margins.
Key things about how it works
The fee is not covered from the campaign budget, it's added after delivery, so your actual spend increases by that percentage. It applies to all formats (image or video) and includes WhatsApp click-to-message campaigns and marketing messages billed together with ads. It applies regardless of payment method and appears itemized on the invoice per jurisdiction (e.g. “Italy digital services”) for transparency. And, as noted, VAT is calculated on the resulting total.
Impact on ROAS and business planning
The concrete impact: your effective CPM increases by 2-5% on the affected markets, meaning your ROAS decreases correspondingly if everything else stays constant.
| Scenario before July 1 | Scenario after July 1 (Italy 3%) |
|---|---|
| Ad spend: €10,000 | Ad spend: €10,000 + €300 = €10,300 |
| Revenue: €30,000 | Revenue: €30,000 (constant) |
| ROAS: 3.00 | ROAS: 2.91 |
A ~3% ROAS decrease sounds small, but on a €500,000/year account it's €15,000 in real margin.
Practical checklist: 4 steps
In Meta Ads Manager, filter by audience location (Austria, France, Italy, Spain, Turkey, UK). For every campaign that runs there, calculate the extra 2-5%.
If you have automated scaling with cost caps or target ROAS, adjust them to reflect the new effective cost. Otherwise you'll suddenly appear “unprofitable” in your dashboard.
Finance, procurement, marketing, so invoices are correctly interpreted when the new line “Italy digital services”, “UK digital services” etc. appears.
If you run on multiple markets, check whether reallocating to fee-free (or lower-fee) markets improves your margin at the same sales volume. Sometimes a 5% fee in Austria is offset by a higher AOV, but the math has to be done.
How we help with Facebook Ads in this context
At ALLSoft Agency, we don't just run ads, we grow businesses. A change like this is exactly the kind of detail that separates a senior-managed account from one on autopilot. Concretely, in managing your Facebook & Instagram Ads (Meta Ads):
- We model the location fee directly into your ROAS and CPA targets on each market, so the budget keeps working for profit, not impressions.
- We track every euro to the sale through complete tracking (Meta CAPI, GA4, GTM) set up before spend, so you see the real impact, not estimates.
- We report transparently, monthly, through Swydo, with direct account access, media money stays 100% in your account, fee included.
If you sell in the affected markets and want to know exactly how much location fees will cost you extra and how to rebalance the budget without losing volume, we do a free 24h account audit. From first contact to first live ad: ~48h. No long-term contracts, the client leaves happy or doesn't leave.
We tell you exactly what the July 1, 2026 location fees will cost you extra and how to rebalance the budget without losing volume. Write to alexandru@allsoftagency.ro or call +40 756 247 611.
Request the free audit →Source: Meta's official communication to advertisers about the introduction of location fees, applicable from July 1, 2026. Rates and jurisdictions may be updated by Meta over time, check the list of affected accounts in the notification received on your account.