Tracking & DataDeduplication
What is Deduplication? Stopping Conversions from Counting Twice
Also known as: dedup, double counting
Short answer
Deduplication is the process of merging events that are really the same, so one sale is not counted twice. It matters when a conversion is sent from both the browser and the server, because without merging your reports show two sales.
How to check it yourself
- Take a seven-day window.
- Count real transactions in your own system.
- Count conversions the ad platform reports for the same window.
- Compare. The platform may report fewer because of attribution. Reporting far more is the sign of double counting.
Causes and their fixes
| Cause | Fix |
|---|---|
| Tracking code installed twice | Remove one installation |
| Browser and server, no matching marker | Send identical event markers |
| Thank-you page reloaded | Key the event to the order number |
| Retry after a failure | Use a stable marker, not a regenerated one |
Frequently asked questions
- What causes conversions to count twice?
- Four usual causes: tracking code installed twice on a page, browser and server sends with no matching marker, a customer reloading the thank-you page, and retries after a network failure without a stable marker.
- How do I check whether this affects me?
- Compare the ad platform conversion count against real transactions in your own system over the same window. If the platform reports far more, double counting is almost certain.
- Is it safer to send from one path only?
- No. One path means losing conversions, which is the bigger problem. Send from both paths with a correct event marker.
Related terms
Konektor guides
Your ad numbers are only as accurate as the data behind them
Konektor captures the Click ID and sends conversions that close on WhatsApp, over the phone, or in a shop back to the ad platform.