Find & Fix | Duplicate Transactions

Kader Ağdağ
Feb 18, 2021

Sometimes when you look at your sales data, do you say there is something wrong with this?When you are analyzing your sales data, you might encounter with more purchase data(value) than you were expecting, it is pretty normal to be worried because this will cause your strategy to appear wrong.

What Are Duplicate Transactions in Google Analytics?

When a single transaction is logged more than once in your analytics data, Google Analytics considers this to be a duplicate transaction. This may occur for a variety of reasons, including when a consumer reloads the order confirmation page after making a purchase or when a transaction is captured by numerous tracking codes on various sites.

You may get an unreliable image of your e-commerce success as a result of duplicate transactions that distort your statistics. Your revenue and transaction counts may be inflated as a result, which might result in poor business decisions. For instance, if you have a lot of duplicate transactions, your sales and transaction metrics can be better than they really are, giving you the impression that your company is doing better than it really is.

It's crucial to carefully configure your tracking code and confirm that it is effectively deployed on your website in order to avoid the occurrence of duplicate transactions in the first place. In order to guarantee that the analytics data you use is accurate and dependable, you should also routinely search for and eliminate any duplicate transactions. By using reliable e-commerce performance statistics, you will be able to make wise business decisions.

Common Causes of Duplicate Transactions in Google Analytics

In Google Analytics, duplicate transactions can arise for a number of reasons:
1) Customer refreshes the confirmation page
After making a purchase, a consumer may reload the confirmation page, which might result in several instances of the transaction being logged in Google Analytics. This is possible if the tracking code is included on the confirmation page because it will run every time the page loads.

2) Several tracking codes
Having multiple tracking codes on various pages of your website may result in Google Analytics recording the same transaction more than once. This may occur if the tracking numbers are used on several checkout-process pages, such as the cart page and the confirmation page.

3) Tracking code implementation problems
These problems may result in duplicate transactions being logged in Google Analytics. For instance, if an event tracking code and an e-commerce tracking code both trigger for the same transaction, the transaction may be logged twice.

4) Server-side issues
Duplicate transactions might occasionally be the result of server-side issues, such as difficulties connecting to your payment gateway or having your server communicate with Google Analytics.

If your customer has a transaction on the website, it should be seen as just a transaction. So ONE transaction id should have ONE transaction. But sometimes, Google Analytics’ triggers can run wrong. It can trigger your transaction two or more.

And when you have decided to look at paid channel's performance, you can be wrong according to these broken data. each transaction is unique for each transaction id.

‌If you have this problem, you can handle them by following these steps;

‌• The most common reason for its duplication issue is that each transaction triggers more than once when the "thank you" page loads (or any page about completing the purchase). Make sure this page is only ever triggered once.
‌• If you have raw data to keep sales data, you can compare it with Google Analytics data to determine whether the flow in different payment methods causes it.
‌• By keeping the transactions in a memory such as a cookie or local storage, you can do the checks before sending the analytic transaction. Still, the most definite solution will be the solution we made with custom tasks over GTM.

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