Duplicate purchase events

The same order was recorded as more than one purchase.

Why it matters

Duplicates inflate revenue and conversions, which makes campaigns look better than they are and can over-bid.

How to fix it

1. List every place that sends purchases: Settings → Customer events (app and custom pixels), theme code, Google Tag Manager and server-side integrations.
2. Keep one browser source and, if you use server-side events, one server source with a shared event id for deduplication.
3. Make sure the purchase fires once on checkout completion, not again when the Order status page is reloaded or revisited.
4. Confirm every purchase carries the same transaction_id (GA4) or event_id (Meta) so the platform can drop repeats.

Background reading

• Shopify orders don’t match GA4: how to find the exact missing orders
• GA4 shows more purchases than Shopify: how to find duplicate purchase events
• Meta Pixel and Conversions API deduplication on Shopify: event_id explained

After a fix, TagGap confirms it on the next comparison run. Questions: support@taggap.com.