Fireshift / Features / Duplicate conversions
Duplicate conversions: the check
We flag two patterns: the same Google Ads conversion label on two or more tags, and one trigger that fires two or more labels. In a 4 Nov 2026 rescan of 203 B2B SaaS sites with Google Ads conversion tags, comparing triggers by their exact compiled conditions, 61 (30.0%) had the same label twice or one trigger firing 2+ labels in the same Ads account. Whether that is a double count depends on which actions are primary, which we can't see.
Static rescan of 312 domains, 203 with Google Ads conversion tags, 4 Nov 2026. The four patterns and how to check each.
What we detect
- Same label, two tags. One conversion label on two
__awcttags, in one container or across two containers, or in GTM plus a gtag snippet in the page source. - One trigger, several labels. One trigger we can describe (an event, a URL, a click) that fires two or more Ads labels. Triggers we can't describe don't count as shared: two tags with an unreadable trigger are not proof of anything.
Score: −10. The free scan groups triggers by what they do. The research rescan behind the numbers above compared exact conditions and split out labels going to different Ads accounts (24 sites, 11.8%), which is usually deliberate.
A real example
One B2B SaaS site in the 4 Nov rescan (IDs masked):
Tag A AW-•••••••••/••••7d trigger: event hubspot-form-success, form ID = (demo form)
Tag B AW-•••••••••/••••7d trigger: page load, URL contains /request-a-demo/thanks
same label, two tags
If the demo form sends people to that thank-you page, one demo request fires the label twice. Real shared triggers we saw on other sites: one hubspotFormSubmitted event firing 7 labels, a Registration event firing 6, and a cookie banner event firing 5.
Why it hurts Smart Bidding
If two primary actions count the same step, one lead shows as two conversions in the Conversions column. Bidding thinks that traffic is twice as good as it is. Setting the count to "One" doesn't merge them: "One" is per click per action (Google Ads Help: counting options).
How to fix it
- In GTM Preview, submit your own form once and list the Google Ads tags that fire.
- Same label twice: keep one trigger, usually the form success event.
- Several labels on one trigger: in Google Ads, keep one primary per business step and make the rest secondary.
- Send a transaction ID (the form's submission ID), so Google drops a repeat of the same conversion (Google Ads Help: transaction ID).
What we can't see
- Primary or secondary. That setting lives inside the Google Ads account. A flagged conversion only steers bidding if it is primary, so check it in Goals, Conversions.
- The click path. We see that a form tag and a thank-you tag share a label, not whether the form redirects there.
- A GA4 key event imported into Ads on top of an Ads tag for the same step. That import lives in the account.
FAQ
Why did your study say 63.8% and this page 30.0%?
The 4 Nov study grouped triggers by a short text summary, which made different triggers look the same. Exact matching on a fresh sample gives 30.0%. We use the tighter number.
Is firing two labels on one trigger wrong?
No. One primary plus secondary actions for reporting is normal, and so is firing into two Ads accounts. It's a problem when two of them are primary.
Will a transaction ID fix everything?
It stops the same action counting twice with the same ID. It doesn't stop two different actions counting one lead.
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