The order duplication prevention logic uses several methods to prevent orders to be double counted. Without that logic Google Analytics, Facebook and other pixels often would count the same order twice.
Order duplication is more common than expected. On average, revenue reports can become inflated by 10% to 20%, sometimes even more. This is not within tolerable limits. Therefore, we implemented a few smart methods to prevent purchase conversion pixels to be fired more than once.
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The advanced order duplication prevention adds one more layer of duplication prevention. Once the browser-based duplication prevention has run, we also store that event in the WooCommerce order database. No matter on which device the purchase confirmation is re-opened, this method will prevent the conversion to be fired ever again.
The Pixel Manager detects orders with failed payments and doesn’t fire the conversion pixels in order to increase measurement accuracy.
When admins and shop managers place orders, in almost every case, this happens because they want to test orders. Usually, we don’t want to count test orders as a conversion. If you are sure you want a conversion for a test order to be counted, please follow the test order procedure and turn off order duplication prevention in the plugin settings.
The only exception on how duplication prevention works is Google Ads. Since the Pixel Manager sends the transaction ID with every order, Google does its own deduplication on the side of Google Ads. That sometimes takes several hours. So it can happen that some conversions show as duplicates on the same day but will be removed over night. This has no negative impact on the bidding algorithm, as Google only uses deduplicated data for optimization.