Deduplication
01 Definition
Deduplication meaning: Deduplication removes double counting so one conversion is not credited more than once.
Deduplication is the process of ensuring a single conversion is counted only once, even when several channels or platforms each try to claim it. Tools match conversions by an identifier, such as an order ID, and drop the duplicates. It keeps totals from being overstated.
Also called
Why it matters
How Deduplication fits the work
Without deduplication, overlapping platforms each report the same sale, inflating totals and leading you to overvalue channels and overspend.
In context
Passing the same order ID to both the ad platform and the analytics tool let deduplication count the purchase once instead of twice.
Practical note
Reliable deduplication needs a shared, consistent identifier like a transaction ID; mismatched or missing IDs let duplicates slip through and distort reports.