Why your conversion fires on every page instead of once
If your conversion count is wildly higher than your real orders or leads, the usual cause is simple: the tag is firing on every pageview, not just on the success page. It is common, and it quietly ruins your data.
How it happens
The conversion tag was added with an All Pages trigger, or pasted site-wide, instead of a trigger that only matches the thank-you or confirmation page. So every visit to any page logs a conversion. A visitor who views ten pages logs ten conversions.
Why it is damaging
- Your conversion count and conversion rate balloon to fiction.
- Google Ads and Meta optimise toward "conversions" that are just pageviews, wasting budget.
- Revenue, if the value is hard-coded, is multiplied too.
The fix
In Google Tag Manager, change the trigger so the conversion fires only on the specific success page or event, then verify in Preview that one action equals one conversion. This is a close cousin of duplicate conversions, and just as costly.
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