Why your GA4 conversion rate looks impossibly high
If your conversion rate suddenly reads 20%, 40% or more, do not celebrate yet. A rate that good is almost always a measurement fault inflating the top, or deflating the bottom, of the calculation.
What inflates the number
- Double-firing conversions: one sale counted several times. See duplicate conversions.
- Conversion set to count on every page rather than once. See firing on every page.
- The wrong event marked as a key event, so a common action (like a scroll) counts as a conversion.
What deflates the denominator
If consent blocks many sessions but your conversion tag still fires, you divide real conversions by a shrunken session count, and the rate rockets. The fix is to confirm the conversion counts once per real action and that sessions and conversions are measured on the same consented basis. A rate that is too good hides a tracking problem just as surely as one that is too low.
Want us to check your tracking in 10 seconds?
Pop in your domain and we will show you what is firing, what is not, and where data is leaking. Free, no signup.
Check my tracking freeGet a plain-English audit
We check your live GA4, Google Tag Manager and consent setup by hand and tell you exactly what is wrong. The audit comes off any build.
See how it works & pricingDatahound are analytics and ad-tracking specialists. We fix broken GA4, Google Tag Manager and server-side tracking so every sale, form and call gets counted. Back to datahound.agency · All tracking guides · Fixing duplicate conversions