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Conversion Source Consistency

Multiple conversion actions in this account track what appears to be the same business event but report different sources. Some Website (tag-fired), some Import (offline upload), some Phone Calls. Without explicit deduplication, the same conversion can be counted across sources and inflate measurement.

CL
By Christopher LandaverdeCreator of AdLint · ad-tech tracking specialistUpdated

Why It Matters

A purchase tracked via the website conversion tag AND uploaded via offline conversion import is the same conversion counted twice. Google Ads does not automatically deduplicate across sources. That is the team's responsibility. The most common pattern is a website-tag-based conversion that is also enriched via offline import for value updates (legitimate, but the import should update, not duplicate). When two source-distinct actions exist for the same event, every Smart Bidding cycle and every report doubles the affected event. The check identifies same-event-different-source patterns; the team must decide whether the duplication is intentional value enrichment or accidental double-counting.

How To Fix It

  1. AdLint's details list same-event candidates and their sources.
  2. For each pair, decide: is the import enriching the website tag with offline updates (legitimate, configure import to update existing conversions not create new ones), or is it a separate accidental action?
  3. Where accidental: archive the redundant action and consolidate on the canonical one.
  4. Where intentional enrichment: ensure the import is configured with "Update conversions" mode rather than "Create new conversions". Google Ads → Tools & Settings → Conversions → Imports.

Example

Configuration
Same-event candidates:
  Purchase. Website (tag-based)
  Purchase. Offline Import (CRM upload)
Decision: ensure the import updates the existing Website conversion rather than creating a new one.
For Your Client Report

Google Ads conversion actions for the same business event configured with inconsistent sources (Website, Import, Phone Calls). Google's offline conversion import documentation, multiple sources for the same event must be explicitly configured to update existing conversions rather than create new ones, or they will count the same event multiple times. Fix: identify same-event-different-source pairs and either consolidate or configure the import in Update mode. Source: support.google.com/google-ads/answer/2998031.

Drop this paragraph into your client deliverable. Sources back to the canonical platform documentation linked below.

References

  1. [1]Google Ads. Import offline conversions

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