Google Analytics Audit Test #

46

Duplicate Events

Why It Matters:

Critical to understanding user and site behavior.

Industries:

All

Checks For:

Accuracy

How accurate is your recent data?

Insight Category:

Behavior

Can you tell what visitors are doing?

Google Analytics Audit logo

Background

A GA4 audit is essential for uncovering missing insights—key data points that organizations don't yet know and can act upon. A well-done audit evaluates both behavioral tracking and traffic attribution, ensuring each is accurate and useful. It also assesses whether the data collected truly supports business decisions and reporting.

Test Detail

This test finds repeated instances of the same event occurring in the same session or pageview. Duplicates inflate counts and skew analysis.

Check This Test for Free! Instantly.

Our free instant audit tool checks for 90 issues in 90 seconds.

Then gives you a prioritized list of items to tackle.

No cost, no sales call... just free goodness.
‍

Run a free instant audit
Google Analytics audit test results.

How to Conduct This Test

Basic Tests

  • In BigQuery or GA4, segment by session ID and event name.
  • Look for repeated events like add_to_cart, purchase, etc.
  • Especially check if counts are consistently higher than expected.

Automated, Free Audit

Run our Instant Audit to find out now if you have issues with duplicate events that are corrupting your understanding of site behavior.

Need clean data? Hire a pro to audit your tag logic and ensure that you aren't collecting corrupt data.

How To Fix

  • Check for multiple tags firing on the same trigger.
  • Look at both client-side and server-side event handling.
  • Confirm events aren’t being resent from redirects or reloads.
  • Hire a pro to QA and streamline your tracking setup.

Tips from a Google Analytics Consultant

Focus on Insights

Every Google Analytics audit should result in a plan for more insights.

‍

An insight is:

  • something you don't know
  • and can act on to improve performance

The Goal

Identify and remove insight blockers. Don't get tempted to track things you can't act on!

Hire a Google Analytics Consultant
Google Analytics consultant