Almost every order was counted twice and half had no traffic source. Three weeks later, each order counts once.
A subscription shop, EU.
Connected: Google Analytics, Google Ads, Meta, Stripe. Period: August to October 2026.
| What we measured | Before | After |
|---|---|---|
| Purchases with no traffic source | 56% | 0.9% |
| Purchase events per real order | 2 | 1 |
| Sales credited to the payment provider | 3 a month | 0 |
| How long data is kept | 2 months | 14 months |
What was wrong
From 3 September the order system sent a second purchase event for almost every order. Google Analytics counted most sales twice: 63 purchase events for 32 real orders on one day.
At the same time more than half of all purchases had no traffic source. That made the ads look weak and the revenue look fine, when neither was true.
What we did
The shop bought an audit. Trackian checked the Analytics account, walked through the shop in a real browser and matched the orders in Analytics against the shop's own order list.
Their developer stopped the second purchase event, working from a task list Trackian wrote. We changed two Analytics settings: the payment provider no longer counts as a source, and data is now kept for 14 months. Trackian then re-checked the open items until the live data agreed.
What changed
Since 24 September each order is counted once. Since October fewer than 1 in 100 purchases has no source. Google Ads and Meta now see the sales they brought.
Where the numbers come from
Read from the customer's own Google Analytics and shop, with their permission. Before is August 2026, after is October 2026, same property. We proved the double counting by matching it against the order list. The customer is not named.
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