Q: My conversion numbers are higher than the network's, and now they're auditing me. What happened?

Q: My conversion numbers are higher than the network's, and now they're auditing me. What happened?

A: Almost always a double-firing postback (the server-to-server ping that reports a conversion). Inflated counts on your side are a red flag for fraud even when you did nothing dishonest.

The duplication traps:

— Your thank-you page fires the pixel on every reload, so one buyer who refreshes counts three times.
— You fire both a client-side pixel AND a server postback for the same event, doubling it.
— A retry loop on a timeout re-sends the same conversion without an idempotency key, so a slow network multiplies one sale.

Fix: attach a unique transaction ID to every conversion and dedupe on it before you count. Fire ONE source of truth — prefer server-side postback over a reloadable pixel. Store sent transaction IDs so a retry can't create a second record.

Short version: inflated counts usually come from a postback firing twice. One source, one ID, deduped.

Still stuck? Drop your case in the comments.