MISTAKE: Promoting a merchant through two networks and triggering dedup clawbacks

MISTAKE: Promoting a merchant through two networks and triggering dedup clawbacks
When the same brand runs on CJ and Impact, and you've got links to both live across your site, a single sale can fire on both — and the merchant's de-duplication logic reverses one, sometimes flagging the publisher for 'double-dipping.' Sites don't notice until a reversal wave hits the dashboard.
The fix: Pick one network per merchant as canonical and purge stray links to the other. Where rates differ, pick the higher one and stick to it. If a merchant just moved networks, audit for orphaned old-network links before they fire reversals.
Why it matters: Dedup reversals look like random shrinkage and quietly tank your effective conversion rate — and repeated 'double-firing' can read as fraud to a nervous program manager.