What to change
Ask the measurement owner to inventory all triggers for the selected action, including automatic and legacy paths. Compare the actual outgoing events before changing their names. Decide which implementation owns the defined measure, then remove the redundant path through a controlled configuration update. Preserve any separate event that answers a different legitimate question, but make the distinction explicit so reporting cannot silently add unlike counts together.
A worked example
Illustrative example
Illustrative test: A single test action produces one event under the agreed completion definition. Retain a separate test for any legitimate secondary event whose purpose differs from the duplicated completion. A new tag manager and an older direct script may both record the same form completion. The analyst observes one labelled fictional submission and identifies two outgoing records with the same meaning. After the agreed redundant route is removed, the completion appears once. A distinct form-attempt measure is retained and labelled separately where useful, showing that eliminating duplication does not require discarding every secondary event in the journey.
What this means for your practice
A website may retain an old tracking setup alongside a newer one. If both record the same action, the dashboard can count two events for a single enquiry interaction. Ask your measurement owner to list the triggers involved and agree which one owns the intended measure. The supplier should compare the actual outgoing records before removing anything. Some secondary events may serve a different legitimate purpose and should remain clearly distinguished. Renaming a duplicate does not resolve the overlap if reports still add both together. Review one labelled fictional action after the correction and retain a separate check for any intentionally different measure.
How to check the result
The event count and configuration record agree on one authoritative trigger.
A mistake to avoid
Renaming a duplicate event merely hides the counting overlap.
Turn reading into a next step
Your action checklist
Work through these checks with your team or supplier. Tick the ones you have resolved and leave unknowns open.
Record what you know, what is still missing and the answer you need from your team or supplier.
Use project decisions only, without personal, patient or confidential details. Entries stay in this page and are not submitted to Kay & Co. Copy or download before leaving; this page does not save your notes.
Further reading
These sources provide background for the topic. The practice examples and checklist are illustrative planning suggestions from Kay & Co.
Related guides
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