One lead, not three conversions

Duplicate conversions from one lead

Someone clicks your ad. They request a quote, tap your phone number and download your brochure. That is one lead.

If your quote form, your phone number and your brochure are each a conversion action, your ad platforms can count that visit three times.

• Your cost per lead looks too low. If that lead cost you €90 in clicks, the report says €30 per conversion.
• Your campaigns look busier than they are. One active visitor can read as three conversions.
• Your inbox shows one quote request to answer.

Google's Count: One works per action

With Count set to One, Google Ads counts one conversion per ad click. Google calls it a good choice when what matters is whether a lead came in.

But it works per conversion action. In Google's own example, one person fills in two kinds of form, and Google shows two conversions. A quote form, a phone click and a download as three actions can still be three.

Meta: no such setting found

We have not found a counting setting like this in Meta. So Sightwick applies its own rule to what it passes to Meta.

On a lead site, if Sightwick's scan finds your own Meta pixel, sending to Meta stays off by default.

To use the rule on Meta, make Sightwick your only lead sender (step 7). Linking Meta follows Meta's review.

One sent, all three visible

Sightwick's default counting rule is called Highest value per session. A visit ends after 30 minutes without activity.

• Each lead action gets a value. Your deal value times your close rate, times a default weight per action. A quote request weighs 0.90, a phone click 0.55 on a phone and 0.20 on a desktop. You can set your own amount per action instead.
• Sightwick waits before a conversion leaves. It is held for between 2 and 30 minutes, in case a more valuable one follows in the same visit.
• The highest value goes to your ad platforms. In the example, that is the quote request. The phone click and the download stay behind.
• Sightwick's reports keep all three. The phone click shows at zero. The download keeps its value under Secondary conversions.
• Repeats count the same way. A form sent twice after a typo is still one visit, and still one conversion for your ad platforms.
• Delivery shows what was held back. Per platform and per day, in a column called Same session.

Up to 14 lead actions found

On a lead site, Sightwick's scan finds your lead actions, such as forms, phone clicks and downloads. Up to 14 kinds start switched on for your ad platforms.

The session rule still passes on one per visit.

Where the rule stops

• Per visit, not per person. Someone who comes back tomorrow and taps your number is a new visit, and can be a new conversion.
• Once a conversion has gone out, a more valuable action later in that visit does not replace it. It does not go to your ad platforms and shows on Delivery as Late in session.
• The waiting room lives in our server's memory. After a restart, for an update or a crash, a second conversion from the same visit can still go out. A crash can also drop a conversion that was still waiting; it stays in your reports.
• A visit that runs on for more than half an hour after its conversion left can send a second.
• The rule covers only what Sightwick passes on. Your own Meta pixel and Google tag keep counting the way they do now.
• Nothing goes to an ad platform without the visitor's marketing and analytics consent.
• Want a different rule? Ask us. Conversions already delivered are not resent or withdrawn.

Expect fewer conversions from Sightwick than from tags that count each action.

10 repeats kept from Meta

On a Dutch web shop we work closely with, from 28 August to 6 September 2026, 26 conversions went to Meta. Another 10 were held back as Same session.

All 10 were repeat quiz completions, in visits that had already passed one on. They were not leads, and 10 is a small number. A lead site gets the same rule.

Check your own count first

1. In Google Ads, look at which conversion actions are primary. A quote form, a phone click and a download as three primary actions can count one visit three times.
2. Without Sightwick, make the action you care about most primary, and the others secondary. The catch: a visit with only a phone click then stops counting for bidding. Sightwick's rule picks per visit, once its actions are primary (step 6).
3. Set your lead actions to Count: One. It only stops repeats of one action after a click.
4. Check the actions Sightwick adds to Google Ads. A new one starts as secondary when that category already has a primary action. Google only bids on it once you make it primary or add it to a custom goal.
5. Put a week of conversions from each platform next to the leads in your inbox. Include Sightwick's actions. If a platform shows more, check which actions counted the same visit.
6. Once that week shows Sightwick's actions recording conversions in Google Ads, make them primary and your tag's lead actions secondary. Your tag still reports them under All conversions.
7. On Meta, pick one sender per lead. Sightwick can't share an event ID with your pixel, so with both, Meta can count a lead twice. To pick Sightwick, ask us to switch it on; once Events Manager shows its lead events for a week, drop the lead event from your pixel.