Glossary · Attribuer
Deduplication
Deduplication means counting only once an event that was transmitted several times. It protects the figures from everything that naturally replays: a page refresh, a network retry, a service sending the same message down two paths.
Relier une vente à ce qui l’a produite — et refuser d’inventer quand le fil manque. The forty terms of the trade
What it is for
Without it, any measurement drifts upwards. A sales counter that doubles on a reload is not slightly wrong: it is unusable, because you no longer know which share of the figure is real. It is the price of accuracy in a system that receives its data from outside.
How it is set
It turns on the choice of key. The right key identifies the thing in the real world — a payment, a click, a person — never the message announcing it. The same payment can arrive as two kinds of event: a key set on the event would let the duplicate through.
The classic mistake
Deduplicating on the received message's identifier instead of the announced object's. The check passes, the logs are clean, and turnover counts the same payment twice.
Two keys, two outcomes
The event
The message received. Two messages for one payment, and it counts twice.
The payment
The thing in the real world. Two messages, one amount banked.
The right key names what happened, not what announced it.
What Subtraq does with it
Two separate guardrails. A touchpoint is unique per person and per click, so a reload does not manufacture a second one. And a payment's idempotency key carries the payment's identifier, not that of the event announcing it.
Read next
Un terme seul ne sert à rien. Voici ceux qui le rendent utilisable.
Webhook
Read the definition →Touchpoint
Read the definition →« Deduplication », une fois posé sur de vraies ventes
An attribution model is not understood by reading it: it is understood by watching two campaigns swap places when you change it. The demo opens a workspace filled with fictional data, labelled as such, where the three models are compared on the same sales.
Compare the three models