One pageview should fire one GA4 config and one Ads/Meta conversion per real event. Nepal sites often run a theme Pixel, leftover gtag.js, and two GTM containers. Arjan KC treats that as an outage, not a reporting style. Ownership: GA4/GTM. Click recipes: GA4 + GTM. Dictionary: GTM.

→ Conversion tracking · Analytics Nepal · Ads ownership

Why CPA objects need clean tags

/case-studies/kathmandu-home-services-google-ads/ −42% CPA and /case-studies/nepal-education-consultancy-ppc/ −40% CPL only mean something if a conversion is one booked job or lead. Double tags would invent extra conversions. This page does not publish a “we found 2× events” case.

Image: Arjan KC media library.

Hunt list (one hour)

Symptom	Look in	Remove
Two GTM GTM-XXXX snippets	theme header, plugin, GTM itself injecting another	Keep one company container
gtag.js / G- plus GTM GA4 tag	header.php, Site Kit, MonsterInsights	One path: GTM or Site Kit, not both
Facebook Pixel in theme and GTM	functions.php, header scripts, GTM Pixel tag	Pixel only in GTM
Two Meta Pixel IDs	BM vs leftover	One Pixel on the company BM
Conversion linker + duplicate Ads tag	GTM Preview on thank-you / wa.me	One conversion per event

WordPress “SEO + Pixel” plugins love to silently add gtag. After Dashain theme copies the problem returns — freeze plugins like you freeze festival landings.

Image: Arjan KC media library.

How to spot duplicates in ten minutes

1. View the page source (Ctrl+U) and search for GTM-, G-, AW-, and fbq('init'. Each ID should appear once in the place you expect.
2. Open Tag Assistant and connect to the site. Count how many times the GA4 page_view and each conversion fire on one page load or one form submit.
3. In GA4 → Reports → Realtime, load a test page once and watch whether the event count rises by one or two.
4. Install the Meta Pixel Helper browser extension; it warns when the same Pixel fires more than once or when two Pixel IDs are present.
5. In the browser’s developer tools, open Network and filter for collect (GA4) or tr? (Meta) to see each request being sent.

Where duplicates hide on WordPress

• The theme’s “header scripts” setting, plus a plugin doing the same job.
• Google Site Kit inserting GA4 while GTM also has a GA4 tag.
• A WooCommerce or SEO plugin with its own analytics option switched on.
• An old child theme or header.php edit that survived a redesign.
• A page builder (Elementor, Divi) with custom code in its global settings.

After you delete the extras

1. Preview on mobile 4G, not only desktop.
2. Confirm canonical host so you are not testing www while ads hit apex.
3. Then trust Search/Meta bidding again — Quality Score will not save bad conversion counts.
4. Export GTM JSON to a company repo (see recipes post).

Next: GTM ownership · tracking mastery · hire.