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What is Event Serialization?

Level 10
Level 10

Event serialization is the process of implementing measures to prevent duplicate events from entering Analytics reporting. This can commonly occur when a user refreshes the page multiple times, navigates to a certain page multiple times, or saves the web page to their computer (for example, if a customer saves a purchase confirmation page to their computer, every time they view it orders and revenue would be counted again if event serialization was not in place).


Event serialization is useful in the following instances:

  • A page may be reloaded or refreshed and repeatedly send an event. Event serialization prevents events from being recounted by using a serial number for each event.
  • The user saves the page to his/her machine for later review. This scenario is quite common on purchase confirmation pages to review purchase receipts. Event serialization prevents the subsequent page reloads from re-counting the events.
Note: Data Sources does not support event serialization or de-duplication.

This document describes the process to implement Event serialization for conversion and custom events. To use Event serialization, you must first contact Adobe Live Support to have it enabled.

The default behavior is to count each instance of an event. An event is set for each pageviewthat is counted, even on page reloads or page refreshes. The s.purchaseID variable is used in order to uniquely identify each order (purchase). This allows a user to reload the order page without recounting the order, revenue, or products. A similar feature is available for all events. This includes pre-defined events such asprodView and scCheckout, as well as all custom events.


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