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How to limit One Tag to be triggered once per user

Guide on how to limit One Tag to be triggered once per user and event

One Tag does not offer a built-in option to limit the amount of events to be triggered by event, to avoid sending several form submits if the user refreshes the page (for example).

One Tag offers a built-in option to limit the events triggered by event and page, but not per user. You can set it up on the Google Tag Manager tag, under Advanced Settings.

Meta/Facebook

Meta doesn't allow advertisers to change the conversion tracking to only once per user. A workaround is to follow the following steps:

  • Create a Cookie or Local Storage Variable in GTM:

    • In GTM, go to Variables > User-Defined Variables > New.

    • Select First Party Cookie or JavaScript Variable depending on the storage method (cookie or local storage).

    • For example, if using a cookie, name it something like conversionSubmitted and configure the variable to retrieve this cookie’s value.

    • If using local storage, create a custom JavaScript variable to check if a conversionSubmitted key exists.

  • Set Up the Trigger Condition with Cookie/Local Storage Logic:

    • Create a new trigger that will fire only if conversionSubmitted (cookie/local storage) is not set or empty.

    • Set a condition for this trigger:

      • If variable conversionSubmitted does not exist (meaning the user hasn’t submitted this form recently).

    • Attach this trigger to the One Tag conversion event tag.

  • Create a Tag to Set the Cookie or Local Storage:

    • Go to Tags > New > Custom HTML or Custom JavaScript.

    • Create a script to set the conversionSubmitted cookie or local storage item when the form is submitted (e.g., conversionSubmitted=true).

    • Set a time-based expiration (e.g., 24 hours) if using a cookie, or leave it until the next session if using local storage.

Google

Google allows advertisers to customize how many times a conversion will be tracked. It can easily be set up:

  • On Google Ads, go to Goals > Conversions > Summary
  • Pick an existing Conversion or create a new one.
  • Go to Settings within that event and pick the option "Once":

That's it! There's nothing to be done on One Tag.