Technology
Event Deduplication
Process of preventing the same conversion from being counted twice when using both Pixel and CAPI.
Event Deduplication ensures conversions aren't double-counted when you run Meta Pixel and Conversions API simultaneously. Without deduplication: User purchases → Pixel fires → CAPI also sends event → Meta counts 2 conversions instead of 1 → inflated metrics. Solution: Include event_id parameter (unique identifier) in both Pixel and CAPI events. Meta automatically deduplicates events with same event_id and event_name within 48-hour window. Best practice: Use order ID or transaction ID as event_id for purchase events. For events without natural ID (PageView, AddToCart), generate UUID. Deduplication is critical - without it, dual tracking (Pixel + CAPI) will show 2x actual conversions, completely breaking attribution and optimization.
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