CAPI dedup or double counting. Why are events inflated?

When both the browser pixel and CAPI send the same conversion event without a deduplication mechanism, Meta counts the event twice. This inflates reported conversions and feeds the algorithm incorrect signal.

This issue is common among Meta advertisers and usually indicates a structural or optimization problem that can be resolved with the right approach. Understanding the mechanism behind the problem is the first step to fixing it.

This problem typically stems from one or more of the following:

• Check Events Manager > Deduplication Diagnostics section
• Server events matched with browser should be above 80%
• Check event log for same event appearing twice

Follow these steps to identify the root cause:

1. Check Events Manager > Deduplication Diagnostics section
2. Server events matched with browser should be above 80%
3. Check event log for same event appearing twice
4. Compare All Conversions to CRM order count (gap above 50% is unusual)
5. Check for multiple pixel IDs or integration apps sending events

Once you've identified the cause, apply these fixes:

1. Start by identifying the root cause using the diagnostic checklist above
2. Make one change at a time and wait 24-48 hours to see results
3. Document what you changed and the outcome for future reference
4. If the issue persists, consider reaching out to Meta support with specific details
5. Use the quick fix page for immediate action items