What is event deduplication in server-side tracking?

deduplication event_id double counting capi pixel

Quick Answer

Deduplication prevents counting the same conversion twice when running both client-side (pixel) and server-side (CAPI) tracking. Platforms like Facebook require event_id matching to dedupe. Proper server-side solutions handle this automatically. GTM requires manual configuration.

Full Answer

Best practice is running both browser pixel and server-side API for redundancy. But this risks double-counting conversions. Deduplication uses matching event_id values to tell platforms these are the same event from two sources. Facebook CAPI documentation specifically requires this. WordPress-native solutions like Transmute Engine handle deduplication automatically. GTM implementations require manual event_id configuration across web and server containers.