Measurement and Analytics
How to avoid duplicate purchases with Meta Pixel and CAPI
Match browser and server events for the same order and diagnose inflated conversion reports.
· Digital Department
Two sources, one transaction
A Pixel can send from the browser while CAPI sends from the server. If both represent one purchase, align the event name and event ID for deduplication. Otherwise one order may appear twice. Check current Meta implementation guidance.
Trace a test order
Compare browser and server events with a controlled order. Timing, value, currency and identifiers should agree. Avoid unnecessary personal data in logs.
- Matching event_name and event_id
- Unique order identifier
- Trigger after confirmed payment
- Separate refund and cancellation records
Check against actual orders
Platform attribution is not an accounting record. Read it with orders, returns and contribution, and check tag changes when results jump unexpectedly.