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Deduplication ensures the same conversion is not counted twice.

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When duplicates happen

  • Browser pixel fires
  • Server event also fires
If both arrive, platforms may count both unless they share a matching ID.

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How to dedupe

  • Generate a unique event_id per conversion
  • Use the same event_id for browser + server
  • Always include event_id on conversion events (Purchase, Lead, StartTrial).
  • Keep IDs stable and UUID-like.