Browser pixel + Conversions API without dedup = double-counted sales

Browser pixel + Conversions API without dedup = double-counted sales

Conversions API (CAPI) = server-side event tracking that backs up the browser pixel after iOS signal loss. Run both without matching event IDs and Meta counts each purchase twice.

Symptoms (audited 30 accounts running CAPI):
— Inflated reported conversions: +20–40%
— Phantom ROAS lift that doesn't hit the bank
— Event Match Quality often <6/10

Fix: pass the same event_id from pixel and CAPI so Meta deduplicates. Verify in Events Manager → 'Deduplicated' status. Push Event Match Quality to 7+/10 with hashed email/phone server-side.

Read: if your Meta sales suddenly jumped 30% with no real revenue change, you didn't scale — you double-counted.