Why your pixel might be double-counting
If you ever run the browser pixel and the server-side Events API together, you can accidentally count one sale twice. Let's prevent that.
The fix is called event deduplication — telling TikTok 'these two reports are the same event, count it once.'
How it works: each event sends a matching ID (event_id) from both the browser and the server. TikTok sees the same ID twice and merges them into one.
Why it matters: without it, your dashboard shows phantom conversions, your cost-per-sale looks amazing, and you scale a campaign that isn't really winning. Inflated numbers, real losses.
Good news: most platform integrations (Shopify, common tag setups) handle this for you. Your job is mainly to check, not build.
Try this: in TikTok's Events Manager, look for a 'deduplicated' or 'duplicate events' note on your Purchase event. Don't worry if the wording is buried — finding it once means you can trust your numbers from now on.
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Why your pixel might be double-counting
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