Meta browser and server events are not deduplicated

Browser and server purchases for the same order do not share an event id.

Why it matters

Without matching event ids, Meta can count the same purchase twice.

How to fix it

1. Send the same event_id (for example the Shopify order id) on the browser Purchase and the Conversions API Purchase.
2. Use the same event_name (Purchase) on both, and send the server event within 48 hours of the browser event.
3. In Events Manager → Purchase → Event deduplication, confirm the deduplication rate rises after the change.

Background reading

• Meta shows fewer purchases than Shopify: read the gap before you cut ads
• Meta Pixel and Conversions API deduplication on Shopify: event_id explained

After a fix, TagGap confirms it on the next comparison run. Questions: support@taggap.com.