Deduplication is the process of making sure a single conversion is only counted once, even if it’s tracked in more than one way.
What is deduplication?
When someone takes an important action on your website—like submitting a form or making a purchase—that event can be tracked by different methods at the same time. For example, both a tracking pixel in the browser and a server connection through a platform’s conversion API might record it. Without deduplication, the same event could get counted twice.
That’s where deduplication comes in. It tells the ad platform, “This is the same event—don’t count it twice.”
Why It Matters
Accurate conversion tracking is the foundation of smart advertising. If your events are being counted more than once:
- Your conversion numbers can look inflated
- Your cost-per-result can seem lower than it really is
- Your ad platform might optimize based on bad data
This leads to wasted budget, missed opportunities, and unreliable reporting.
How It Helps With Conversion APIs
Ad platforms like Meta and Reddit encourage the use of conversion APIs because they are more reliable than traditional tracking methods. They work even if cookies are blocked, the browser fails to load scripts, or the user has ad blockers.
But when you’re sending the same event through both browser and server, you need a way to keep the data clean. Deduplication does that automatically behind the scenes.
The role of Conversion Bridge in deduplication
With Conversion Bridge, you don’t need to worry about how deduplication works or how to set it up. It’s built in. Whether your site is sending conversions through a browser pixel, a server connection, or both, Conversion Bridge ensures that your events are accurately tracked and never double-counted.
Why you’ll be glad it’s there
- You get cleaner, more trustworthy data
- Your cost and return on ad spend numbers are more accurate
- Your ads can be optimized using real performance, not duplicates
Deduplication might sound like a small detail, but it makes a big difference in the results you see from your advertising. And with Conversion Bridge handling it automatically, it’s one less thing to worry about.