Event Deduplication

Rest assured you won't suffer from double-counted events.

What is deduplication?

When you send events via both the Pixel (browser) and Conversion API (server), there are often 2 events sent for 1 user action. Meta automatically deduplicates them so you only see one in reporting.

Should I be worried about duplicated events?

Omega handles this for you — turn on Conversion API and Meta deduplicates browser + server events automatically.

Deduplication works by matching two parameters:

• Event name (e.g. Purchase, AddToCart)
• Event ID (a unique identifier per user action)

🎉 Omega's events include both the event ID and event name on each side — that's how Meta deduplicates them cleanly.

👇 Check this out to confirm if your events are deduplicated properly.

✅ Test your Pixel tracking

Event Match Quality (EMQ)

Event Match Quality indicates how effective the customer information sent from your server may be at matching event instances to a Facebook account. High-quality event matching may improve ads attribution and performance.

EMQ is scored 1–10. The higher the score, the more confident Meta is in matching your event to a real Facebook user — which directly drives ad optimization.

What matching parameters does Omega send?

📝 Non-purchase events (Page View, View Content, Add to Cart, Initiate Checkout) — Omega sends:

• fbp (Facebook browser ID)
• fbc (Facebook click ID, when available)
• IP address
• User agent
• Hashed email and phone when the shopper is logged in or has previously checked out

📝 Purchase events — Omega CAPI ensures 100% purchase tracking by combining Pixel data and the Shopify order webhook. Hashed email, phone, name, address all attached.

Why is the EMQ for Page View, View Content, Add to Cart events so low?

If you're seeing 3–5 on funnel-top events, that's actually a good start. Higher-funnel events have lower match quality than purchases because there's a real lack of information at those steps — for example, you can't have email and phone if the shopper hasn't logged in or checked out before.

Can Omega send email and phone with non-purchase events to improve EMQ?

If this is the shopper's first visit, we can't — that data isn't available at the moment the event fires. But for repeat buyers whose Pixel captured events in the past, you can have email and phone attached automatically.

Will Omega CAPI events improve my Event Match Quality?

To get a perfect 10/10 EMQ, all customer data parameters must be sent with 100% of server events — that's nearly impossible for higher-funnel events.

👇Not seeing the EMQ score yet? It can take at least 7 days for Meta to start calculating after CAPI is set up. If you've waited longer and still see nothing, your CAPI may not be on at all.

▶️ Setup Pixel and CAPI in Omega

Updated on: 03/06/2026