Ads Manager Overreporting Myth

According to Meta's documentation on deduplication, for Ads Manager and Ads Reporting, events are deduplicated. This means if an event is received multiple times over a short period for one person, Meta may keep one instance of the event and discard the rest to avoid overcounting. This is to prevent situations where, for example, a user refreshes a confirmation page multiple times, leading to multiple counts of the same conversion event.

No, events are NOT deduplicated in Event Sources Reporting in Events Manager. This raw reporting shows all events as they occur, including multiple instances of the same event, such as when a user refreshes a page multiple times.

The mystery surrounding Meta's event deduplication lies in the lack of clarity about the timeframe within which events need to occur for Meta to consider them duplicates and discard them. Meta's documentation does not specify the exact duration—whether it's a minute, an hour, or a day—within which multiple instances of the same event are considered duplicates.