Meta’s “reconciled events” represent the final, de-duplicated list of user actions that Meta has accepted, attributed, and used for reporting or ad optimisation.
Since many businesses have multiple systems sending event data (such as browser pixels, server-side integrations, or third-party tools like Instant), Meta initially receives a higher volume of “raw” events — sometimes several for the same customer action. To maintain accuracy, it groups these using deduplication IDs and selects the single, most valuable instance for reporting.
When viewing your Events Manager, you may first notice an inflated number of events. After Meta processes the raw data, the platform surfaces only “reconciled events”. Each represents one customer action, no matter how many duplicates were sent. The reconciled event count is what is used for performance reporting, attribution, and optimisation.
To verify that your Instant integration is working correctly, follow these steps:
-
In Meta Events Manager, look for your key events (like “Purchase” or “Add to Cart”) and view both the raw and reconciled event counts.
-
Shortly after activating Instant Targeting, you should see a jump in total received events. Within 24–48 hours, however, the reconciled count will stabilise and accurately reflect actual user activity.
-
You should also monitor the “event match quality” or “match rate” metrics provided alongside each event — these should improve as Instant sends richer customer data.
-
If reconciled event counts do not reflect real actions or you stop seeing improved match rates, check your deduplication and event setup, or reach out to support for assistance.
Consistently reviewing reconciled events, match quality, and outgoing data from Instant will help ensure your marketing data is both accurate and actionable for stronger ad performance.