Understanding Instant’s Meta integration and deduplication
When Instant’s Meta integration is enabled, events are sent server-side to a merchant's Facebook pixel. These events carry the same deduplication ID as events sent from either:
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The browser (via Meta Pixel Integration).
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Other server-side providers (e.g., Shopify's native server-side integration, or another server-side integration provider).
This deduplication ID ensures that Facebook can identify and group duplicate events, preventing double attribution.
Facebook will process the events and prioritize the one with the most enriched customer information. For example:
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If the browser event lacks customer information but the server-side event includes it, Facebook will use the server-side event for ads optimisation and attribution.
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If both events have similar data, Facebook typically prefers the event received first.
Why Meta Events Manager shows duplicate events
It is important to note that Meta Events Manager shows the total number of events received before deduplication.
The screenshot above shows the server side events being sent at a greater volume than the browser events.
For example:
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If the Meta records 100 add-to-cart events on the browser, and 100 add-to-cart events on the server, Instant’s integration will send another 100 add-to-cart events server-side - resulting in 300 events being displayed in Meta Events Manager initially.
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Furthermore, if another third party server side provider is used, then Meta Events Manager would display 400 events.
- Each of the 100 events sent by Instant would have the same de-duplication ID as the events sent by Meta's browser and server integrations.
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After deduplication, Facebook will group the events and uses the one with the most detailed customer information, ensuring accurate attribution and optimized performance.
As an example,
- Jane visits a website and adds an item to cart.
- The Facebook browser pixel will send an add to cart event, with a de-duplication ID of 123, with no customer information.
- The Facebook server side integration will send an add to cart event, with a de-duplication ID of 123, with no customer information
- Instant's Meta server side integration will send an add to cart event, with de-duplication ID of 123, but with customer information.
Facebook will then preference Instant's add to cart event for ads targeting and optimisation. Facebook will not count 3 add to cart events, as the events all have the same de-duplication ID.
Note that this behaviour is not specific to Instant — we're just following Meta's best practices. Other products that utilise Meta's conversions APIs also send duplicate events, using de-duplication IDs the same way we do.
The benefits of Instant’s Meta integration
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Sending enriched server-side events with customer information provided by Instant’s identity resolution technology.
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Ensuring all server-side events include deduplication IDs, so they align seamlessly with browser or other server-side events.
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Allowing Facebook to combine events and prioritize the most meaningful data for its algorithms.
Instant’s Meta integration is an optional add-on for brands. While it provides enriched customer data and leverages advanced identity resolution technology, brands can choose to:
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Use the Meta integration alongside other providers like Klaviyo.
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Rely solely on other integrations for their marketing and attribution needs.
Conclusion
When using Instant’s Meta integration, duplicate events in Meta Events Manager are expected as server-side events mirror those sent from the browser or other providers.
However, thanks to Facebook’s deduplication mechanism, these events are grouped, and the event with the most enriched customer information is used for reporting and optimization. This ensures your marketing data remains accurate and effective.
For further reading, check out Facebook’s documentation on event deduplication: Facebook Deduplication Docs.