Browser Dedupe Coverage measures the percentage of browser pixel events that include a deduplication key, preventing double-counting when browser and server events overlap.
Browser Dedupe Coverage = Browser Events with Dedupe Key ÷ Total Browser Events × 100
| Metric | Definition |
|---|
| Browser Events with Dedupe Key | Browser pixel events that include an event_id for deduplication |
| Total Browser Events | All browser pixel events sent to Meta |
| Metadata | |
|---|
| Type | Percentage |
| Data Source | Meta Ads |
| Aggregation | Average |
Example
A brand’s pixel fires 12,450 browser events in January. 11,830 include a deduplication key.
| Metric | Value |
|---|
| Browser Events with Dedupe Key | 11,830 |
| Total Browser Events | 12,450 |
| Browser Dedupe Coverage | 95.0% |
How It Works
When both your browser pixel and Conversions API send the same event, Meta needs a deduplication key (event_id) to recognize them as one conversion rather than two. Browser Dedupe Coverage shows how many of your browser events include this key. Higher coverage means more accurate conversion counts and better attribution.
When to Use
| Scenario | Action |
|---|
| Coverage below 90% | Verify pixel is sending event_id with all conversion events |
| Conversion counts seem inflated | Check both browser and server dedupe coverage for gaps |
| Setting up Conversions API | Ensure matching event_ids between browser and server events |
| Optimizing EMQ Score | Improve dedupe coverage to prevent duplicate conversions |
| Metric | Relationship |
|---|
| Server Dedupe Coverage | Server-side equivalent—both should be high for accurate deduplication |
| Overall Browser Coverage | Combined deduplication effectiveness across all browser events |
