Server Dedupe Coverage measures the percentage of server-side Conversions API events that include a deduplication key, enabling accurate deduplication against browser pixel events.
Server Dedupe Coverage = Server Events with Dedupe Key ÷ Total Server Events × 100
| Metric | Definition |
|---|
| Server Events with Dedupe Key | Conversions API events that include an event_id for deduplication |
| Total Server Events | All server-side Conversions API events sent to Meta |
| Metadata | |
|---|
| Type | Percentage |
| Data Source | Meta Ads |
| Aggregation | Average |
Example
A brand’s Conversions API sends 8,920 server events in January. 8,654 include a deduplication key.
| Metric | Value |
|---|
| Server Events with Dedupe Key | 8,654 |
| Total Server Events | 8,920 |
| Server Dedupe Coverage | 97.0% |
How It Works
When you send events via the Conversions API, Meta needs a deduplication key (event_id) to match them against browser pixel events and avoid double-counting. Server Dedupe Coverage shows how many of your server events include this key. Higher coverage means Meta can accurately deduplicate overlapping browser and server events, improving attribution accuracy.
When to Use
| Scenario | Action |
|---|
| Coverage below 95% | Verify your Conversions API implementation sends event_id with all events |
| Conversion counts seem inflated | Check both server and browser dedupe coverage for mismatches |
| Implementing Conversions API | Ensure event_ids match between browser pixel and server events |
| Optimizing EMQ Score | Improve server dedupe coverage to enable accurate deduplication |
| Metric | Relationship |
|---|
| Browser Dedupe Coverage | Browser-side equivalent—both should be high for accurate deduplication |
| Overall Browser Coverage | Combined deduplication effectiveness across all browser events |
