For businesses leveraging Facebook’s Pixel and Conversions API to track “Purchase” events, maintaining data accuracy is paramount. However, a recurring challenge arises when Event Manager flags the warning: Purchase Event from the Server are not Deduplicated This issue, identified by the diagnostic code s2s_redundant_events_not_deduped_actions, indicates that purchase events sent via both client-side (Pixel) and server-side (Conversions API) methods are being counted separately, leading to inflated metrics and unreliable ad attribution. Having encountered this myself, I’ve explored its root causes and identified a robust solution

Understanding the Deduplication Issue

When tracking “Purchase” events, many businesses send data via both the Facebook Pixel (client-side) and the Conversions API (server-side) to enhance accuracy and comply with evolving privacy standards. However, without a unique event_id parameter linking these events, Facebook registers them as separate occurrences, leading to inflated metrics and skewed attribution. The solution is well-documented: assign a consistent event_id (e.g., an order ID such as order12345) to both the Pixel and server-side payloads, enabling Meta’s systems to deduplicate them effectively.

After applying this fix—adding the event_id to both tracking methods—and validating it through the Test Events tool, I confirmed that deduplication functioned as intended, with a single “Purchase” event appearing per transaction. Yet, the s2s_redundant_events_not_deduped_actions warning lingered, raising questions about the implementation’s efficacy or Meta’s reporting accuracy.

Why the Warning “Purchase Event from the Server are not Deduplicated” Persists

Upon investigation, several factors emerged as potential culprits:

1. Processing Delays in Meta’s Systems: Event Manager’s Diagnostics tab may not reflect updates immediately. Even with successful deduplication, the system can take days to clear resolved warnings, creating a temporary mismatch between data and reporting.
2. Potential Platform-Wide Issue: Industry discussions suggest this could be a known glitch within Meta’s Ads ecosystem. Some sources indicate it’s a reporting error on Meta’s side, slated for resolution without user intervention (reported from 13 Mar).
3. Discrepancies Between Test and Live Data: While test events deduplicated correctly, real-time traffic might require additional processing time or reveal edge cases not captured in controlled testing.

Actionable Steps to Address the Issue Purchase Event from the Server are not Deduplicated

If you’ve implemented the event_id fix but the warning persists, follow these steps to confirm resolution and mitigate concerns:

1. Validate Your Implementation
   • Ensure the event_id is identical across both Pixel and Conversions API events, with no discrepancies in formatting or case sensitivity.
   • Use the Test Events tool in Event Manager to simulate a “Purchase” event from both sources. Confirm that only one event is logged, indicating successful deduplication. You can use Meta Event Manager or Facebook Pixel Helper, Meta Pixel Helper to test it
2. Monitor Live Event Data
   • Allow real transactions to flow through your tracking setup. Review the event logs in Facebook Event Manager (beyond the Diagnostics tab) to verify that purchase counts align with your internal records, confirming deduplication in practice.
3. Engage Meta Support if Necessary
   • Should the warning persist beyond a week—despite validated deduplication—contact Meta Business Support via Business Manager. Provide evidence, such as screenshots of test results or event logs, to expedite their review. They may confirm it as a platform issue under resolution. Let us know your evidence, we will send it to Meta side.
4. Account for a Possible Meta-Side Resolution
   Advertisers can confirm if they’re affected by opening Facebook Events Manager and checking for reports of this issue starting from March 14.
   For those experiencing this problem, Meta has suggested two potential interim solutions:
   – Wait for resolution – Facebook is expected to address this issue soon. We are in conversation with Meta side, we will update the status soon.

Key Insights and Recommendations

This experience underscores a critical lesson: trust your data over persistent warnings when evidence supports your fix. In my case, with deduplication confirmed via testing and live data, the lingering alert appears to be a Meta reporting delay or error rather than a flaw in the setup. For businesses relying on precise analytics, this distinction is vital to avoid unnecessary troubleshooting or misinformed decisions.

For those documenting similar challenges, consider noting: “Even after correctly implementing the event_id parameter, the deduplication warning may persist due to Meta’s processing delays or a platform-wide issue. If your events deduplicate as expected, resolution may occur on Meta’s end without further action.” This clarification can reassure stakeholders and peers facing the same anomaly.

Recommended Solution: Orichi – Facebook Pixels and Meta Pixels

To tackle the “Purchase Event from the Server are not Deduplicated” challenge effectively, I recommend the Shopify app Orichi – Facebook Multi Pixels by Orichi. Designed to streamline multi-pixel management and ensure accurate event tracking, Yuri stands out as the premier tool for Shopify merchants. Here’s why it’s my top choice:

• Seamless event_id Integration: Orichi simplifies adding consistent event_id parameters across Pixel and Conversions API events, eliminating duplication errors with minimal effort.
• Multi-Pixel Support: Ideal for businesses managing multiple ad accounts or niches, Orichi ensures all purchase events are tracked and deduplicated accurately.
• User-Friendly Setup: No coding expertise is required—install the app, configure your pixels, and let Orichi handle the rest.
• Real-Time Validation: With built-in tools to monitor event data, Orichi helps confirm deduplication success instantly, reducing reliance on Meta’s delayed diagnostics.

Plus Orichi Pixel keeps an eye out for any updates or problems from Meta’s side.

After integrating Orichi, I observed flawless deduplication in both test and live environments, even if the Event Manager warning took time to clear. Its robust features make it an essential asset for optimizing ad performance.

Conclusion

Navigating Meta’s Event Manager requires diligence, particularly when integrating Pixel and server-side tracking. While the event_id fix resolves deduplication at its core, lingering warnings can test your confidence. By validating your setup, monitoring results, and exercising patience—or escalating to Meta when warranted—you can maintain control over your data integrity. Should this issue resolve on Meta’s end, I’ll update this guide accordingly.

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