06/09/2026
One enquiry. Three conversions recorded. That was my own site last night.
The top screenshot shows it. Three Lead events, all marked Processed, all from a single contact form submission.
This happens when the Meta Pixel and the Conversions API are both running. They send the same event twice and Meta is meant to recognise it as one and mark the duplicate as Deduplicated. When that breaks, every enquiry gets counted more than once.
It matters because cost per lead is worked out from the number of conversions. If each one is counted twice, your reporting shows roughly half of what you are actually paying. Meta then optimises against a number that is not real.
Second screenshot is the same form six minutes later. One enquiry, counted once.
Takes a couple of minutes to check. Events Manager, Test Events, submit your own contact form and watch what comes through. If your server events say Processed instead of Deduplicated, it is worth a closer look before you spend anything.
If you check yours and it doesn’t look right, send me a message and I’ll tell you what you’re looking at.
