Short answer
When the same action is sent by the browser Pixel and the server Conversions API, use the same event ID, the same Pixel ID and the same event name for both. OpenAI then counts it once. Use different IDs for genuinely different actions, and keep the same ID on retries.
Causes of double counting
- Different event IDs for browser and server copies
- Tag installed twice (site code and tag manager)
- Thank-you page reloaded
- Callbacks firing on every render in single-page apps
Check it
The Event Quality warnings flag duplicate patterns and "many conversions on one ad interaction". Legitimate repeat purchases can also cause that pattern.
Questions
Which ID should we use?
Your own order or lead ID works well, as long as it's unique per action and identical in both channels.
Facts checked against the sources below on 12 October 2026. Platforms change quickly: if something here no longer matches what you see, tell us and we will update it.
