First separate two different faults
Two identical rows in the CRM are not necessarily two conversions reported to Meta. Conversely, a conversion reported twice may appear only once in the CRM. So start with three separate layers: receiving the form, saving the record and reporting the advertising event.
We recommend comparing timestamps and request IDs. If two different form requests were received, the user may have submitted twice or an integration may have created a repeat send. If one request was received and two records were created, check the connection to the CRM.
How to check reporting from the browser and from the server
When the same event is sent through both the Pixel and the Conversions API, Meta's deduplication mechanism relies on matching the event name and the event ID. The same ID needs to represent the same business action in both channels; different actions need different IDs.
In a test event, check the values actually sent. An identical name without a matching ID is not proof of a correct implementation. A fixed ID for all forms is also wrong, because it does not distinguish between actions of different users.
A short test plan
Run one successful submission, an attempt with a missing field, a double click and a refresh after success. For each case, record how many requests were received and how many events were sent. Make sure no event fires on click before the server has confirmed the form.
Fixing the root cause can mean blocking a repeat send while a request is in progress, saving a unique request ID, or fixing two tags that fire together. Do not settle for deleting duplicate records in the report: that hides the result without fixing the mechanism that created it.
Source and further reading
Facts about the platform are based on the linked source. The working recommendations and examples are our professional analysis. Checked on October 25, 2026.
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