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Meta Business Help Centre
Differences between event counts in Meta Ads Manager, Ads Reporting and Events Manager
You may notice differences in the number and types of events shown in Meta Ads Manager, Meta Ads Reporting and Meta Events Manager. Within Events Manager, you may also notice differences in the number of events shown on the Data sources page and the Custom conversions page. Below you'll find information comparing event counts and event types in those three surfaces.
Quick reference table
| Events shown | Are attributed or unattributed events shown? | Are events deduplicated or not? | Learn more | |
|---|---|---|---|---|
Ads Manager | Standard events and custom conversions | Attributed events only | Deduplicated | |
Ads Reporting | Standard events (grouped under Conversions), custom conversions and custom events that were previously used to optimise ad delivery | Attributed events only | Deduplicated | |
Events Manager | Standard events, custom events and custom conversions | All events, before attribution Note: An exception is the additional conversions reported metric, which shows attributed events. Learn more. | Data sources page: Events are not deduplicated in the Total events count. Learn about Events Manager. Custom conversions page: Custom conversions are deduplicated in the Total custom conversions count. | Learn more about Meta Events Manager. |
Additional details
Ads Manager and Ads Reporting
- Which events are shown? Standard events (grouped under Conversions in Ads Reporting), custom conversions and custom events that were previously used to optimise ad delivery.
- Are attributed or unattributed events shown? Ads Manager and Ads Reporting only show events that are attributed to a Meta user who viewed your ad, after processing events. That means if someone takes an action on your app or website, but we can't attribute the action to a person on Meta who saw your ad, then that event won't appear in Ads Manager or Ads Reporting. Learn more about actions attributed to your ad.
- Are events deduplicated? Events are deduplicated. For example, if we receive an event multiple times over a short period for one person, we may deduplicate the events.
- Learn more about Meta Ads Manager and Ads Reporting.
Events Manager
- Which events are shown? Standard events, custom events and custom conversions.
- Are attributed or unattributed events shown? Events Manager shows both attributed and unattributed events sent through the Meta pixel, Conversions API, mobile app SDKs and offline event sets. This includes organic traffic, events attributed to your Meta ads and traffic driven from other platforms. That means that Events Manager reports events even if they're not from a Meta user, and may report events from one person performing the same action multiple times.
- Are events deduplicated?
- Data sources page: The Total events count on the data sources page is reported before processing, which includes deduplication. That means that if you send website events from both your browser and server, Total events shows the total number of events from both sources before processing, which includes deduplication. It also means that when someone completes the same action multiple times, Events Manager typically includes each of those events in Total events. If you or your Conversions API partner has set up deduplication, you can monitor it in the Event deduplication tab.
- Custom conversions page: The Total custom conversions count on the Custom conversions page is reported after processing, which includes deduplication. Learn more about custom conversions.
- Learn about Events Manager.
