Overview

Taboola uses deduplication logic to prevent duplicate conversions from being counted. The exact logic depends on various factors - e.g. single-method tracking vs dual-method tracking.

Key concepts

• Click ID - When the user clicks on a creative, Taboola assigns a Click ID to that event. Only events from the same Click ID context (i.e. from the same click) are deduplicated.
• Dual-method tracking - each event is tracked via 2 methods (S2S and pixel).
• Single-method tracking - each event is tracked via 1 method only (S2S or pixel).

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Best practice

Use dual-method tracking (i.e. both S2S and pixel). This provides redundancy and results in a more complete picture of your conversions.

Deduplication logic

The following logic applies:

• If the same event (within the same Click ID context) is received via S2S and Pixel, the S2S event is kept.
• Otherwise, events (within the same channel) are deduplicated using heuristic deduplication.

Dedup examples

Example 1: dual-method tracking

Same event received via S2S and Pixel - S2S event is kept

Example 2: same-method tracking

Second S2S event deduplicated (within 1-minute window)

Example 3: different Click IDs

Different Click IDs = different user journeys, both events counted

Related docs

• Heuristic deduplication