Heuristic deduplication
Overview
For single-method tracking, Taboola uses heuristic-based deduplication, based on fixed-time windows:
| Conversion Category | Pixel - URL Based | Pixel - Event Based | S2S |
|---|---|---|---|
| View Content / Search | 1 second | 5 minutes | 1 minute |
| Everything else | 5 minutes | 5 minutes | 1 minute |
Special cases
- Engagement events: 1-day deduplication window
- Page view events: 1-second deduplication window
Deduplication windowsDeduplication windows use fixed time buckets, not rolling windows. This means that events at
12:59:59and13:00:00would be in different 5-minute buckets and would not be deduplicated.
Revenue/order variations
Events are NOT deduplicated if they have different:
- Order/Transaction ID (
orderid) - Transaction Value (
revenue) - Currency Code (
currency) - Item Quantity (
quantity)
Exceptions to the ruleRevenue/order variations are not applicable for:
- Bulk S2S events
- Conversions with a last value aggregation rule.
Examples
Example 1: same-method heuristic deduplication
| Click ID | Time | Method | Event Name | Order ID | Revenue | Result |
|---|---|---|---|---|---|---|
| ABC123 | 10:00:00 | Pixel | purchase | 456 | $50.00 | ✅ KEPT |
| ABC123 | 10:03:00 | Pixel | purchase | 456 | $50.00 | ❌ DEDUPLICATED |
Second Pixel event deduplicated (within 5-minute heuristic window)
Example 2: different revenue values (no deduplication)
| Click ID | Time | Method | Event Name | Order ID | Revenue | Result |
|---|---|---|---|---|---|---|
| ABC123 | 10:00:00 | Pixel | purchase | 456 | $50.00 | ✅ KEPT |
| ABC123 | 10:01:00 | Pixel | purchase | 456 | $75.00 | ✅ KEPT |
Both events counted (different revenue values indicate distinct transactions)
Updated 2 days ago