Removing double counting: the same person reached on two platforms counted once for reach, or the same conversion sent by pixel and Conversions API counted once. Cross-platform reach deduplication needs an identity graph or panel; event deduplication needs a shared event ID.
Related terms
Used in The Signal
Cite this entry:
Agency Echelon. "Deduplication." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/deduplication/