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Instead of Flowers

•USA•Identified double-firing path, recommended direct pixel implementation, resolved over-reporting.
Instead of Flowers project preview — WooCommerce, Facebook Pixel, Google Tag Manager development by Deepak Jangra

The problem

Instead of Flowers' Facebook Pixel was over-reporting conversions, which meant the ad account's numbers couldn't be trusted, and without trustworthy numbers, there was no real way to tell which ads were actually working.

What I built

Diagnosing the double-firing path

I traced the over-reporting back to its root cause, the Pixel was firing both through Google Tag Manager with custom site-triggered events and through a second path simultaneously, effectively counting the same conversion twice.

Moving to a direct implementation

I recommended and began moving the Pixel to fire directly on the site instead of routing through Tag Manager, removing the duplicate-firing path at the source rather than trying to filter it out downstream.

Scoping the next step

I discussed adding Facebook's Conversions API for server-side tracking as the logical next step, and evaluated the PixelYourSite plugin as an alternative implementation route.

What actually changed

What changedBeforeAfter
Tracking accuracyOver-reportingRoot cause identified
ImplementationComplex, dual-firing GTM pathDirect, single pixel
Next stepsNoneConversions API scoped

Is your Facebook Pixel reporting incorrect conversion data?

I diagnose and fix pixel over-reporting, implement Conversions API, and set up clean tracking that gives you accurate ad performance data.