Do not send the same event from two places

An automation rule does not send an event to Meta. The rule changes the lead status. Conversion Settings sends the event on that status row. A rule plus a mapping for the same status is one send, not two.

Double feedback happens when the same event name is actually delivered twice.

What sends two signals

• You fill two status rows yourself with the same event name. On a regular pixel, an event you set yourself is sent every time that status is reached.
• A website pixel sends Purchase while the Purchase status also sends Purchase. Meta can count both.
• On a CTWA dataset, Meta receives one LeadSubmitted, one QualifiedLead, and one Purchase per lead, even if you changed the cell. QualifiedLead is sent when the lead reaches the Qualified status and the Meta cell for that status is still the default. If you change that cell, the event goes out as LeadSubmitted and no QualifiedLead is sent. A later status that repeats one of them is skipped in Delivery log.

One step, one event

Do not put Contact, Lead, Initiate Checkout, or Purchase on two rows. Every built-in event, Purchase included, is sent once per lead on every platform. The second send is skipped and shows Skipped, so the signal you wanted on the later status never arrives. An event you set yourself is sent every time, so two rows with the same name send two signals.

How to add a rule is in Automation Rules. The event table is in Conversion Settings. Why Initiate Checkout is missing is in Why Initiate Checkout does not appear.