diff --git a/src/lib/automations/engine.ts b/src/lib/automations/engine.ts
index 43120ac..7ea62fa 100644
--- a/src/lib/automations/engine.ts
+++ b/src/lib/automations/engine.ts
@@ -159,13 +159,16 @@ async function executeAutomation(automation: Automation, input: DispatchInput) {
     triggerEvent: input.triggerType,
   })
 
-  await db
-    .from('automations')
-    .update({
-      execution_count: (automation.execution_count ?? 0) + 1,
-      last_executed_at: new Date().toISOString(),
-    })
-    .eq('id', automation.id)
+  // Atomic counter update via the SQL function from migration 007.
+  // Doing this with a client-side read-modify-write raced when the
+  // same automation fired for two contacts simultaneously — both
+  // would read N and both write N+1, losing one count permanently.
+  const { error: rpcErr } = await db.rpc('increment_automation_execution_count', {
+    p_automation_id: automation.id,
+  })
+  if (rpcErr) {
+    console.error('[automations] increment counter failed:', rpcErr)
+  }
 }
 
 interface ExecuteArgs {
diff --git a/supabase/migrations/007_automations_increment_counter.sql b/supabase/migrations/007_automations_increment_counter.sql
new file mode 100644
index 0000000..9126cb0
--- /dev/null
+++ b/supabase/migrations/007_automations_increment_counter.sql
@@ -0,0 +1,35 @@
+-- ============================================================
+-- 007_automations_increment_counter.sql
+--
+-- Atomic increment of automations.execution_count + refresh of
+-- last_executed_at. Called via PostgREST RPC from the engine.
+--
+-- Before this, the engine did a read-modify-write:
+--   UPDATE automations SET execution_count = <cached + 1> WHERE id = ...
+-- so two concurrent dispatches (e.g. the same automation firing for
+-- two different contacts in the same second) could both read N and
+-- both write N+1, permanently losing one count.
+--
+-- Idempotent — safe to re-run.
+-- ============================================================
+
+CREATE OR REPLACE FUNCTION increment_automation_execution_count(p_automation_id UUID)
+RETURNS VOID
+LANGUAGE sql
+SECURITY DEFINER
+SET search_path = public
+AS $$
+  UPDATE automations
+  SET
+    execution_count = execution_count + 1,
+    last_executed_at = NOW()
+  WHERE id = p_automation_id;
+$$;
+
+-- Only the service role needs to call this (engine uses the
+-- service-role client). Explicitly lock anon / authenticated out so
+-- an authenticated user can't juice someone else's counter via RPC.
+REVOKE ALL ON FUNCTION increment_automation_execution_count(UUID) FROM PUBLIC;
+REVOKE ALL ON FUNCTION increment_automation_execution_count(UUID) FROM anon;
+REVOKE ALL ON FUNCTION increment_automation_execution_count(UUID) FROM authenticated;
+GRANT EXECUTE ON FUNCTION increment_automation_execution_count(UUID) TO service_role;