Meta Pixel & Conversions API
Meta Pixel & Conversions API, set up properly. So your ads learn who actually bought.
Facebook and Instagram ads can only find more customers like your real ones if they are told who your real ones are. We connect your website, WhatsApp and M-Pesa payments to Meta (the browser way and the server way), and prove it works before a shilling is spent.
- Pixel + Conversions API
- M-Pesa payments as sales
- No double counting
- Proven in Events Manager
Why Meta ads waste money in Kenya
Your ads can only learn what they are told.
Meta decides who sees your next ad from the people who acted on the last one. When the signal is missing or wrong, it optimises for the wrong people, and you pay for it every day. These are the four leaks we find most.
The WhatsApp tap nobody counted
Most Kenyan customers enquire on WhatsApp. If that tap is not reported, Meta thinks your ad brought nobody, and stops showing it to the people who would have messaged you.
The M-Pesa payment the browser never saw
The buyer approves the payment on their phone; Safaricom confirms it to your server. No browser is involved, so a Pixel alone can never report that sale.
Browsers and phones that block tracking
Ad blockers, private browsing and phone privacy settings stop many browser signals. The server route keeps reporting when the browser goes quiet.
The sale counted twice, or not at all
Pixel and server both report, nobody matches them, and your results double. Or one is broken and nobody notices for months. Both make every ad decision wrong.
What we set up
The Pixel and the Conversions API — working as one.
Meta’s own documentation recommends running the Conversions API alongside the Pixel and sending the same events through both. That is the set-up we build, end to end:
- Meta Pixel on every page, with the standard events Meta’s ads understand: ViewContent, Lead, Contact, InitiateCheckout, Purchase
- Conversions API sending the same events from your server, in real time
- One shared event ID on both, so Meta counts each sale once
- Customer details (email, phone) hashed before they leave your server, plus the browser details Meta asks for
- WhatsApp, call and form taps reported as leads, with which page and ad they came from
- M-Pesa payments confirmed by Safaricom reported as Purchases, with the real amount
- The same events sent to Google Analytics 4 and Google Ads, so all your ads learn from one truth
Which one does what, in plain words: Meta Pixel vs Conversions API: what each one sees.
From the ad to the M-Pesa message
Every step reported — the way a Kenyan sale really happens.
The ad
Seen on Facebook or Instagram. Meta remembers the click.
The visit
The Pixel reports the page and the product viewed.
The enquiry
A WhatsApp tap or form, reported as a lead, browser and server.
The payment
Safaricom confirms M-Pesa to your server; the server reports the sale.
The learning
Meta shows your next ads to more people who pay.
How you know it works
Proven before your ads rely on it. We check, then you spend.
Tracking that “should work” is how budgets disappear quietly. We check every event in Meta’s own tools and hand you the evidence.
Test events
We trigger every event ourselves and watch each one arrive in Meta’s Events Manager, from the browser and from the server.
Counted once
We confirm the browser and server copies are matched by their event ID, so a sale shows once, not twice.
Match quality
Meta scores each server event out of 10 for how well it can be matched to a real person. We raise it with the right customer details, sent safely.
A real sale
One real enquiry and one real M-Pesa payment, end to end, before your ads rely on any of it.
Plain-words report
A one-page note of what is tracked, where to see it, and what to watch each month.
Price
A free tracking check first — then one fixed price.
We look at your website, your Meta ad account and how your customers actually pay, then send a written quote for exactly what is missing. On Gain Traction, tracking is set up as part of the programme.
Gain Traction Basic
KSh 25,000
total for 3 months · tracking included
A small business with a focused website and one clear service or product line.
Gain Traction Standard
KSh 45,000
total for 3 months · tracking included
A growing business with several services, a bigger catalogue or more than one location.
Gain Traction Advanced
KSh 120,000
total for 3 months · tracking included
An established company with a large website, many products and ambitious targets.
What is the Meta Pixel?
A small piece of code on your website that tells Meta (Facebook and Instagram) what visitors do after they click your ad: view a product, send an enquiry, start checkout, pay. Ads use those signals to find more people who do the same.
What is the Conversions API?
The same signals, sent from your website’s server straight to Meta instead of from the visitor’s browser. It still works when a browser blocks the Pixel, when a phone limits tracking, or when the sale happens somewhere the browser never sees, such as an M-Pesa payment.
Do I need both the Pixel and the Conversions API?
Yes, if you run Meta ads seriously. Meta’s own documentation recommends using the Conversions API alongside the Pixel and sending the same events through both, with a shared event ID so each sale is counted once.
Will my sales be counted twice?
Not if it is set up properly. Each event carries the same ID from the browser and the server, and Meta keeps one of them, as long as both arrive within 48 hours. We test this before your ads rely on it.
Can you track WhatsApp enquiries and M-Pesa payments?
Yes. A tap on your WhatsApp button can be reported as a Contact, and an M-Pesa payment confirmed by Safaricom can be reported from the server as a Purchase, with the real amount: the event most Kenyan ads never see.
How much does it cost?
We start with a free tracking check of your website and ad account and then give you a fixed, written quote. If you are on our Gain Traction programme, tracking set-up is part of it.
Is it legal to send customer details to Meta?
Contact details are hashed (scrambled one-way) before they are sent, and your privacy notice must say that you share data with advertising partners. We set both up and keep only what the ads need.
Guides from our desk
Read before you decide
Ads
Facebook ads vs Google Ads: what they really cost in Kenya
What a click costs on each platform in Kenya, what a small business should budget, which one to start with, and the five ways ad money quietly disappears.
Websites
How to accept M-Pesa payments on your website
The three ways to take M-Pesa online, what you need from Safaricom, what it costs, and how to stop fake payment screenshots for good.
Ads
How to pay for Facebook and Instagram ads in Kenya (M-Pesa, cards, VAT)
M-Pesa or card, shillings or dollars, and why your balance is smaller than what you paid. The one choice you only get to make once, and how to fix “payment declined” for good.
Free strategy call
Let’s find out what your website could bring in.
We look at your business, your competitors and what you need, and you leave with a clear plan, even if you don’t work with us.
- 0757 178 417
- WhatsApp 0757 178 417
- info@omokah.com
- Woodley, Nairobi: we meet in person. Clients across Kenya & worldwide.