https://ebenrezone.netlify.app/

Eben Ads Tracking & Web Design, Lagos (2026)

18/05/2026

𝐄𝐯𝐞𝐫𝐲𝐭𝐡𝐢𝐧𝐠 𝐈 𝐤𝐧𝐨𝐰 𝐚𝐛𝐨𝐮𝐭 𝐝𝐢𝐠𝐢𝐭𝐚𝐥 𝐰𝐨𝐫𝐤 𝐈 𝐥𝐞𝐚𝐫𝐧𝐞𝐝 𝐛𝐲 𝐠𝐨𝐢𝐧𝐠 𝐝𝐞𝐞𝐩𝐞𝐫 𝐭𝐡𝐚𝐧 𝐭𝐡𝐞 𝐛𝐫𝐢𝐞𝐟 𝐫𝐞𝐪𝐮𝐢𝐫𝐞𝐝.

I started in web design three years ago. Not because I wanted to make things look good, but because I wanted to understand how everything connected. How a site was built. How it ranked. How it tracked the people who landed on it. How that tracking fed back into the paid traffic that was supposed to drive it. The whole system from end to end.
That approach shaped how I work now.

Most web projects I take on have a scope that is clearly defined: build the site, match the brand, hit the deadline. I deliver that. But I also look at the things that are not in the brief. Is the pixel installed and are the right events firing. Is there a thank-you page after the contact form or is the Lead event going unrecorded. Is the site structured in a way that actually moves a visitor toward a decision or is it just a digital brochure with good photography.

These are the things that determine whether a site performs or just exists. And most of the time they are overlooked because the person who built the site was focused on design, not on the full system the site is supposed to operate inside.

I have delivered projects for a luxury travel operator who needed Meta Pixel tracking rebuilt from scratch, a motorcycle brand that needed a full site and brand-aligned copy, a construction firm that needed a redesign and SEO overhaul, a creative agency that needed a portfolio-grade web presence, and digital businesses that needed automation workflows connecting their site to their CRM and email systems.

Every single project has been delivered with a full Loom walkthrough. Not because it is in the contract, but because handing someone a finished asset they do not understand is not a complete job. You should know what you own, how it works, and what to do when something needs changing.

My background is in English, which means I write the copy that goes on the sites I build too. Not placeholder content. Not generic service descriptions. Real messaging that reflects the actual value of what a business offers and speaks directly to the person it is supposed to reach.

If you have a project coming up, a site that is not performing the way it should, or ads that are spending without improving, my details are in the bio. Every new conversation starts with a free audit so you know exactly what you are working with before any money changes hands.

17/05/2026

𝐇𝐞𝐫𝐞 𝐢𝐬 𝐰𝐡𝐚𝐭 𝐬𝐞𝐩𝐚𝐫𝐚𝐭𝐞𝐬 𝐚 𝐰𝐞𝐛𝐬𝐢𝐭𝐞 𝐭𝐡𝐚𝐭 𝐠𝐞𝐧𝐞𝐫𝐚𝐭𝐞𝐬 𝐥𝐞𝐚𝐝𝐬 𝐟𝐫𝐨𝐦 𝐨𝐧𝐞 𝐭𝐡𝐚𝐭 𝐣𝐮𝐬𝐭 𝐞𝐱𝐢𝐬𝐭𝐬 𝐨𝐧 𝐭𝐡𝐞 𝐢𝐧𝐭𝐞𝐫𝐧𝐞𝐭.

Most small business websites were built to satisfy a brief, not to perform a function. They answer the question 'what should our website look like' when the question they should have answered is 'what should our website do.'

The result is a site with good design, reasonable copy, and a contact form at the bottom. Which generates occasional inquiries from people who were already going to reach out regardless. And does almost nothing to move an undecided visitor toward a decision.

𝗛𝗲𝗿𝗲 𝗶𝘀 𝘁𝗵𝗲 𝗮𝗻𝗮𝘁𝗼𝗺𝘆 𝗼𝗳 𝗮 𝘀𝗶𝘁𝗲 𝘁𝗵𝗮𝘁 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗰𝗼𝗻𝘃𝗲𝗿𝘁𝘀.

The above-the-fold statement. This is the first thing a visitor reads. Most businesses put a tagline here, something like 'Building better futures' or 'Your trusted partner.' These mean nothing to someone who arrived with a specific problem they need solved. The above-the-fold statement should answer three questions in one sentence: what you do, who you do it for, and what outcome they get. Specific, direct, and immediately relevant to the person who is supposed to be there.

One primary call to action per page. Not five buttons. Not a navigation full of options. One clear next step that is relevant to where the visitor is in their decision-making process. For a service business this is usually 'Get a free consultation' or 'Send us a message.' Everything else on the page should point toward that one action.

Social proof placed at the point of hesitation. Most sites put testimonials at the bottom where nobody reaches them. Proof should appear immediately after the moment where a visitor is most likely to doubt: right after you have made a claim about what you deliver, not as a footnote at the end of the page.

Conversion tracking on every meaningful interaction. Every form submission. Every button click that signals buying intent. Without this you are making design decisions based on opinion rather than behaviour. You cannot improve what you cannot measure.

Mobile-first architecture. More than 60 percent of web traffic is on mobile. A site that was designed on desktop and made to work on mobile will always underperform one that was built mobile-first. Page speed on mobile directly affects both conversion rate and organic search ranking.

A clear path for warm traffic. Most business sites treat every visitor the same. Someone who found you through a Google search for the first time needs different information than someone who has already been to your site twice and is ready to make a decision. Building separate entry points and calls to action for warm versus cold traffic is the difference between a site that converts occasionally and one that converts consistently.

I build with all of this designed in from day one. Every project is delivered with a full Loom walkthrough covering every structural and copy decision so you understand exactly what you own and why it was built the way it was.

𝐋𝐢𝐧𝐤 𝐢𝐧 𝐛𝐢𝐨 𝐭𝐨 𝐬𝐞𝐞 𝐫𝐞𝐜𝐞𝐧𝐭 𝐰𝐨𝐫𝐤.

16/05/2026

𝐀 𝐜𝐨𝐦𝐩𝐥𝐞𝐭𝐞 𝐛𝐫𝐞𝐚𝐤𝐝𝐨𝐰𝐧 𝐨𝐟 𝐡𝐨𝐰 𝐌𝐞𝐭𝐚 𝐏𝐢𝐱𝐞𝐥 𝐭𝐫𝐚𝐜𝐤𝐢𝐧𝐠 𝐚𝐜𝐭𝐮𝐚𝐥𝐥𝐲 𝐰𝐨𝐫𝐤𝐬 𝐚𝐧𝐝 𝐰𝐡𝐲 𝐦𝐨𝐬𝐭 𝐛𝐮𝐬𝐢𝐧𝐞𝐬𝐬 𝐬𝐞𝐭𝐮𝐩𝐬 𝐚𝐫𝐞 𝐨𝐧𝐥𝐲 𝐡𝐚𝐥𝐟𝐰𝐚𝐲 𝐝𝐨𝐧𝐞.

Understanding this will save you from wasting months of ad spend.
The Meta Pixel is a piece of JavaScript code that sits in the header of your website. Every time a page loads, it sends a signal back to Facebook reporting the activity. That base signal is the 𝑷𝒂𝒈𝒆𝑽𝒊𝒆𝒘 𝒆𝒗𝒆𝒏𝒕, and it fires automatically without any additional configuration.

𝑷𝒂𝒈𝒆𝑽𝒊𝒆𝒘 tells Facebook that someone visited your site. Nothing more.
The events that actually drive campaign performance are called Standard Events, and they have to be manually configured.

Here are the ones that matter most depending on your business type:
𝑳𝒆𝒂𝒅: fires when someone completes a contact form or inquiry. Essential for service businesses, coaches, agencies, travel operators, anyone whose conversion is an inquiry rather than a purchase.

𝙋𝒖𝙧𝒄𝙝𝒂𝙨𝒆: fires when a transaction is completed. Essential for ecommerce. Should fire on the order confirmation page with the transaction value passed dynamically so Facebook can calculate your actual return on ad spend.

𝑰𝙣𝒊𝙩𝒊𝙖𝒕𝙚𝑪𝙝𝒆𝙘𝒌𝙤𝒖𝙩: fires when someone enters the checkout flow. Useful for ecommerce retargeting, lets you build an audience of people who started buying but did not finish.

𝘾𝒐𝙢𝒑𝙡𝒆𝙩𝒆𝙍𝒆𝙜𝒊𝙨𝒕𝙧𝒂𝙩𝒊𝙤𝒏: fires when someone signs up or creates an account. Essential for SaaS, courses, membership businesses.

𝑽𝙞𝒆𝙬𝑪𝙤𝒏𝙩𝒆𝙣𝒕: fires on specific product or service pages. Used to build warm retargeting audiences of people who showed interest in a specific offer.

Each of these events needs to be placed at the exact right moment in your site's flow. A Lead event placed on the contact page instead of the thank-you page will fire every time someone views the form, not every time someone submits it. That is a critical difference. You end up with inflated Lead numbers, no reliable conversion signal, and campaigns optimising against the wrong behaviour.

Beyond Standard Events there are Custom Conversions, which let you create conversion rules based on specific URL patterns. These are useful when you cannot place code directly on a confirmation page, or when you want to track a subset of conversions separately, for example distinguishing between inquiries from two different service pages.

On top of all of this sits the Conversions API, which is Meta's server-side tracking layer. Because browser-based tracking is increasingly limited by ad blockers, iOS privacy changes, and cookie restrictions, the pixel alone now misses a meaningful percentage of conversions. CAPI sends conversion data directly from your server to Meta, bypassing the browser entirely. For businesses spending seriously on paid social, CAPI is no longer optional.

Getting all of this configured correctly is not something most web designers include in a standard build. It requires specific knowledge of Events Manager, custom code placement, test event verification, and an understanding of how conversion data feeds back into campaign optimisation.
If you have ever looked at your Events Manager and seen PageView activity but nothing else, your tracking is incomplete.

𝐃𝐌 𝐦𝐞 𝐀𝐔𝐃𝐈𝐓. 𝐈 𝐰𝐢𝐥𝐥 𝐫𝐮𝐧 𝐚 𝐟𝐮𝐥𝐥 𝐜𝐡𝐞𝐜𝐤 𝐚𝐧𝐝 𝐜𝐨𝐦𝐞 𝐛𝐚𝐜𝐤 𝐰𝐢𝐭𝐡 𝐚 𝐩𝐥𝐚𝐢𝐧 𝐄𝐧𝐠𝐥𝐢𝐬𝐡 𝐛𝐫𝐞𝐚𝐤𝐝𝐨𝐰𝐧 𝐨𝐟 𝐰𝐡𝐚𝐭 𝐢𝐬 𝐦𝐢𝐬𝐬𝐢𝐧𝐠 𝐚𝐧𝐝 𝐰𝐡𝐚𝐭 𝐢𝐭 𝐢𝐬 𝐜𝐨𝐬𝐭𝐢𝐧𝐠 𝐲𝐨𝐮.

15/05/2026

𝐓𝐡𝐢𝐬 𝐢𝐬 𝐰𝐡𝐚𝐭 𝐚 𝐛𝐫𝐨𝐤𝐞𝐧 𝐩𝐢𝐱𝐞𝐥 𝐚𝐜𝐭𝐮𝐚𝐥𝐥𝐲 𝐥𝐨𝐨𝐤𝐬 𝐥𝐢𝐤𝐞 𝐢𝐧 𝐩𝐫𝐚𝐜𝐭𝐢𝐜𝐞. 𝐀𝐧𝐝 𝐰𝐡𝐚𝐭 𝐟𝐢𝐱𝐢𝐧𝐠 𝐢𝐭 𝐜𝐡𝐚𝐧𝐠𝐞𝐝.

A luxury travel operator came to me with a problem they could not diagnose. Their Facebook ads had been running for months. Inquiries were coming in through the site. Revenue was not bad. But campaign performance was flat, cost per result kept climbing, and every time they tried to scale the budget the results got worse, not better.

They had tried new creatives. New copy. Different audiences. Nothing moved the needle in a lasting way.

When I ran their site through Meta Pixel Helper, the issue was immediate.

𝑷𝒊𝒙𝒆𝒍: installed and firing
𝑷𝒂𝒈𝒆𝑽𝒊𝒆𝒘 𝒆𝒗𝒆𝒏𝒕: active
𝑳𝒆𝒂𝒅 𝒆𝒗𝒆𝒏𝒕: completely absent

Every inquiry that came through their contact form was invisible to Facebook. The algorithm had been running their entire campaign budget against click data, no conversion signals, no feedback, no way to identify what a real customer looked like. It was optimising for the wrong objective entirely, not because the campaigns were set up wrong, but because the data feeding those campaigns was incomplete.

Here is exactly what the fix involved.

𝙎𝒕𝙚𝒑 𝒐𝙣𝒆: I built a dedicated thank-you page that loads immediately after the contact form is submitted. Not a generic redirect. A specific URL that only someone who has completed the form will ever land on.

𝑺𝙩𝒆𝙥 𝙩𝒘𝙤: I placed a Lead event in the custom code header of that thank-you page. The event fires the moment the page loads, which is the moment a conversion has occurred.

𝑺𝙩𝒆𝙥 𝙩𝒉𝙧𝒆𝙚: I created a custom conversion in Events Manager tied to that specific thank-you page URL. This gives Facebook a clean, verified signal it can attribute directly to ad activity.

𝑺𝙩𝒆𝙥 𝙛𝒐𝙪𝒓: I ran a test submission through the form and verified the Lead event firing in real time using Meta Pixel Helper and the Test Events tool inside Events Manager.

Within the first week, their Events Manager went from zero Lead events to recording every form submission. Their campaigns had real conversion data for the first time since launch.
What that unlocks is significant. Facebook now knows who their converters are. It can build lookalike audiences from real customers instead of random clickers. The learning phase can complete. Delivery stabilises. The algorithm can actually do its job.

The same broken setup is running behind thousands of active campaigns right now. Businesses spending real money on paid social with no conversion data feeding back into the system.

𝐃𝐌 𝐦𝐞 𝐀𝐔𝐃𝐈𝐓. 𝐈 𝐰𝐢𝐥𝐥 𝐜𝐡𝐞𝐜𝐤 𝐲𝐨𝐮𝐫 𝐬𝐞𝐭𝐮𝐩 𝐟𝐨𝐫 𝐟𝐫𝐞𝐞 𝐚𝐧𝐝 𝐭𝐞𝐥𝐥 𝐲𝐨𝐮 𝐞𝐱𝐚𝐜𝐭𝐥𝐲 𝐰𝐡𝐚𝐭 𝐢𝐬 𝐦𝐢𝐬𝐬𝐢𝐧𝐠.

13/05/2026

𝐘𝐨𝐮𝐫 𝐅𝐚𝐜𝐞𝐛𝐨𝐨𝐤 𝐚𝐝𝐬 𝐚𝐫𝐞 𝐧𝐨𝐭 𝐟𝐚𝐢𝐥𝐢𝐧𝐠 𝐛𝐞𝐜𝐚𝐮𝐬𝐞 𝐨𝐟 𝐲𝐨𝐮𝐫 𝐜𝐫𝐞𝐚𝐭𝐢𝐯𝐞. 𝐓𝐡𝐞𝐲 𝐚𝐫𝐞 𝐟𝐚𝐢𝐥𝐢𝐧𝐠 𝐛𝐞𝐜𝐚𝐮𝐬𝐞 𝐅𝐚𝐜𝐞𝐛𝐨𝐨𝐤 𝐢𝐬 𝐟𝐥𝐲𝐢𝐧𝐠 𝐛𝐥𝐢𝐧𝐝.

Let me explain exactly what is happening behind the scenes.

When you install the Meta Pixel on your site, it automatically fires a 𝑷𝒂𝒈𝒆𝑽𝒊𝒆𝒘 𝒆𝒗𝒆𝒏𝒕 every time someone loads a page. That is the baseline. But 𝑷𝒂𝒈𝒆𝑽𝒊𝒆𝒘 data tells Facebook almost nothing useful. It just means someone visited. It does not tell Facebook whether that person bought, inquired, signed up, or left immediately.

The events that actually matter are 𝑳𝒆𝒂𝒅, 𝑷𝒖𝒓𝒄𝒉𝒂𝒔𝒆, 𝑪𝒐𝒎𝒑𝒍𝒆𝒕𝒆𝑹𝒆𝒈𝒊𝒔𝒕𝒓𝒂𝒕𝒊𝒐𝒏, 𝒂𝒏𝒅 𝑰𝒏𝒊𝒕𝒊𝒂𝒕𝒆𝑪𝒉𝒆𝒄𝒌𝒐𝒖𝒕. These are the conversion events that tell Facebook: this person did the thing we wanted. Find more people like this.

When those events are not firing, your campaign has no feedback loop. Facebook cannot identify what a converter looks like for your business. So it does the only thing it can: it optimises for cheap clicks from broad audiences. People who will click anything. People who will never buy.

Here is where it gets worse. Facebook uses a learning phase at the start of every campaign to calibrate delivery. To exit learning, your ad set needs roughly 50 conversion events in a 7-day window. If your conversion events are not firing, that counter sits at zero permanently. Your campaign never exits learning. Delivery stays unstable. Performance never compounds.

And every day this runs, Facebook is building audience data from the wrong signals. That data does not disappear when you pause the campaign. It carries forward and shapes future targeting. The longer the pixel runs broken, the more expensive it becomes to correct.

The fix is not complicated, but it needs to be done correctly. You need a thank-you page or confirmation screen that loads after every conversion action on your site. You need the right conversion event placed in the code of that page. And you need a custom conversion set up in Events Manager tied to that specific URL so Facebook can verify and record it cleanly.

Once that infrastructure is in place, your campaigns have real data to work with. The learning phase completes. Targeting sharpens over time. Your cost per result drops because the algorithm is now finding people who actually convert, not just people who click.

I audit pixel setups for free. No proposal, no pitch. Just a plain English breakdown of what is misfiring, what it is costing you, and what the fix looks like.

𝐃𝐌 𝐦𝐞 𝐭𝐡𝐞 𝐰𝐨𝐫𝐝 𝐀𝐔𝐃𝐈𝐓 𝐚𝐧𝐝 𝐈 𝐰𝐢𝐥𝐥 𝐜𝐨𝐦𝐞 𝐛𝐚𝐜𝐤 𝐰𝐢𝐭𝐡 𝐚 𝐟𝐮𝐥𝐥 𝐛𝐫𝐞𝐚𝐤𝐝𝐨𝐰𝐧 𝐨𝐟 𝐲𝐨𝐮𝐫 𝐬𝐩𝐞𝐜𝐢𝐟𝐢𝐜 𝐬𝐞𝐭𝐮𝐩 𝐰𝐢𝐭𝐡𝐢𝐧 𝟐𝟒 𝐡𝐨𝐮𝐫𝐬.

12/05/2026

Most businesses running paid ads have no idea if their campaigns are actually working. Their pixel is installed but not tracking the right events, which means their budget is optimising for clicks, not customers.

I fix that.

Services include Meta Pixel setup, conversion event tracking, thank-you page redirect flows, custom audience building, and full web design on Wix, Squarespace, and WordPress.

If your ads are running but your data does not add up, send me a message.

Eben Ads Tracking & Web Design

18/05/2026

17/05/2026

16/05/2026

15/05/2026

13/05/2026

12/05/2026

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