🔍 Overview
When reviewing Meta Ads performance in Search Atlas, you may notice that conversions appear correctly at the ad set level but are missing or incomplete when you view data aggregated at the campaign level. This discrepancy can make it seem like your campaign has fewer conversions than Meta Ads Manager reports — even when Meta shows a healthy total, such as 125 conversions for a campaign like Leads - 2026.
This article explains why this happens and what you can do to get accurate campaign-level conversion data in Search Atlas.
⚙️ Why This Happens
There are a few known reasons why Meta conversions may not roll up correctly to the campaign level in Search Atlas reports:
- Aggregation fallback behavior: Search Atlas attempts to pull conversion data directly from Meta's API. If Meta's API is rate-limited or temporarily unavailable for your account, the platform falls back to its own database aggregation. In some cases, this fallback does not yet produce a complete campaign-level total.
- Custom conversion events: If your campaign uses custom Meta conversion events (rather than standard Meta events like Lead, Purchase, or CompleteRegistration), these may not be fully supported in all reporting views. Some features — such as automated routines — currently support only standard Meta events.
- Conversion tracking not fully configured: Campaign-level aggregation depends on Meta conversion tracking being properly set up and connected within Ad Studio. If this setup is incomplete, data may only surface at the ad set level where it is directly attributed.
- Report Builder limitations: Meta Ads conversion data may not yet appear in the Search Atlas Report Builder even if it is visible in the Ads Analytics section. This is a known issue currently in development.
🛠️ How to Troubleshoot
- Check your Ads Analytics view: Navigate to Left sidebar → Ads → Analytics. Select your campaign from the dropdown and confirm whether campaign-level conversion totals appear here. This view uses direct Meta API data and is the most reliable source within Search Atlas.
- Verify your conversion event type: In Left sidebar → Ads → Campaigns, open the campaign in question and review which conversion event is assigned. If you are using a custom event, note that campaign-level aggregation for custom events has limited support at this time.
- Confirm Meta conversion tracking is connected: Go to Left sidebar → Ads → Campaigns and ensure your Meta account is fully connected and that conversion tracking has been configured inside Ad Studio. An incomplete setup can cause data to appear only at the ad set level.
- Cross-reference with Meta Ads Manager: Compare the conversion breakdown in Meta Ads Manager at both the campaign and ad set levels. If Meta Ads Manager shows the correct campaign total but Search Atlas does not, this confirms the issue is in how Search Atlas is aggregating the data — not in your campaign setup.
- Wait and refresh: If Meta's API was recently rate-limited, data may be delayed. Wait 30–60 minutes and refresh your Ads Analytics view to see if campaign-level totals update.
📋 What Is Currently Supported
It helps to understand the current scope of Meta conversion reporting in Search Atlas:
- Standard Meta events (Lead, Purchase, AddToCart, CompleteRegistration, etc.) are supported for campaign-level aggregation and automated routines.
- Custom conversion events have limited support — they may appear at the ad set level but not always at the campaign level in all views.
- Report Builder does not yet display Meta Ads conversion data; this capability is currently in development and will be available in a future update.
- Ads Analytics (Left sidebar → Ads → Analytics) is the recommended view for the most complete Meta conversion data available in Search Atlas today.
✅ Best Practices Going Forward
- Use standard Meta conversion events wherever possible to ensure the broadest compatibility with Search Atlas reporting and automation features.
- Always verify campaign-level data in Left sidebar → Ads → Analytics rather than the Report Builder until full Report Builder support is released.
- Keep your Meta account connection active and authorised to avoid API rate-limiting that can cause aggregation fallbacks.
💬 Still Seeing a Discrepancy?
If you have followed the steps above and campaign-level conversions are still not aggregating correctly in Search Atlas, our team can investigate your specific account and campaign configuration. If you need further assistance, open the chat widget in the bottom-right corner of the platform and type human teammate to be connected with a member of our team.