📌 What Is a Conversion in Search Atlas?
In Search Atlas, a conversion is any action a user takes that you have defined as valuable — tracked via your connected ad platform (such as Google Ads or Meta Ads). Common conversion events include form submissions, phone calls, button clicks, purchases, and sign-ups.
Important distinction: A conversion records the moment a prospect takes a desired action (for example, submitting a contact form). It does not automatically mean that person has become a paying client. Whether a conversion counts as a lead or a closed sale depends entirely on how you have configured your conversion actions inside your ad platform.
🎯 How Conversions Relate to CPA
Cost Per Acquisition (CPA) is calculated by dividing your total ad spend by the number of recorded conversions in a given time period.
- CPA = Total Spend ÷ Number of Conversions
- CPA reflects the cost to generate one conversion event — not necessarily one closed deal.
- If your conversion action is a lead form submission, your CPA is your cost per lead.
- If your conversion action is a purchase or checkout completion, your CPA is your cost per sale.
This means your CPA metric is only as accurate as your conversion definition. Defining the right conversion action upfront is essential to getting meaningful CPA data.
🔀 Lead vs. Paying Client — What Gets Tracked
Search Atlas surfaces the conversion data reported by your connected ad platforms. It does not automatically track what happens after a conversion — for example, whether a lead progressed through your sales process and became a paying client.
- Lead: A prospect who has completed a conversion action (form fill, call, sign-up). This is what your ad platform counts and reports back to Search Atlas.
- Paying client: A lead who has gone on to purchase your product or service. This stage typically happens offline or in a CRM, outside of standard ad-platform tracking.
To bridge this gap, you can configure offline conversion imports directly within Google Ads or Meta Ads. Once set up in those platforms, that downstream data (such as closed deals) will flow through to the performance data visible in Search Atlas.
⚙️ How to Get Accurate Conversion Tracking
Because Search Atlas relies on the conversion actions you define in your connected ad platforms, the following steps will help ensure your data is accurate:
- Log in to your Google Ads or Meta Ads account and review your active conversion actions.
- Confirm that each conversion action is labeled accurately — for example, Lead Form Submit versus Purchase Complete.
- If you want to track post-lead outcomes (such as closed sales), set up offline conversion imports within your ad platform so that data flows into Search Atlas.
- Review your conversion data regularly in Search Atlas to ensure the numbers align with your business goals.
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.