Why Does This Happen?
Discrepancies between your Google Ads or Meta Ads data and the totals shown in Search Atlas Report Builder are a known issue. This article explains what is happening and what information to have ready when you contact support so our team can investigate and resolve the mismatch for your account.
Common Causes of Mismatched Data
- Attribution window differences: Google Ads and Meta Ads apply their own default attribution windows. If your Report Builder date range does not align with the same window, conversion counts may differ.
- Campaign-level vs. account-level aggregation: Conversions recorded at the account or ad-set level may not roll up to the campaign level in Report Builder, causing campaign rows to show lower or zero conversion figures.
- Ads account connection state: If the Google Ads or Meta Ads integration was recently set up, had permissions changed, or encountered a sync error, data may be missing or incomplete until the issue is resolved on the backend.
- Meta Ads conversions not appearing: If conversions exist inside Meta Ads but do not appear in Report Builder, this is a known data-pull issue that requires backend investigation.
What to Have Ready When You Escalate
Because this is a backend data issue, our team will need to investigate your specific account and report configuration. Before reaching out, please gather the following:
- The exact name of the affected report or project in Search Atlas
- The date range you are using in the report
- Which platform is showing the discrepancy (Google Ads, Meta Ads, or both)
- The specific metric that does not match (e.g. conversions, cost, cost-per-conversion)
- A screenshot or note of the value shown in Report Builder versus the value shown in the ad platform
- Approximately when you first noticed the discrepancy
Having this information ready will allow our team to identify the source of the mismatch and apply the correct fix on the backend as quickly as possible.
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.