## **🔍 Overview**

If you notice that conversions, CPA, or other key metrics in your Search Atlas Ads reports don't match what you see inside Meta Ads Manager or Google Ads, you're not alone. This article explains the most common causes of these discrepancies and what you can do to get accurate data.

## **⚠️ Common Causes of Conversion Discrepancies**

Several factors can cause mismatches between Search Atlas reports and the native ad platforms:

- **Attribution window differences:** Meta and Google Ads each use their own default attribution windows (e.g., 7-day click, 1-day view). Search Atlas pulls data using the API settings tied to your connected account. If those windows differ from your native platform view, totals will not match.
- **Conversion event selection:** Your native account may be tracking multiple conversion events (purchases, leads, page views). Search Atlas reports may be pulling a different subset of those events than you're viewing in the native dashboard.
- **Data sync timing:** Conversion data is not always real-time. There can be a delay of up to 24–48 hours before conversions reported in Meta or Google Ads are fully reflected in Search Atlas.
- **Date range and comparison settings:** Conversion totals change when different date ranges are applied. Make sure the date range selected in Search Atlas exactly matches what you're viewing in the native platform. Comparison period deltas (e.g., week-over-week changes) require a valid comparison date range to be set — without one, delta figures may be unreliable.
- **Account connection issues:** If your Meta or Google Ads account was recently reconnected or if token permissions changed, some historical data may not have re-synced correctly.

## **🛠️ How to Troubleshoot Step by Step**

1. **Check your date ranges match exactly.** In Search Atlas, go to **Left sidebar → Ads → Analytics**. Confirm the date range shown matches the date range you are viewing in Meta Ads Manager or Google Ads. Even a single day's difference can produce large discrepancies.
2. **Verify the correct account and campaign are selected.** Inside **Ads → Analytics**, use the account and campaign filters to confirm you are looking at the same campaign. For Meta, ensure the campaign name (for example, *Leads - 2026*) is selected and not an ad set or ad-level view.
3. **Compare the same conversion event.** In your native Meta or Google Ads account, note exactly which conversion event is being counted (e.g., Lead Form Submit, Purchase). Check whether Search Atlas is configured to pull that same event. If the platform is summing all conversion events while you are filtering to one in the native dashboard, totals will differ.
4. **Refresh the report data.** On the **Ads → Analytics** page, use the refresh or re-sync option if available, then wait a few minutes before comparing figures again.
5. **Check for a valid comparison date range.** If you are reviewing period-over-period deltas or trending arrows, make sure a comparison date range is explicitly set. Deltas shown without a comparison period selected may not be meaningful.
6. **Review your account connection status.** Go to **Left sidebar → Ads → Launchpad** and check both **Google Ads Campaign Hub** and **Meta Ads Launchpad**. Confirm your accounts show as connected and active. A broken or expired connection can cause missing or zero conversion data.

## **📋 Known Behaviours to Be Aware Of**

The following situations can produce numbers that look incorrect but have a known explanation:

- **Zero conversions with significant spend:** If Search Atlas reports 0 conversions on a campaign that shows conversions in Meta, this is typically caused by a sync issue or a mismatch in which conversion event is being tracked. Re-check your account connection and the conversion event configuration.
- **Conversions appearing much higher than the native platform:** In some configurations, conversion events can be counted more than once if multiple event types are included. Ensure only the intended conversion actions are included in your report view.
- **CPA figures that look too low or too good:** A CPA that appears unusually efficient compared to your native platform is often a sign that conversion counts are inflated. Cross-reference total conversions first before acting on CPA data.

## **✅ Best Practices for Accurate Reporting**

- Always use identical date ranges in Search Atlas and your native ad platform when comparing figures.
- Align on a single primary conversion event per campaign before analysing CPA.
- Allow 24–48 hours after a campaign change or account reconnection before comparing conversion totals.
- Set an explicit comparison date range any time you want to view period-over-period performance changes.

## **💬 Still Seeing a Discrepancy?**

If you have followed the steps above and your conversion data still does not match, our team can investigate the specific account and campaign configuration with you. 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.