🔍 Why Conversion Numbers May Not Match
If the conversion counts or cost-per-acquisition (CPA) figures in your Search Atlas reports look different from what you see inside Meta Ads Manager or Google Ads, you are not alone. Several factors can cause these gaps, and most can be resolved by following the steps below.
⚙️ Common Causes of Discrepancies
- 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 through the platform APIs, which may apply a different window than your native dashboard default.
- Conversion action selection: Your native account may count multiple conversion actions (e.g., purchases and add-to-carts), while Search Atlas may be pulling only a subset, or vice versa.
- Data sync timing: Conversion data is not always real-time. There can be a delay of up to 24–48 hours between a conversion being recorded in Meta or Google and it appearing in Search Atlas reports.
- Date range and comparison periods: Reports that include a comparison date range require both periods to be explicitly selected. If only one date range is set, trend or delta indicators may be absent or show zero — this is expected behaviour.
- Account connection issues: If the linked Meta or Google Ads account has expired credentials or limited API permissions, Search Atlas may receive incomplete conversion data.
🛠️ Steps to Troubleshoot the Discrepancy
- Verify your date range. In Search Atlas, go to Left sidebar → Ads → Analytics. Confirm that the date range shown matches exactly what you have selected in Meta Ads Manager or Google Ads.
- Check attribution settings. In your native Meta or Google Ads account, note the attribution window applied to your campaign or account. Compare this to any attribution settings available in your Search Atlas report view.
- Review which conversion actions are counted. Inside Meta Ads Manager, open your campaign (e.g., Leads - 2026) and check the Columns → Customize Columns panel to see which conversion events are included. Ensure you are comparing the same events in Search Atlas.
- Allow time for sync. If conversions appeared in Meta or Google Ads within the last 24–48 hours, wait and refresh the Search Atlas report before escalating.
- Reconnect your ad account. Go to Left sidebar → Ads → Launchpad and select either Google Ads Campaign Hub or Meta Ads Launchpad. Check that your account is connected and the integration status shows no errors. If you see a connection warning, disconnect and reconnect the account.
- Check for zero-conversion reports on active spend. If Search Atlas shows 0 conversions while Meta or Google reports conversions on the same spend, this is likely a sync or permissions issue. Reconnecting the account (step 5) usually resolves this.
📋 Specific Scenario: Meta Campaign Conversions Not Appearing
If conversions from a specific Meta campaign are completely absent from your Search Atlas report despite being visible in Meta Ads Manager, follow these steps:
- Navigate to Left sidebar → Ads → Analytics and confirm the correct Meta ad account is selected in the account selector at the top of the page.
- Ensure the campaign name (e.g., Leads - 2026) is not filtered out. Clear any active campaign filters and reload the report.
- Navigate to Left sidebar → Ads → Launchpad, open Meta Ads Launchpad, and confirm the account connection is active.
- If the campaign still does not appear after 48 hours, contact our support team via the chat widget.
📊 Understanding CPA Differences
Cost-per-acquisition (CPA) values in Search Atlas should closely reflect native platform data once the correct conversion actions and attribution windows are aligned. If CPA looks significantly lower in Search Atlas than in Meta (for example, $86 versus $300+), the most common cause is that Search Atlas is counting more conversion events than intended — such as including micro-conversions alongside primary lead events. Audit your conversion action settings in Meta and confirm which events are being passed to the Search Atlas integration.
💡 Best Practices to Keep Reports Aligned
- Always set identical date ranges in both Search Atlas and your native platform when comparing figures.
- Use the same attribution window in both tools where possible.
- Periodically refresh your ad account connection inside Ads → Launchpad to ensure API tokens remain valid.
- Limit conversion actions to your primary goal (e.g., lead form submissions only) to avoid inflated conversion counts.
🆘 Still Seeing a Discrepancy?
If you have followed all steps above and the numbers still do not align, our team can investigate at the account level. 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.