When CRM data stops syncing, first pin down one affected record and trace it through the connection, workflow, API request and response, field mapping, and destination record. Use the failing layer’s own activity details before changing settings or replaying a large batch; a connection marked “connected” does not prove that records are moving correctly.
What is failing, and which records are affected?
Start with a specific symptom rather than a broad report such as “CRM data not syncing.” Determine what stopped moving, between which products, in which direction, and when it began. The failure may be missing or delayed data, duplicate records, incorrect values or associations, or a visible failed run.
- Choose one affected record and note its identifier and relevant timestamps in both systems.
- Write down the expected result and the actual result, including the fields, associations, owner, and timing that differ.
- Record the last successful sync, the latest run or error details, and whether the issue affects one record, a subset, or all records.
- Identify the connector or workflow involved and whether it creates, updates, deletes, or polls for records.
For example, “Why’s my Salesforce integration not syncing contacts?” becomes easier to investigate once you know whether a particular contact was never created, is missing one field, or appears only after a delay. Do not start with a bulk replay: depending on the operation, it could create duplicates or overwrite correct data.
Which layer is failing?
Trace the path from authorization to the final record. The usual checkpoints are the app connection, the connector or workflow, the source request and destination response, and the mapping and resulting record. A failure at one checkpoint can look like a failure at another: for example, a completed workflow may still write the wrong field.
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- Connection and authorization: Is the app connected, and can the configured user or integration account access the required objects and fields?
- Workflow or connector: Did a run start, reach the relevant step, and attempt the expected action? Is the correct trigger, object, and direction configured?
- Request and response: What endpoint and payload were sent, and what status code or response did the destination return?
- Mapping and record outcome: Did the response contain the expected data, and did the destination record receive the intended values and associations?
In HubSpot, the Connected Apps area provides app status and recent activity, with app logs, record insights, and API-call usage available as additional diagnostic views. These are separate signals: an app can appear connected while a particular record event or API operation is failing.
HubSpot’s record insights show daily counts of records created, updated, deleted, or merged by an app. According to HubSpot’s Knowledge Base, the data is displayed in UTC, updated daily, covers the past 30 days, and is available from December 1, 2025. Those details describe HubSpot’s view, not a standard capability or time range across CRM products.
Does the error point to access, a bad request, or an unavailable service?
Read the exact run or API response before editing the integration. For API by Zapier, Zapier’s troubleshooting guide describes the following common responses as starting clues; an API’s actual response and provider documentation take precedence.
| Error or symptom | First checks and next action |
|---|---|
| 401 or 403 | Check whether the credential is expired or revoked, whether OAuth scopes are sufficient, and whether the user or app can access the endpoint and object. Confirm that an API key is supplied under the parameter name the endpoint expects. Reauthorize with the required account and scopes if needed. |
| 400 | Compare the serialized request body and parameters with the provider’s API documentation. Validate JSON syntax, required values, and escaping, especially quotes, brackets, commas, and special characters in data. |
| 404 | Check the endpoint spelling and version, the record or resource ID, and the environment or domain. Confirm that the resource exists at that address. |
| 429 or a throttling error | Determine whether the CRM/API or the automation platform imposed the limit. If the response includes Retry-After, follow it; reduce request frequency or concurrency and use a safe backoff strategy. |
| 500, 502, 503, or timeout | Check the provider’s service status and response detail. Retry conservatively, with safeguards against creating a second record or applying an update twice. |
| Polling trigger reports no new items | Test the endpoint response, check that the response filter points to the array’s actual path, and confirm that the deduplication key is unique. |
| Run appears successful but CRM values are wrong | Inspect mappings, required properties, object associations, sync direction, permissions, and the destination record. Check whether records changed on both sides or whether deletion, ownership, or conflict rules affected the result. |
A successful HTTP response alone does not establish that the intended business record was created or updated. Follow the run through to the destination and inspect its resulting values.
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Is the connection active and authorized for the required data?
If the app reports an expired, disconnected, or errored connection, inspect its connection details and permissions. Reauthenticate with the intended account, then verify that the connection has the necessary scopes and access to the specific objects and properties in the workflow. A valid login does not necessarily grant permission to read or write every CRM resource.
Some authorization problems are connector-specific. Microsoft Learn documents a Salesforce CRM connector case in which an authorization error can recur after approximately 24 hours when Salesforce’s refresh-token policy expires. In that described scenario, check the Salesforce refresh-token policy and reauthorize the connector. Do not treat that timing or remedy as a general rule for other Salesforce integrations or other CRMs.
Also check whether the integration’s configured user is still active and has the required permissions. Changing credentials without confirming the account, scopes, and resource access can leave the same failure in place.
Is the workflow sending the right request and respecting limits?
For a workflow step that calls an API, compare its endpoint, parameters, and request body with the provider’s documentation. If the returned JSON cannot be parsed, inspect its structure and escaping. If a poll trigger finds no records, inspect the raw endpoint response before changing the trigger: a filter aimed at the wrong array path, or a non-unique deduplication key, can cause new items to be missed or treated incorrectly.
Separate limits imposed by the CRM or API from limits imposed by an automation platform. Zapier notes that “Throttled by Zapier” can result from either Zapier or the connected app. Check the run detail to identify which system imposed the limit before adjusting a queue delay, request frequency, or replay behavior.
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For rate limits, HubSpot developer guidance recommends honoring Retry-After when present, using exponential backoff with jitter, and designing retries to be idempotent where possible. Idempotency matters because a timeout may occur after the destination has completed an operation but before the sender receives confirmation. A repeated create could otherwise make a second contact.
For a custom webhook receiver, HubSpot recommends acknowledging promptly with HTTP 200 and processing the event asynchronously. Keep your own retry mechanism or dead-letter queue: provider retries may eventually stop, and retry timing and requirements vary by integration. HubSpot’s guidance also suggests 10–30 seconds as a reasonable HTTP request timeout; treat that as its recommendation, not a universal CRM requirement.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Could mapping or record behavior explain the mismatch?
When a run completes but the destination is wrong, inspect what the workflow selected and what the CRM actually stored. Check the source response path, field-to-property mapping, required fields, object associations, owner, and direction of sync. Confirm that the integration user can write the destination fields and that a property was not renamed or deleted.
Connector behavior can affect which fields are available. Microsoft Learn notes that Salesforce custom fields may be automatically deselected after deletion or rename in its Salesforce CRM connector; it also says that adding selected custom fields in that connector requires a full crawl. Check the connector’s own configuration and documentation before assuming that a mapping will recover on its own.
Before replaying or backfilling records, decide how the integration should handle duplicate detection, records edited on both sides, deletions, owner changes, and association conflicts. Those choices depend on the systems and business rules involved; there is no universal conflict policy that is safe for every CRM.
How can you confirm the repair and catch a recurrence?
- Make one controlled change that addresses the identified failure, such as restoring the correct authorization, fixing a request or mapping, or adjusting throttling behavior.
- Run a limited test with a safe record where possible rather than immediately replaying an entire history or batch.
- Inspect the destination record. Verify the intended field values, object links, owner, and sync direction—not just that the workflow reports success.
- Check the run or record activity again, then observe the next normal run to confirm the repair persists.
For custom integrations, HubSpot developer guidance recommends structured logs for token refreshes, API calls, webhook receipt, and errors. Do not log access tokens, client secrets, or sensitive user information. Useful operational metrics include refresh success and failure, request latency, error class, webhook processing time, and rate-limit events.
Which diagnostic view should you use?
Start where the integration actually runs. A CRM-native connector, a no-code automation workflow, and a custom API or webhook integration expose different logs and replay controls; there is no universal ranking or single diagnostic screen that covers them all.
- CRM-native connector: Inspect its connection state, selected objects and properties, configured user permissions, and any connector-specific sync or crawl controls.
- Automation platform: Open the failed run or task history and inspect each step’s input, output, and error. For API by Zapier, use its endpoint tests and run details when diagnosing requests.
- Custom integration: Trace the request, response, token-refresh event, webhook receipt, and destination write in your own logs and monitoring. Redact secrets and sensitive user data.
When choosing or reviewing an integration approach, compare the objects and fields it supports, authentication and scope requirements, sync direction and latency, record-level diagnostics and replay, handling of limits and webhook retries, mapping and conflict controls, and who owns maintenance and monitoring. Those criteria help reveal operational gaps; the available documentation does not establish that one approach is best for every team.
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