Troubleshooting
Solutions to common attribution issues. If your issue isn't described here, contact support.
Issue 1: Match Rate = 0%
Symptoms
The attribution report runs successfully, but all CRM rows are unmatched. Match Rate = 0%.
Possible causes and solutions
Cause 1: UTM tags don't match
- Check that the UTM tags in your ads and CRM are identical
- Check case:
utm_source=Google≠utm_source=google - Check for extra whitespace and URL encoding
Cause 2: Different ad accounts
- Make sure the report has the ad account selected that the CRM deals actually come from
Cause 3: Date window = 0 or very small
- Check the date window setting. If it's set to 0 days, matching won't occur
- Increase it to 7-30 days
Cause 4: Strict match mode
- Switch to balanced or loose mode
Issue 2: The report runs, but there's no data
Symptoms
The report status is "Completed", but the Google Sheet is empty.
Possible causes and solutions
Cause 1: No data for the selected period
- Check that there were ad impressions and CRM deals during the selected period
- Select a wider period
Cause 2: Wrong ad account
- Make sure the correct ad account is selected
- The account must have active campaigns for the selected period
Cause 3: Output problem
- Check that the correct Google Sheet tab is selected
- Make sure LightLead has access to the sheet
Issue 3: Duplicates in the results
Symptoms
The same deal appears multiple times in the report.
Possible causes and solutions
Cause 1: Ambiguous matching
- A single deal was matched to multiple ad rows
- Switch to a stricter match mode (balanced or strict)
Cause 2: Duplicates in the CRM
- Check the CRM for duplicate deals
- Remove duplicates or configure a filter in the report
Issue 4: Unrealistically high ROAS
Symptoms
ROAS = 50 or 100, which clearly doesn't match reality.
Possible causes and solutions
Cause 1: Small Spend against large Matched Revenue
- Check that all spend is accounted for
- The wrong ad account or not all campaigns may be selected
Cause 2: A large deal attributed to a small spend
- One large deal (for example, 1,000,000) is matched to a campaign with 5,000 in spend
- Check the correctness of the match for this deal
Cause 3: Currency imbalance
- Spend is in one currency, revenue in another, and the exchange rate doesn't reflect reality
- Check your currency settings
Issue 5: Unrealistically high CPL
Symptoms
CPL is 10x higher than expected.
Possible causes and solutions
Cause 1: Low Match Rate
- Many deals aren't matched → Matched Deals is small → CPL is inflated
- Improve the Match Rate
Cause 2: Not all CRM deals are accounted for
- Check that the correct pipeline is selected in the CRM
- Make sure filters aren't excluding some deals
General diagnostic algorithm
- Check the Match Rate — if < 20%, the problem is in matching
- Check UTM tags — do the values in the ads and CRM match
- Check the date window — does it match your deal cycle
- Check the mode — start with balanced, then optimize
- Check the data — is there any data at all for the selected period
Contact support
If the issue isn't resolved by the methods above, contact LightLead support via the in-app chat or email. Please include:
- The attribution report ID
- A screenshot of the settings
- Approximate Match Rate values
- A description of the expected vs. actual result