Unmatched Rows
Unmatched rows are CRM rows for which the system was unable to find a corresponding entry in the ad data. A high percentage of unmatched rows reduces attribution accuracy.
Causes of unmatched rows
1. No UTM tags in the CRM
The most common cause. The deal was created, but the UTM fields are empty.
How to check: open a few unmatched deals in the CRM and check whether the UTM fields are filled in.
Solution: set up UTM tag transfer from your website to the CRM via hidden form fields or JavaScript.
2. Deal outside the date window
The deal's creation date falls outside the configured date window relative to the click date.
How to check: compare the click date and the deal creation date. If the difference exceeds the date window — this is the cause.
Solution: increase the date window (Date Window).
3. UTM value mismatch
The UTM tags in the ads and CRM differ (case, whitespace, encoding).
How to check: compare the UTM field values in the ad account and the CRM for a single deal.
Solution:
- Normalize to a consistent case (lowercase)
- Remove extra whitespace
- Check URL encoding
4. Source mismatch
utm_source in the ads doesn't match utm_source in the CRM.
How to check: compare the utm_source values.
Solution: standardize source names across all ads and the CRM.
5. Different ad accounts
The deal came from one ad account, but a different one is selected in the report.
How to check: look at which source the deal actually came from.
Solution: create a separate attribution report for each ad account.
How to analyze unmatched rows
- Look at the overall percentage — if > 70%, something is fundamentally wrong
- Export the unmatched rows — examine their contents
- Group by cause — identify the main cause
- Apply the corresponding solution
Impact on metrics
Unmatched rows understate Matched Deals and Matched Revenue, leading to:
- Inflated CPL (spend / matched_deals with a small denominator)
- Deflated ROAS (matched_revenue / spend with a small numerator)
Attribution with a high percentage of unmatched rows paints an overly pessimistic picture of ad ROI.