Attribution — Troubleshooting

Error: "Attribution failed: no matches between data sources"

Message: Attribution failed: no matches between data sources.

What it means: The system tried to match records from different sources (e.g., ad spend and CRM deals) but found no matches at all on the key fields. The attribution result is empty.

Possible causes:

• Field mapping is configured incorrectly — the system is matching on the wrong fields
• Data in the sources covers different periods — e.g., ads from March but deals from April
• Key fields have different formats (e.g., a phone number with +7 in one source, without it in another)
• The sources genuinely have no overlap (different ad campaigns and deals)
• One of the sources returned no data

What to do:

1. Check which fields are selected for mapping in the attribution settings — they should be semantically the same in both sources
2. Make sure key fields contain values in the same format
3. Widen the date range to capture the whole deal cycle (from click to sale)
4. Manually check a few records from each source — is there a connection between them
5. Try a different mapping key (e.g., email instead of phone)

Retry the run: yes (after changing settings)

Reconnection required: no

When to contact support: If the mapping is configured correctly, the data in the sources definitely overlaps (confirmed manually), but attribution still finds no matches.

What to send: Source names, mapping fields, date range, an example key value from each source (without confidential data), error time, screenshot of the error.

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Error: "All matches are ambiguous. Cannot determine a single source"

Message: All matches are ambiguous. Cannot determine a single source.

What it means: More than one possible ad touchpoint was found for each deal, and the system cannot determine which one was decisive. Attribution cannot be completed using the selected model.

Possible causes:

• The "Last touch" attribution model is selected, but multiple touchpoints have the same timestamp
• The mapping key isn't unique enough (e.g., only city or only a UTM tag)
• One customer made several deals, and all of them are linked to the same ad touchpoint
• Data from the ad account contains duplicates

What to do:

1. Change the attribution model to a different one (e.g., "First touch" or "Linear")
2. Add extra fields to the mapping to increase uniqueness
3. Check the ad account data for duplicates
4. Use a more granular key: UTM tags, click ID, rather than just traffic source
5. If the issue is duplicate ad data — remove duplicates in the source settings

Retry the run: yes

Reconnection required: no

When to contact support: If all attribution models produce an ambiguous result, and the data is clean and free of duplicates.

What to send: Source names, attribution model, mapping fields, an example row with multiple touchpoints (without confidential data), error time, screenshot of the error.

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Error: "Invalid field mapping. Selected fields are incompatible"

Message: Invalid field mapping. Selected fields are incompatible.

What it means: The fields selected for matching between sources have incompatible data types (e.g., a date is mapped to text, or a number to a string).

Possible causes:

• A field is a date in one source but text in another
• A field is a number in one source but a string with extra characters in another (e.g., "1000 USD" instead of 1000)
• Fields have different date formats (DD.MM.YYYY vs YYYY-MM-DD)
• Fields with different semantics were selected (e.g., deal creation date and click date)

What to do:

1. Check the field types in each source
2. Select fields with the same data type (text to text, date to date, number to number)
3. If the needed field in one source has an unsuitable type — create a calculated field with type conversion
4. Make sure date formats match in both sources
5. Use intermediate processing (e.g., in Google Sheets) to normalize types

Retry the run: yes

Reconnection required: no

When to contact support: If you're sure the field types match, but the system still reports incompatibility.

What to send: Source names, the mapped fields with their types (screenshot), expected mapping type, error time, screenshot of the error.

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Error: "Data source disconnected. Attribution cannot be completed fully"

Message: Data source disconnected. Attribution cannot be completed fully.

What it means: One of the sources involved in attribution is inactive — its token has expired, or the connection was broken. Without data from this source, attribution cannot be completed.

Possible causes:

• The access token for the source expired and you haven't reconnected it
• You manually disconnected the source in LightLead settings
• The external service's administrator revoked access
• The account in the external service was blocked

What to do:

1. Go to "Integrations"
2. Find the disconnected source (status "Inactive" or "Error")
3. Click "Reconnect" and go through authorization
4. Wait for the "Connected" status
5. Restart attribution

Retry the run: yes

Reconnection required: yes

When to contact support: If the source is reconnected and active, but attribution still reports it as disconnected.

What to send: Name of the disconnected source, source status in "Integrations", error time, reconnection time, screenshot of the error.

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Error: "Date range mismatch between sources"

Message: Date range mismatch between sources. The data doesn't overlap in time.

What it means: Data from different sources covers non-overlapping time periods. For example, ad data is from March 1–15, while CRM data is from March 20–31.

Possible causes:

• Different date ranges are set for different sources in the report settings
• The data in the sources genuinely covers different periods (ads launched later than the deals)
• One of the sources is limited by historical data (e.g., Facebook Ads only returns data for the last 37 months)
• A time zone offset between sources

What to do:

1. Check the date ranges in each source's settings in the report — align them to a single range
2. Make sure the sources' time zones match (UTC+3 vs UTC)
3. Widen the overall date range to cover the possible offset
4. If one of the sources doesn't return historical data — narrow attribution to the available period
5. For recurring reports — configure the same period for all sources

Retry the run: yes

Reconnection required: no

When to contact support: If the date ranges in the settings are the same and overlap, but the system still reports a mismatch.

What to send: Source names, date range for each source in the report settings, source time zone, error time, screenshot of the error.

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Error: "Partial attribution: only X% of records matched"

Message: Partial attribution: only X% of records matched.

What it means: Only some of the CRM records could be matched with ad data. The remaining records have no corresponding ad touchpoints.

Possible causes:

• Some deals didn't come from ads (direct visits, referrals, etc.)
• Not all ad channels are connected in LightLead — some touchpoints remain unaccounted for
• The mapping key field isn't populated in all records (e.g., not every customer has a phone number)
• Customers use ad blockers, so some touchpoints aren't tracked

What to do:

1. Check which ad channels are connected — some traffic might come from unconnected sources
2. Check how well the key field is populated in both sources
3. Use a less strict mapping key (e.g., UTM tags + date, instead of an exact click ID)
4. Connect additional sources in LightLead
5. Consider an attribution model with a wider window (e.g., all touchpoints within 30 days before the deal)

Retry the run: yes (after changes)

Reconnection required: possibly (if new sources need to be added)

When to contact support: If the percentage of matched records is abnormally low (below 10–20%) with all ad channels connected.

What to send: Percentage of matched records, list of connected sources, mapping key field, key field fill rate, error time, screenshot of the error.