Short answer
Why Are My CRM Records Not Syncing?
CRM records fail to sync when the lookup key is inconsistent, field permissions block writes, required values are missing, or two-way workflows overwrite each other. Trace one record by its immutable CRM ID, compare both systems and run history, then fix ownership, required fields, and one direction at a time.
Common causes
- Email or another mutable field is used as the only match key.
- The connected user cannot see or edit a field, object, pipeline, or record.
- A required picklist value or validation rule rejects the update.
- Two-way sync rules race and overwrite newer values.
Diagnostic steps
- Choose one affected record and capture IDs from both systems.
- Inspect the automation run and CRM audit history around the same timestamp.
- Confirm permissions, required fields, validation rules, and accepted option values.
- Test each sync direction separately and store cross-system IDs after the first match.
Example
A contact changes email, so the workflow creates a new CRM contact instead of finding the old one. Persisting the CRM contact ID keeps future updates attached.
Caveats
Bulk replay can overwrite correct newer values. Export affected IDs and define the source of truth before repairing records.