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1Repair Windows errors before they cause bigger problems2Scan for outdated or missing drivers - takes under a minute3Clear out junk files and repair common Windows errorsTo troubleshoot CRM data that is not syncing, first pin down one affected record and the exact failure, then check the connection, the integration run, the API request and response, and the destination record—in that order. A status showing “connected” does not prove that every record or field is syncing correctly. Avoid replaying a bulk sync until you know whether it could create duplicates or overwrite good data.
1. Define what is failing before changing settings
Write down the source and destination apps, the direction of the sync, the affected object (such as a contact or deal), and one known record’s ID. Compare what should have happened with what actually happened: was the record missing, late, duplicated, or present with incorrect values or associations?
Note the timestamps on both systems, the last successful sync, and the current run or error details. Determine whether the issue affects one record or many. For example, “Why’s my Salesforce integration not syncing contacts?” becomes easier to investigate once you can identify a contact, the expected destination, and the time the transfer should have occurred.
2. Find the layer where the integration is failing
Work through the integration from the outside in. A failure may be in authentication, the connector or automation workflow, the request sent to the source API, the response from the destination, or the mapping and record-handling rules. A successful connection check only addresses part of that chain.
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- Connection and authorization: Is the app connected, and can the authorized user access the relevant object and fields?
- Workflow or connector: Did the automation run, trigger, or scheduled sync start? Did it stop, skip the record, or report an error?
- Request and response: What endpoint and data were sent, and what status or response came back?
- Mapping and outcome: Did the destination accept the record, and did it create or update the intended object with the right values and associations?
Use the platform’s activity views
In HubSpot, the Connected Apps area provides app status and recent activity, with record insights and API usage available as additional diagnostic views. HubSpot’s Knowledge Base says record insights show daily counts of records created, updated, deleted, or merged by an app for the past 30 days; the displayed event data is in UTC, is updated daily, and is available from December 1, 2025. Those views can help distinguish an app-wide issue from a record-level one, but they are HubSpot-specific and do not guarantee equivalent views in other CRMs.
For an automation built with Zapier, inspect the relevant run history and test the endpoint as directed in Zapier’s API troubleshooting guidance. Keep the actual run detail: a broad label such as “sales tool sync error” is less useful than the request, response, and record involved.
3. Check the connection, credentials, and access
If the app reports an expired, disconnected, or unauthorized connection, inspect the connection details and required permissions before reconnecting. Confirm that the authorized account is the intended integration user and can access the endpoint, object, and fields the workflow needs. Reauthorizing with the wrong account or insufficient OAuth scopes can leave the underlying problem unchanged.
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For API by Zapier, its troubleshooting guide lists expired or revoked keys or OAuth tokens, missing scopes, missing resource access, and a mismatched API-key parameter name among possible causes of 401 or 403 responses. Treat these as starting points, not a universal definition for every provider.
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Microsoft Learn describes a particular Salesforce CRM connector case in which authorization errors can recur after approximately 24 hours when Salesforce’s refresh-token policy expires the connector’s token. If that matches the connector and symptom, check the configured Salesforce user permissions and the refresh-token policy, then reauthorize according to Microsoft’s connector guidance. This is not a general rule that CRM integrations need to be reauthorized every day.
4. Use the exact error to choose the next check
Error codes narrow the search, but their meaning depends on the API and connector. The classifications below are from Zapier’s API troubleshooting guidance; inspect the actual response and the provider’s documentation before changing a request or retry policy.
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| Symptom or response | First checks |
|---|---|
| 401 or 403 | Check whether the credential is active, the OAuth scopes are sufficient, the authorized user can access the endpoint and object, and an API-key parameter has the expected name. |
| 400 | Compare the serialized body and parameters with the API documentation. Check required fields, JSON syntax, and escaping for special characters. |
| 404 | Check the URL, endpoint version, resource or record ID, and environment or domain. Confirm the resource exists where the request is being sent. |
| 429 or a throttling error | Identify which platform imposed the limit. Check for a Retry-After header, then reduce request frequency or concurrency and use an appropriate delay or backoff. |
| 500, 502, 503, or timeout | Check the provider’s status and the response detail. Retry conservatively, with safeguards against duplicate creates or updates. |
| Polling trigger misses new records | Test the endpoint response, check that the response filter points to the array’s actual path, and verify that the deduplication key is unique. |
| Run succeeds but CRM values are wrong | Inspect field mappings, required properties, object associations, sync direction, permissions, and the destination record. |
When the error is in the request or response
For a 400 response, compare the data actually sent—not just the intended field values—with the provider’s required request format. If the response is a JSON parsing error, check quotes, brackets, commas, and values containing special characters. For a 404, verify that the request is reaching the correct endpoint and environment before assuming the record is missing.
If a polling trigger returns data but creates no records, inspect the response structure. A filter pointed at the wrong level of a JSON response can miss an array even when the endpoint works; a non-unique deduplication key can also cause records to be skipped or treated as duplicates.
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5. Handle rate limits and temporary failures without making duplicates
A throttle can come from the CRM or API provider, or from the automation platform itself. Zapier’s “Throttled by Zapier” error may reflect a limit on either side, so use the run detail to identify the limit before changing workflow timing. A queue delay or altered replay behavior is useful only if it addresses the system imposing the limit.
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When an API returns a Retry-After header, HubSpot developer guidance recommends respecting it. That guidance also recommends exponential backoff with jitter and designing operations to be idempotent where possible, so a timeout followed by a retry does not create a second contact. These are implementation recommendations, not a guarantee that every provider uses the same retry rules.
For a custom integration, HubSpot recommends HTTP request timeouts of 10–30 seconds. That is the recommendation in its developer guidance, not a universal CRM requirement. For webhook receivers, the same guidance advises acknowledging receipt promptly with HTTP 200 and processing asynchronously. Maintain your own retry mechanism or dead-letter queue: a provider’s webhook retries may eventually stop, and the actual retry behavior must be checked with that provider.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.6. Check mappings, fields, and record-handling rules
A request can complete successfully and still produce a bad result. Check that source fields map to the intended destination properties, required values are present, object associations are correct, and the integration is writing in the expected direction. Also look for changed or deleted fields and confirm that the integration user has access to them.
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Microsoft’s Salesforce CRM connector documentation notes that deleted or renamed Salesforce custom fields can be automatically deselected. It also says a full crawl is needed after adding selected custom fields in that connector. Apply those instructions only when using the documented connector; other products may handle schema changes differently.
Before replaying or backfilling records, decide how the workflow should handle duplicate detection, records edited on both sides, deletions, and owner or association conflicts. Those are integration-specific policy choices; there is no universal conflict-resolution rule that can safely be assumed for every CRM.
7. Make a limited repair, then verify the destination
- Choose a safe test record, if available, and make only the change indicated by the diagnosis—for example, correcting a mapping or restoring the appropriate authorization.
- Run a limited test or replay rather than immediately launching a bulk backfill.
- Open the destination record and verify the actual field values, object links, owner, and expected sync direction. Check that the change arrived at the expected time.
- Inspect the next normal run and its activity or run detail to confirm the problem did not return.
For a custom integration, record structured events for token refreshes, API calls, webhook receipt, and errors. HubSpot’s developer guidance recommends monitoring measures such as refresh success and failure, request latency, error class, webhook processing time, and rate-limit events. Do not log access tokens, client secrets, or sensitive user information.
8. Choose diagnostics that fit the kind of integration
Native CRM connectors, no-code automation platforms, and custom API integrations expose different controls. No type is universally best for troubleshooting; compare the capabilities that matter to the records and failure modes you need to manage.
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Quick Recap
| What to compare | Questions to answer |
|---|---|
| Objects and fields | Does it support the required objects, custom fields, and associations? How does it respond when the CRM schema changes? |
| Authentication and access | Which scopes and user permissions are required? Who owns the integration account and its authorization? |
| Sync behavior | Which direction does data move, and what trigger or schedule controls timing? |
| Diagnostics and recovery | Can you inspect record-level events and run details, test a request, and safely replay an individual failure? |
| Limits and delivery | How are rate limits, transient errors, and webhook retries handled? Is there a queue or dead-letter path for work that cannot be delivered? |
| Data control | Can you manage mappings, deduplication, and conflicts involving edits, deletions, owners, or associations? |
| Ongoing ownership | Who monitors failures, updates the integration when fields or APIs change, and maintains alerting and recovery procedures? |
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