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Leads don't come into the CRM or don't sync

Updated 2026-10-02

In two lines: if inquiries don't appear in CRM > Prospects, it's almost always that the source isn't linked to the CRM, the form is Paused, or the email is unmapped. Check these causes in order.

Is the source linked to the CRM?

A form or other source only creates leads if it's connected as a CRM lead source. If you created it recently, check that it's linked.

If the form receives responses but doesn't create leads, the problem is almost always here.

Is the form active?

A form in Paused state doesn't receive submissions: the link responds with an error and nothing arrives, neither to email nor to the CRM. Go to Management > Web Forms and confirm it's Active.

Is the email mapped?

The CRM identifies each person by their email. If the form doesn't have a field mapped to email, the response can arrive but not become a usable lead.

  • Check that the form has an Email type field, mapped to the CRM's email template.
  • If you changed the fields recently, re-check the source's mapping.

Was the integration disconnected?

If the source is from Meta, Google Ads, TikTok Ads or LinkedIn and appears as Paused with the note The {platform} connection was disconnected, it wasn't paused by hand: it was paused automatically when that integration was disconnected, because it was left without credentials. You don't need to reactivate it: it comes back on its own as soon as the connection works again, and it brings in the leads that arrived during the pause. What to check:

  • Reconnect the platform in Settings > Integrations. See I can't connect or a platform disconnected.
  • On Meta, pick the page again in Settings > Data Sources: disconnecting clears that selection and, without it, the source can't come back.
  • Go back to CRM > Settings > Acquisition > Lead sources. The source should show Came back on its own on {date} and what happened to the leads from the pause. If it's still paused, the card tells you under the notice what's missing (the page isn't selected, or it was reconnected with a user who doesn't manage that account). Detail in Lead sources: mapping, webhook and historical-lead backfill (without duplicates).
If the card says the leads from the pause couldn't be fetched, use Backfill from the source menu. On TikTok the API rarely lets us fetch them: download them as CSV from TikTok Ads Manager and use Import in CRM → Prospects.

This also happens to a child Account when its inheritance of the workspace connection is turned off: the sources that ran on that inherited connection are paused — and come back the same way as soon as the account has a working connection again, its own or the inherited one.

Is it a permissions or assignment issue?

If leads come in but you don't see them, it may be access, not sync:

To test the full circuit without waiting for real traffic, use Test form on the form: it triggers the validation, the email, and —if linked— the lead creation. See My form doesn't receive responses.

Still have questions?

Ask MIA, the MB Suite AI assistant: open it with the MB AI button (⌘J) in the top bar. MIA knows the section you're in, so you can ask it about what you see on screen — and it can also answer how-to questions about using MB Suite.