Snitcher's CRM sync runs in the background, so when something goes wrong it usually shows up as absence: a company or contact you expected to see in your CRM simply isn't there.
This guide helps you tell the difference between "not synced yet" and "actually broken," organised by what you see in the app.
Before you start
Make sure your CRM integration has been connected at least once (Settings > Integrations). The integration status banners on that page are your first signal: they'll show an info, warning, or error message when something needs attention.
How CRM sync works (the short version)
A few things are true across every CRM integration in Snitcher, and understanding them upfront saves a lot of troubleshooting:
New accounts are not created automatically. After connecting, Snitcher only syncs to CRM records that already exist, matched by domain. A brand-new company with no matching CRM record only gets created when you click Send to CRM manually or when a "Send to CRM" automation triggers. Otherwise it's skipped by design, not a failure.
Contacts are not auto-synced on connection. Contacts are sent via Send to CRM on the contact or through a contact-sync automation, and matched by email.
Deals are pull-only. Snitcher reads deals from your CRM for segmentation but never writes them back.
Sync is not instant. Session-driven updates are intentionally delayed by about 30 minutes, and Snitcher polls each CRM for changes every 30 minutes. A short delay is normal.
Troubleshooting
"The integration is being installed (1/2)" or "(2/2)"
What you see: an info banner on Settings > Integrations saying the integration is being installed.
What it means: Snitcher is still setting up the connection with your CRM. This is transient and usually resolves on its own.
What to do: Wait. This can take up to 24 hours. If it's still showing after that, reach out to support.
"Your CRM account is not able to create custom fields"
What you see: a warning banner with a Retry Installation button.
What it means: the CRM user account you connected with doesn't have permission to create custom fields, which Snitcher needs to store its data in your CRM.
What to do: grant the connected user permission to create custom fields in your CRM (or ask your CRM admin to do it), then click Retry Installation.
"Your CRM account does not have access to deals"
What you see: a warning banner reading "Your CRM account does not have access to deals," with a Retry Installation button.
What it means: the connected CRM user or plan doesn't have access to deals. In Attio, the Deals module has to be explicitly enabled before Snitcher can pull deal data.
What to do: enable deals access for the connected user in your CRM, or in Attio enable the Deals module, then click Retry Installation.
"A company I expected isn't in my CRM"
This is the most common question. Work through these checks in order:
Does the company have a domain that matches an existing CRM record? Snitcher matches companies by domain. If the domains don't match, there's no link, and Snitcher won't create a new record automatically (see "How CRM sync works" above).
Is there a "Send to CRM" automation set up? If no automation is configured and you haven't manually clicked Send to CRM, a brand-new company with no matching CRM record simply won't appear. This is by design.
Is there a field-mapping problem? A rejected field value will surface a warning pointing you to check your CRM field mapping.
Was a mapped field removed or changed in your CRM? Snitcher auto-removes fields that no longer exist and retries, but you may need to re-map.
You can check any individual company's sync state in its CRM panel (click into the company from your inbox). If it shows "Not synced to CRM yet" with a Send to CRM button, it simply hasn't been pushed yet.
"A contact isn't syncing"
Contacts are never auto-synced just by connecting your CRM. A contact only reaches your CRM when you manually click Send to CRM on that contact, or when a contact-sync automation triggers. Matching is by email address.
Also worth knowing: if a contact is already attached to a different company in your CRM, Snitcher won't re-link it.
"I can't change or remove a field mapping"
What you see: one of several messages depending on the field, such as "This field is required to identify the company in your CRM and can't be mapped to a different field," "This field cannot be removed because it is used for display and filtering," "Identifier fields are not removable," or "Field [name] is locked in CRM."
What it means: these are guardrails on required, identifier, or CRM-locked fields. This is expected behaviour, not a bug.
"My CRM shows as disconnected"
What you see: an error banner on Settings > Integrations. The generic message is "The integration is disconnected due to an error." When a specific reason is known, you may see "The CRM url is not available anymore," "The trial period of the CRM is expired," or "A connection error occurred." Billing admins also receive an email alerting them to the disconnection.
What it means: the CRM's access was revoked or expired, or repeated authentication failures accumulated. The integration tolerates brief transient failures first and only flips to disconnected when errors persist.
What to do: click Reconnect from Settings > Integrations.
"The integration is installed, but there was an error during installation"
What you see: a warning banner saying installation completed but with an error, and that the development team is working on it.
What to do: this is on Snitcher's side. If it persists, reach out to support.
Salesforce: "permission set could not be assigned"
What you see: a message explaining that your Salesforce organisation blocks programmatic assignment of permission sets.
What to do: ask your Salesforce admin to manually assign the Snitcher permission set to the integration user (and any other users that need to read or write Snitcher fields).
Salesforce: "field mapping issue"
What you see: a message explaining that one or more fields that were mapped from Salesforce to Snitcher have been removed because the data could no longer be reconciled.
What to do: ask your Salesforce admin to ensure the fields are supporting the same kind of inputs (same type of field, same drop-down options etc). Inform them of the field that was removed (visible in the error message).
Pipedrive: "website field not configured"
What you see: "The required website configuration is missing. Please add a mapping for the website."
What it means: Pipedrive needs a website field mapped before Snitcher can match companies by domain.
What to do: add the website field mapping on your Pipedrive integration settings page.
Lead Flow issues (Salesforce, Zoho, and Microsoft Dynamics only)
Lead Flow is only available for Salesforce, Zoho, and Microsoft Dynamics. If you're using HubSpot, Pipedrive, or Attio, these don't apply.
"A company became a Lead instead of updating my existing Account." With Lead Flow on, Snitcher always checks for a matching Account first and only creates or uses a Lead when no Account matches.
If it became a Lead, no Account matched at sync time, usually because of a domain mismatch. Confirm the Account's domain in your CRM. If a matching Account appears later, Snitcher automatically links to the Account on the next sync (Account always wins).
"I'm getting a separate Lead per contact / duplicate Leads." This is expected. Under Lead Flow, each contact you send becomes its own Lead record, because CRM Leads represent a person and a company together. This is by design, not a duplication bug.
"Deals aren't showing for a company that's a Lead." Expected. Deals are only pulled once a company is linked to an Account, so a company currently linked to a Lead has no deals to pull. If a matching Account turns up later, Snitcher links to it on the next sync and deals come through from then on.
"I turned Lead Flow off and my Leads disappeared from Snitcher." Expected. Switching back to Standard removes the Lead records Snitcher created and re-syncs the company against Accounts and Contacts instead.
"Sync seems slow or delayed"
Snitcher intentionally delays session-driven updates by about 30 minutes and polls each CRM for changes on the same interval. Rate-limited CRMs are retried automatically with backoff. A short delay is normal and expected.
Any questions, send us a message in support! :)