Troubleshooting forwarding

Start from one fact: every conversion has a visible forwarding outcome. Open the conversion in your Events page and look at its forwarding rows — one per platform, each marked sent, pending, skipped, or failed, and any row that isn't sent shows its reason right on it. The answer to "why isn't this in Meta?" is usually written there; the checks below explain each reason you'll see.

1. no forwardable click id (unattributed conversion)

The customer's history contains no ad click — they arrived from search, a referral, or a direct visit. This is correct behavior, not a failure: no platform earned the conversion, so none receives it. If you expected a click here, check that auto-tagging is active for the campaign and that the pixel is installed on the landing page the ad points to — a click ID can only be captured on a page that has the pixel.

2. Skipped for age

Two windows apply: Meta drops events older than 7 days; clicks older than 90 days are past Google's (and LinkedIn's) acceptance. The conversion is still attributed in your dashboard — the platform just won't take it back. Common with long sales cycles; see How forwarding works.

3. no destination configured

The platform is connected, but this event has no destination mapped — for Meta that's a pixel, for Google a conversion action, for LinkedIn a conversion rule. Mapping is automatic when it's unambiguous, so this reason usually means one of three things: your Meta account has zero (or more than one) active pixel, your Google account has no conversion action of the matching type (or two of them), or the LinkedIn connection hasn't resolved its ad account yet. Integrations shows what's missing for each platform; the fix happens in the ad platform itself — create the missing conversion action or remove the duplicate — and the next sync maps it and re-queues the held events, including conversions that arrived before you connected. We never guess between two destinations; see why.

4. Event turned off

Each of the six events has a per-site toggle under Integrations. If Lead is off, leads are recorded but never sent — by design. Check the toggle before suspecting anything else.

5. EU, UK, or Swiss customer

For privacy-strict regions, Meta and LinkedIn sends are suppressed entirely, and Google receives a limited consent-denied send. A missing Meta conversion for a German customer is the documented behavior, not a bug.

6. Pending: awaiting deal amount before forwarding

A CRM deal hit Closed Won before the amount was entered, so the row sits at pending. The conversion forwards on its own the moment the amount lands in the CRM — nothing to do, unless the deal genuinely has no value, in which case enter it or let it stand.

7. Sent, but the platform shows nothing

If the forwarding row says sent, we delivered it and the platform accepted it. What remains is platform-side, and there are two usual suspects: the platforms attribute conversions to the click date, not the conversion date — a conversion sent today for last week's click appears on last week's reporting row; and platform dashboards lag by hours. Check the click-date row first, in Meta Events Manager or the platform's conversion diagnostics.

Sent ≠ same numbers

Even with everything working, your Attributely report and the platform dashboard won't match — the platform layers its own modeled attribution over the events we send, claims view-through conversions we'd never credit, and can't see your refunds or renewals. Matching the platform isn't the goal; knowing which number is real is.