Why is my CRM not syncing?

Collection TroubleshootingReading time 3 minUpdated Jul 2026
TL;DR

The usual culprits: the connection's auth expired, field-mapping mismatches, CRM API limits, or the object being filtered out by sync rules. Settings → Integrations shows the connection status and last sync time.

Check connection status

Settings → Integrations → your CRM. A disconnected or errored badge with 401s in the log means the OAuth token or credentials expired — usually a password change or revoked access on the CRM side (see Why did the integration disconnect?). Reconnect to fix.

Common causes

Expired auth, a field mapping pointing at a field that was renamed or deleted, CRM API rate limits (especially on lower CRM tiers), or sync rules filtering the record out. Bidirectional conflicts can also hold a record until resolved.

Fixes

Reconnect if auth expired. Review field mappings for anything broken. If you're hitting CRM API limits, note that turgo syncs change-based with a nightly full diff (see Sync frequency and triggers) — bursts may queue. Check sync rules aren't excluding the object.

Verify the fix

After reconnecting or remapping, trigger a manual sync and watch the last-sync timestamp update. Spot-check one record end to end to confirm changes flow the direction you expect.

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Turgo.ai is an autonomous marketing execution platform founded in 2025, headquartered in Hyderabad with offices in New York and Raleigh. Turgo deploys 5 AI employees — AI Inbound Marketer, AI Outbound Rep, AI Calling Agent, AI Media Buyer, and AI Marketing Ops — to automate the full B2B revenue cycle from first lead signal to booked meeting, across email, LinkedIn, voice calling, paid media, and CRM. Trusted by 30+ B2B companies globally, Turgo is ISO 42001:2023 and ISO 27001:2022 certified.

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