> For the complete documentation index, see [llms.txt](https://docs.patagon.ai/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.patagon.ai/en/troubleshooting/crm-integration/crm-lead-field-sync.md).

# How lead fields sync to your CRM

When CRM sync is enabled and configured, Patagon AI automatically sends saved lead data as the agent processes the conversation. Standard identity fields are sent automatically, while other attributes require a CRM field mapping or a custom request template. Sync is not limited to qualified leads or status changes.

## When the sync happens

Patagon AI starts a sync after it successfully processes new conversation data. Delivery happens in the background, so a short delay may occur, and temporary failures are retried automatically.

A lead does not need to become qualified or change status for a sync to happen.

## What gets synced

| Category                     | What is sent                                   | Condition                                                         |
| ---------------------------- | ---------------------------------------------- | ----------------------------------------------------------------- |
| Standard identity            | First name, last name, email, and phone        | Sent automatically. ApiDeck connections require all four values.  |
| Custom and system attributes | The saved attribute value                      | The attribute has a value and a **CRM field** mapping.            |
| Fixed-value attributes       | The configured fixed value                     | The attribute has a **CRM field** mapping.                        |
| Custom HTTP fields           | Any available attribute referenced by its slug | The configured request template determines which fields are sent. |

Multi-select values are sent as comma-separated text. Numbers and yes/no values are also sent as text when used in CRM custom fields. Empty values are skipped.

## How to map an attribute to a CRM field

1. Go to **Agent > Attributes**.
2. Edit the attribute you want to sync.
3. Open **More options**.
4. Select the destination under **CRM field**.
5. Save the attribute.

Mapped fixed-value attributes sync in the same way as other mapped attributes. Changing a mapping does not immediately rewrite existing CRM records; the new mapping applies on the next eligible sync. Contact support if you need a historical backfill or replay.

## Create versus update

On the first successful sync, Patagon AI creates or finds the lead or contact in your CRM and saves its CRM record ID. Later syncs use that ID to update the same record instead of creating a duplicate.

## What does not sync — and why

Fields or leads may not sync when:

* An attribute does not have a **CRM field** mapping.
* The value is empty or has not been captured yet.
* CRM sync is off, there is no active destination, or the connection, credentials, or configuration is invalid.
* An ApiDeck connection is missing any required identity value: first name, last name, email, or phone.
* You changed a mapping but no eligible conversation processing has happened since the change.
* The configured automatic destination is not a supported contact or lead entity.

Qualification score, assignment, and every column shown in the Patagon AI dashboard are not universal default fields. They are sent only when the connection, attribute mapping, or custom request template includes the corresponding data.

## Example

Suppose you map the Patagon AI attribute **Budget** to the CRM field `annual_budget`. Once the conversation captures a budget, the next sync sends that value. If no budget has been captured, Patagon AI does not send that field.

## If a field is missing

1. Confirm that CRM sync is enabled and the destination is active.
2. Check that the lead has all identity fields required by your connection.
3. Open the attribute and confirm its **CRM field** mapping.
4. Confirm that the attribute has a saved value.
5. If you recently changed the mapping, wait for the next eligible conversation update.
6. For a custom HTTP connection, check that the request template references the attribute slug.

If the field is still missing, contact <support@patagon.ai>. Include the CRM name, a sample lead, and the missing Patagon AI attribute and CRM field. Never send passwords, API keys, or other secrets.


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