A saved lead or outcome is not proof that an ad platform received it. Check the connection, the outcome's delivery disposition and the destination before comparing platform reports. The attribution update described below is pending release and does not authorize collection or forwarding.
Stravax Engage sends conversion events only to connected platforms whose sending is enabled. Sending results to Google Ads is not switched on yet. Google Ads can be connected and receive lead forms, but no result appears there yet. If you haven't connected a platform, or its connection has stopped working (for example a revoked token that can no longer refresh), no event goes to it at all, and the connection's own status will show it needs attention. See Connecting your ad accounts.
The attribution update saves a durable outcome receipt in the same operation as an accepted lead or selected qualification/sale event. Delivery is a separate step. It can wait for a connection, authentic origin or identity, measurement permission, route evidence, Live mode, or available budget. Test and junk leads remain suppressed. A mapping set to None does not authorize a send. See What is a conversion event?.
It's worth checking timing too. Ad platforms can take a little while to display a freshly received event in their own reporting, so if the stage change happened very recently, waiting and refreshing the platform's dashboard is worth trying before assuming something's wrong.
Each conversion event is deduplicated per lead, stage, and platform, so moving a lead back and forth does not create a second event, and a retried delivery reuses the stored event and its deduplication identifier. A failed send retries automatically, and an hourly pass catches anything still stuck, which is also when expired Google and TikTok tokens get refreshed automatically. Retrying does not fix everything, so if nothing changes after that, recheck the connection itself: a platform-side permission or token issue is a common cause. Three event states are explained below.
In the pending attribution update, local deduplication preserves one delivery identity per lead, outcome family and platform. An uncertain network result can still mean the provider accepted the event. A delivery marked unknown needs reconciliation and is not automatically resent. Safe queue recovery retains the original occurrence time. A Test-to-Live or repaired-connection transition requires a bounded preview and an explicit eligible selection; old sent or validation rows are not replayed automatically.
A click-to-WhatsApp event on a Live Meta connection that has no WhatsApp dataset waits instead of failing, and shows Waiting for dataset. Add the WhatsApp dataset (see Connecting your ad accounts), or create one in Meta. The hourly check attempts to find a dataset that Meta links to your only WhatsApp account, with no promised time, so entering it yourself is the quick way. Once a dataset is saved, the eligible waiting events resume with their original time, subject to Ad Sync being on and the connection being active and Live. On a Live connection that has only the WhatsApp pair, other Meta events also wait until you pick a main dataset.
A Meta event is held to a 7-day limit counted from the conversion time (Snapchat and Microsoft apply it too). An older event is too old for the platform to accept. It shows Too old to send and is not sent again. Fix the cause (usually a missing dataset) so new events do not wait.
On Meta, a connection in Test checks events but does not send them as real conversions, and an event processed in Test is not sent later. Snapchat's validation mode is different: it calls Snapchat's validation endpoint, and Snapchat does not document whether validated events are recorded. After a Meta reconnect that left no dataset, the connection is switched to Test and the card says so. Pick a dataset, then press Go Live.
| Possible cause | Where to check | What to do |
|---|---|---|
| Platform not connected, or its token was revoked | Connection status in Settings > Connections | Use the platform's available connection options. Facebook and Instagram connection and reconnection are not available in the new look yet; contact support. |
| Lead hasn't reached a synced stage yet | The lead's stage in the pipeline | Move the lead into a stage your mapping covers |
| Event was just sent | The platform's own reporting UI | Wait and refresh; this usually resolves itself |
| Event is still retrying | The automatic hourly retry pass | It retries automatically; if it keeps failing, recheck the connection |
| Event says Waiting for dataset | The event's status on the lead | Add the missing dataset (the WhatsApp one, or the main one on a WhatsApp-pair-only connection) and keep the connection Live |
| Event says Too old to send | The event's status on the lead | It was not sent within 7 days; fix the cause so new events do not wait |
| Connection is in Test | The Test or Live pill on the Meta card | Pick a dataset, then press Go Live |
| Outcome has a hold (pending attribution update) | Basic Ad Sync readiness | Resolve the stated route, permission, identity, setup or budget requirement |
| Delivery outcome is unknown (pending attribution update) | Attempt/receipt disposition | Reconcile acceptance before considering another send |
| Platform window has expired (pending attribution update) | Original outcome occurrence | Keep the receipt; changing its time or ID cannot make it eligible |
In the earlier look, connection status is in the Connections dialog on the CRM page.