A report is empty or shows zero
A blank chart almost always has one of four causes: a source that has not synced, a filter that cut everything, a field your tool never filled in, or a plan that does not include the report. Work down this list in order. The first cause that matches is yours. If the number is present but looks wrong rather than empty, read A number reads zero and it should not.
Before you start
Note which screen you are on before you start. The Attribution tab and the report builder show a blank result for different reasons and print different messages.
Tip
Open Attribution & journeys under Intelligence Studio and read the coloured banner under the tab row first. It names the broken part of the chain — no tracking script, no connected tool, or a tool connected but never synced — before you look at any chart.
Start with the plan
Attribution & Journeys shows a lock and Reports require a paid plan
Why: That page checks for a subscription that is active. A free trial does not count, whichever plan the trial is for, and neither does a lapsed one.
Fix: Open Choose a plan and track your usage against its limits and start a paid plan. Nothing on that page works until you do.
The Intelligence Studio hub shows a lock and Intelligence Studio requires a paid plan
Why: The same check, on the Studio home page. The report builder itself carries no lock screen, so you can still reach it from the sidebar.
Fix: Start a paid plan, or go straight to Report builder in the sidebar while you decide.
The Attribution tab shows No data yet although the banner above it is green and reports submissions
Why: Attribution reports are part of Pro and above. On Starter the page is absent from the left-hand menu, and a saved link still opens it — the report is then refused behind the scenes and the tab falls back to this empty state instead of telling you to upgrade.
Fix: Check your plan. If you are on Starter, the Overview tab still works and counts the same submissions by source, medium and campaign.
The report builder canvas reads No records — adjust the date range or sync a data source although Data Sources shows thousands of records
Why: The same refusal, from the other direction. The builder is part of Pro and above, and a refused request arrives at the canvas as an empty row set with no message of its own.
Fix: Check your plan before you spend any time on the source or the filters.
Then the data behind it
The banner reads The tracking script has recorded no form fills
Why: The page is reading the tracking script, and no form submission has ever arrived, so the attribution models have nothing to count.
Fix: Switch Reading from to a connected tool: its own records need no script. To get the form-fill attribution models as well, click the banner to expand it, install the script from Tracking Script, submit a test form, then re-read the banner.
A tool is connected but its report reads No <tool> records synced yet
Why: The connection exists and no sync has finished, so there are no records to group.
Fix: Expand the banner on Prebuilt Analytics and click Sync Now beside that tool, or open Data Sources and run it there. Large databases take more than one pass. If the tool is not connected at all, connect it first — How connecting a tool works covers what each tool asks for, and Connect HubSpot and Connect Salesforce say where those two keep their keys. Connected Tools in the sidebar is where you paste them.
A CRM report is missing records you can see in the tool itself
Why: Focus filters are set. They aim reports and the intelligence engine at one segment — records created inside a window, records with an email address, one company, one country — and everything outside that segment is left out of reports as well.
Fix: Open Intelligence Studio and click Focus filters →. The line beside it prints how many records currently match. Clear the filters to report on everything. The data underneath is already synced either way.
Then what you asked for
The canvas reads No records match the current filters and prints a count before filtering
Why: Your conditions excluded every record. The commonest reason is a value typed by hand that does not match what the field holds — a code rather than the name on screen, or a different spelling.
Fix: Click the value box and pick from the suggestions, which are the real values that field holds. If you have more than one filter, switch Match ALL (AND) to Match ANY (OR) to see which one is doing the cutting.
The canvas reads Add at least one value (measure) to summarize
Why: The Values shelf is empty. Rows and columns describe the grid. A measure fills it.
Fix: Click the plus beside any measure in the left panel. Every source offers a record count.
A Marqiq Attribution report is empty although you have submissions
Why: The builder opens on a 90-day window, and it filters that source by submission date. Submissions older than the window are not read.
Fix: Click 1yr or 3yr. On the Attribution tab the equivalent control is the period row, where Monthly covers the last 12 months.
Changing the date range on a CRM report changes nothing
Why: The date buttons filter the Marqiq Attribution source only. On a connected tool and on Unified (Cross-System) every synced record is read whichever button is lit, so a date range cannot be the cause of an empty CRM report.
Fix: Bound a CRM report with a filter on a date field instead — Create Date with > (after) on a HubSpot source, Created Date on a Salesforce one.
Then the field itself
Rows appear but one column is zero all the way down
Why: MarqIQ lists that measure because your tool defines the field. Your sync never found a value in it. A measure is listed whether or not it holds anything.
Fix: Open Unified field catalog in the sidebar, search for the field, and read what it holds across your records. If it is empty in the tool, no report can produce it — pick a different measure, or fill the field in the tool.
A calculated field is zero on every row
Why: A measure named in the formula is not on the report. An unknown name resolves to zero rather than raising an error, so the calculation returns a wrong answer with no warning. Dividing by zero also returns zero.
Fix: Add every measure the formula names to Values, then read the column again.
A month or quarter is empty in a CRM report while the records plainly exist
Why: The Year, Quarter and Month dimensions on a CRM source are taken from the record's last activity date, and from its created date when there is no activity. They are not taken from a deal close date.
Fix: Group by the tool's own date field instead of the built-in time dimensions. Search Dimensions for the date you mean — Create Date and Recent Conversion Date in HubSpot, Created Date and Converted Date in Salesforce.
When the zero is real
Some zeros are the answer. A campaign that produced nothing produces nothing on the chart.
You can tell the two apart in one move. If the record count printed above the chart is a healthy number and only one group reads zero, the zero is real. If the record count itself is zero, one of the causes above applies.
Next steps
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