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Could it be they have private browsing on?
I've had a similar problem at my company.
Does your website ask to store cookies? If a lead goes to the website and doesn't accept your cookies, the web activity doesn't get recorded.
Thanks that makes a lot more sense, not sure why I didn't think of that.
Is there a best practice to increase cookie usage? Or is it at the mercy of each indiviudal's privacy settings?