Why did my heatmap scan fail?

What the message means

• You've used all N heatmap scans on your plan this month. They reset on the 1st. Your plan's monthly allowance is used up (10 on Starter, 30 on Agency, 100 on Agency Pro and Agency Empire), so no scan runs. The count resets at 00:00 UTC on the 1st. On Starter and Agency you can also move to a larger plan for a bigger allowance; Agency Pro and Agency Empire both get 100, so there is nothing above that. If another agency sold you your account, your allowance comes from the plan they signed you up on instead: 5 scans a month on their lower tier and 15 on their higher one. That count resets on the 1st as well, and you cannot change it yourself, so ask them about it. See How many heatmap scans do I get, and what happens when they run out?
• This account's subscription isn't active (past due or canceled). Contact your provider to restore access. You are on an account sold to you by another agency, and its subscription has lapsed. No scan runs until they put it back in order, so get in touch with them.
• Could not pin this business on the map. Every scan starts by finding the business on Google from its name and address, to set the centre of the grid. That lookup found nothing, so there was nothing to build the grid around. If the business name on the lead is wrong, correct it with ✎ Edit Details and try again. See How do I correct a lead's business name, contact name, email or phone?
• A message that mentions SerpApi. SerpApi is the Google Maps data service the scan uses, and this message means map scans are not available at the moment. Nothing in your account needs changing, and the Settings the message mentions is not a page you need to visit. Map scans start working again as soon as that connection is restored.
• Heatmap scan failed., Scan failed. or another short message. Something went wrong during the scan, for example a lookup took too long to answer. Wait a few minutes and click 🗺 Scan Their Map Rank (or Rescan) again.

One bad point does not fail the scan

A scan checks 25 points and usually takes about 30 seconds. If one point cannot be checked, for example because its lookup does not answer within 30 seconds, that point is recorded as not found (a red square with ✗) and the rest of the scan carries on. A finished grid with some ✗ squares is a completed scan, not an error, and it uses 1 scan.

If every square comes back ✗ but the business clearly shows on Google Maps for that keyword, check that the business name on the lead matches its Google listing. The scan looks for the business by that name at every point.

Scans for clients

On Agency Pro and Agency Empire, a map scan that runs for a client, with Measure Now, Build This Month's Report or the automatic monthly client report, never shows its own error. If the map scan cannot run, or your allowance is used up, the measurement and report still go ahead without a new map, and the Map scan column in the client's Evidence Vault shows a dash for that measurement.