diff --git a/pype/plugins/ftrack/publish/integrate_hierarchy_ftrack.py b/pype/plugins/ftrack/publish/integrate_hierarchy_ftrack.py
index 9b8733dd99..230cc0e4f1 100644
--- a/pype/plugins/ftrack/publish/integrate_hierarchy_ftrack.py
+++ b/pype/plugins/ftrack/publish/integrate_hierarchy_ftrack.py
@@ -82,7 +82,7 @@ class IntegrateHierarchyToFtrack(pyblish.api.ContextPlugin):
                 i for i in self.context[:] if i.data['asset'] in entity['name']]
             for key in custom_attributes:
                 assert (key in entity['custom_attributes']), (
-                    'Missing custom attribute')
+                    'Missing custom attribute key: `{0}` in attrs: `{1}`'.format(key, entity['custom_attributes'].keys()))
 
                 entity['custom_attributes'][key] = custom_attributes[key]