I guess it's the formation, and the AMs are shooting and not crossing.
Out of the 17 goals I got today he got 3, which is better than before. I took off the up arrow as someone else has suggested, it seems to make him a [I]little[I] more prolific. I'll have a look at making him a specialist in something once he hits 7 stars, maybe one of the finishing disciplines as my top scorer is a free kick taker.
Well, I was expecting them to be putting it on a plate for him and not actually coming in from the wings to score tbh. But I don't always play through the flanks, only if the opposing team is playing 3 central defenders, or a generally very narrow style. Otherwise I'll play mixed, or possibly down the middle depending.