Arctic Liquid Freezer III pro 420 PUMP - just cant get it right

Hi all,

Im reaching because im out of ideas and nothing that I do work....

I attached Arctic Liquid Freezer III pro 420 PUMP to one of my FAN headers on my ROG X870 Gaming A

when I set it manually in BIOS to a steady PWM (70%), I can see the RPM sensor changing and the PUMP responds accordingly

but in Fan Control:

1 - sensors says im around 25% PWM instead of 70%

2 - the RPM is matching the RPM I see in the bios menu

3 - no matter what PWM I manually select or let Fan Control calibrate for me, the RPM doesnt change

*Im not running Armory Crate so nothing should be interfering...

*Originally I was on FAN HEADER 5 in the board, so I tried to change to HEADER 2

*Im using HEADER 1 and 4 for other PWM fans and they are working fine with Fan Control....

please guys, what am I missing here?