Before adjusting anything, check which slot the window is closed onto. Some receivers have two slots: the inner one closes the window, and the outer one holds it in a fresh-air ventilation position.
A window latched onto the outer slot looks shut and is not. It is the single most common cause of a "draughty" window that seemed fine last week, and the fix takes seconds.
Once that is ruled out, three things remain.
The receiver. Closing tension is set by how the roller bolts meet the receivers on the frame. Where the sash does not pull in evenly, the receivers are the part to look at rather than the friction.
The weather stripping. Run a finger along the strip in the groove around the sash perimeter. Soft and flexible is healthy. Hard, flattened or cracked means it has perished, and no adjustment recovers it. Our product guide is explicit that weather stripping should not be removed, so treat replacement as a job to ask us about rather than a strip to pull out.
The clearance. The air gap between frame and sash should be the same at the top and at both sides. Uneven clearance points at the frame rather than at the sash, which is covered below.
One safety note carried over from our own guide: never leave the house with a window latched in the ventilation position.