In the Confluence built-in notation guide, it says of the jiraissues macro:

Imports and displays JIRA issue list RSS as inline content for the page.

and gives the format as:

{jiraissues:url=http://jira.rss.url}

So when coming to JIRA to find the URL, one would naturally expect to pick one of the RSS views:

Actually, only the "XML" view will work. If you use the RSS link for (eg. "issues"), you get a table with blank cells.

I think we need to update the documentation to talk about XML instead of RSS, and include a screenshot of which JIRA view to use.