Define a business event
Agree on what a qualified lead or sale means and when the event is considered complete. "Working" status does not necessarily mean quality. Define the rules for repeat requests, duplicates, returns and cancellations. One manager should not arbitrarily change the meaning of the event for the entire analytics.
Continue with: CRM duplicates: repeated delivery or a new enquiry?.
Check available IDs
The import method determines which data is required: advertising IDs or allowed user data for the selected import method. Check the documentation for the chosen method, consent requirements and deadlines for accepting events. Do not assume that saving only the UTM is sufficient for any import.
Continue with: UTM in CRM: preserve the source of an enquiry.
Check acceptance and retries
Submit the agreed test event, check the result of the API or import and diagnostics in the account. Save the business event ID and delivery status so that re-execution doesn't create redundant conversions. Successfully accepting a file does not prove that every line is mapped. Errors and omissions should be visible in the log.
Can all old sales be transferred?
Not always: there are data requirements and time limits for a specific import method. First, check the availability of the required identifiers and the current Google rules.