Define rules for creating records
Agree when a contact or lead is created, what to do with the known number and who is responsible for the missed call. Use a stable call identifier to update its history. Check the exact set of events and fields for your current UniTalk integration and specific CRM.
Continue with: CRM duplicates: repeated delivery or a new enquiry?.
Check out the different routes
Make agreed test incoming, outgoing, missed and transferred calls. Check the client number, operator, time, duration and final result. If call recordings are used, review access and retention period according to company policies and market requirements. The link to the recording should not accidentally become public.
Continue with: Google Ads offline conversions: prepare your CRM data.
Check event delivery
The recurring event should update the corresponding call, not create an independent history. Define behavior when CRM is unavailable and how to reconcile missed events. Supplement the green indicator of the connector with a real test in the client's card. An example of complex work with telephony and CRM can be found in the "Vorota Ukraine" case.
Vorota Ukrainy: websites, CRM, SEO & ads
Should every call create a new lead?
This is a business process setting, not a universal rule. You need to take into account existing contacts, open deals and the purpose of the new enquiry.