# Google Ads paid phone customer import — monitoring runbook

## Daily check

1. Count CRM calls that first became eligible for upload.
2. Count rows generated, submitted, accepted and failed.
3. Confirm the latest successful upload is within the agreed freshness window.
4. Reconcile total accepted value with the CRM value for the same eligible records.
5. Store every permanent error against the CRM call ID.

## Weekly check

- Compare forwarding-number call coverage with total CRM calls from paid media.
- Review hidden caller IDs, calls under 15 seconds and records without a reliable start time.
- Check timezone handling around AEST/AEDT transitions.
- Check that no record has been uploaded under both a raw-call and paid-customer Primary goal.
- Review Google Ads upload results and conversion diagnostics.
- Confirm spreadsheet, SFTP or API credentials and access remain appropriately restricted.

## Alert conditions

- No accepted upload within 24 hours while eligible CRM records exist.
- Accepted rows differ from eligible CRM records outside the agreed tolerance.
- Any duplicated internal upload key.
- Conversion value or currency is missing.
- The conversion time is before the call start time.
- The caller number cannot be normalised to E.164.
- Google Ads returns a permanent conversion-action, customer or formatting error.

## Incident response

1. Pause the scheduled importer; do not delete CRM source data.
2. Preserve the failed file or API payload and response.
3. Classify the issue as source data, matching, formatting, permissions, credentials or Google availability.
4. Correct only failed records. Do not regenerate already accepted records with changed timestamps.
5. Preview a corrected file or use partial-failure handling before resuming the full schedule.
6. Reconcile the recovery batch and document the root cause, impact and prevention change.

## Escalation evidence

- Google Ads customer ID and conversion action name
- Upload or API request time
- CRM call ID and redacted caller reference
- Call start and conversion time with timezone
- Exact error code or downloaded error result
- Whether the call appears in the Google Ads Call details report