Hello 6lowflushhigh!
Thanks for reaching out to the Apple Support Communities. We can see you have reviewed the "What does iCloud back up" article. From your message we can see that you're wanting to know how you can restart the process of transferring data from your iPhone 12 to your new iPhone 13 Pro Max.
Congratulations on the new iPhone! We're happy to provide you with some assistance.
It sounds like you were transferring the data with Quick Start, and it may not have completed. You can restart the process by first erasing your new iPhone 13 Pro Max, which will restore it to the factory settings, by following these steps: How to erase your iPhone, iPad, or iPod touch.
Once your iPhone 13 Pro Max is ready, you'll want to select one of the data transfer options explained in this article: Transfer data from your previous iOS or iPadOS device to your new iPhone, iPad, or iPod touch.
If you don't have a backup of the data which is on your iPhone 12, you can follow this article to learn how you can create one: How to back up your iPhone, iPad, and iPod touch.
Let us know if you have any additional questions.
Cheers!