# Leads in the dashboard

> Every form, call, and Local Services Ads lead we track for your business, one by one, with where each one came from.

Source: https://completeseo.com/docs/dashboard/leads/

Leads lists every lead we track for your business, one by one: website forms, calls to your tracked phone numbers, and Local Services Ads leads. Each one shows who it was, how they reached you, and what they said.

The section appears once your first lead comes in.

## The totals

Pick the last 30 days, 90 days, 12 months, or all time at the top. The tiles count the leads in that period and compare them with the same length of time just before it.

![Lead tiles for leads, forms, calls, LSA, and qualified calls above a chart of each by day](https://completeseo.com/_astro/leads-hero.BSOw3RPs.png)

| Tile | Counts |
| --- | --- |
| Leads | Every lead in the period |
| Forms | Forms submitted on your website |
| Calls | Calls to your tracked numbers, including calls from your Google Business Profile and your Google Ads |
| LSA | Local Services Ads leads: calls, messages, and bookings, charged or not. Shown only if you run Local Services Ads |
| Qualified calls | Calls that were answered and lasted at least 30 seconds |

Each tile shows its change as a percentage, or "New" when the earlier number was zero. A dash means nothing changed. Click a tile to show or hide its line on the chart. The chart runs through yesterday, day by day for shorter periods and week by week from 90 days up. The line under it names the source that sent the most leads.

## The list

![A table of leads with date, type, name, contact details, and source](https://completeseo.com/_astro/leads-table.Dz5PXZaU.png)

Each row shows when the lead came in, its type, the person's name and contact details, and the source that sent them. Calls show how long they lasted, or "missed." Local Services Ads leads show whether Google charged for them.

Above the list you can search by name, email, or phone, show only forms, calls, or LSA leads, show only qualified calls, and narrow to one source. The list shows 100 leads at a time, with a button at the bottom for more.

### Lead details

Click any lead to open its details.

![An opened form lead showing the message, the form, the source, the medium, and the landing page](https://completeseo.com/_astro/leads-detail.D7q2e8bU.png)

Depending on the lead, you'll see the message, the form it came from, the source and medium, the campaign and keyword for ads, the page they landed on, the page they submitted from, and any tracking tags on the link. Calls add the caller, the number they called, the length, and whether it was answered. Local Services Ads calls can include a link to the recording that Google keeps.

:::note[Lead details include contact information]
Names, email addresses, and phone numbers show in full, so only give dashboard access to people who should see them.
:::

## Spam and duplicates

We screen website form leads for spam automatically, and calls flagged as spam by your call-tracking service stay out too. Spam and duplicates are left out of the list and every count. Our team can restore anything flagged by mistake, so if you think a real lead is missing, tell us.

## When it updates

Website forms and most calls appear within moments of coming in. Local Services Ads leads, Google Ads calls, and some call-tracking sources update once a day.

## Why this can differ from your CRM

Many CRMs count every new contact as a lead, including contacts added by hand or created from email conversations. The dashboard counts the people who reached you through the channels we track, without spam or duplicates, so the two numbers rarely match.