# LSA Tracker in the dashboard

> Your Google Local Services Ads leads, spend, cost per lead, spend by city, and verification documents, and how to read each one.

Source: https://completeseo.com/docs/dashboard/lsa-tracker/

LSA Tracker follows your Google Local Services Ads, the pay-per-lead ads at the top of Google search for local services. It shows the leads they brought in, what they cost, where the money went by city, and the documents Google has on file for your business.

Pick the last 30 or 90 days at the top right. Every number is compared with the same length of time just before it.

## Leads

![Tiles for leads, charged leads, cost per lead, calls, and messages, each with a change and a small trend line](https://completeseo.com/_astro/lsa-tiles.d22_KYn0.png)

| Tile | Counts |
| --- | --- |
| Leads | Every Local Services Ads lead: calls, messages, and bookings |
| Charged | Leads Google charged you for. Hover over its ⓘ for the share of all leads |
| Cost / lead | Your Local Services Ads spend divided by charged leads. The small line is daily spend |
| Calls | Phone leads |
| Messages | Message leads |

Bookings count in Leads but don't have a tile of their own, so Calls and Messages can add up to less than Leads. For Cost / lead, a drop shows in green, because lower is better.

:::note[Cost per lead is an average]
Google doesn't share the price of each lead, so Cost / lead is your total spend divided by the leads Google charged for. Some leads cost more than that and some less.
:::

## Spend by city

Where your ad spend went, by the city the searcher was in or searching about, with the earlier period's spend under each amount. It shows the top 5 cities, and the button at the bottom opens the rest.

![A table of Local Services Ads spend by city with each city's share and impressions](https://completeseo.com/_astro/lsa-geo.D-RBVu6B.png)

## Recent leads

Your latest leads, up to 50, with the service each one asked about, how long a call lasted (or "Message"), a link to Google's recording when there is one, and whether Google charged for it.

![A table of recent Local Services Ads leads with service, duration, charged status, and contact name](https://completeseo.com/_astro/lsa-recent.DmAwOQNe.png)

The line at the top right counts the charged leads and how many calls lasted 30 seconds or more, a quick read on whether the leads were real conversations.

A lead's charged status can change after it arrives, for example when Google credits a lead back to you. The dashboard picks that up the next morning.

## Verification

The documents Google holds for your Local Services Ads listing, such as your license, insurance, and background check, with their status and expiration dates. A warning appears at the top right when a document is close to expiring or needs attention, so it can be renewed in time.

![A table of verification documents with status, expiration, submission date, and details](https://completeseo.com/_astro/lsa-verification.DtBNw1Mf.png)

## When it updates

Leads, spend by city, and verification update each morning Central time. Cost / lead asks Google for your current spend each time you open the page.

## Why this can differ from Google's dashboard

Google's Local Services Ads dashboard uses calendar dates, while this section counts back from today, so the edges of a period can differ by a day. Leads arrive once a day here, so a lead from this morning may show in Google's dashboard first.