How to Read Your Google Local Services Ads Report
The Google Local Services Ads (LSA) report in Marketing 360® shows key ad performance data from any and all connected LSA accounts. The report has three main elements: Responsiveness, Leads, and Reviews. Read more to learn how to best utilize this report.
How to view the LSA report
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Navigate to your report by going to the Ads app, and clicking on Google Local Service Ads on the app’s navigation menu.
- If you have connected multiple LSA accounts, use the Filter to select which location’s data you want to see. If no location is selected, all of your locations’ data will appear in the report.
- Filter data by a specified date range using the date picker to set a start and end date. You can choose a custom date range, or use one of the preset date ranges (last week, last 2 weeks, last 30 days, etc).
Report Metrics
Responsiveness Rating
On the left side of the report, you will see your Responsiveness Rating. Based on the last 90 days, this metric is calculated based on a variety of factors, including calls received vs. answered, calls longer than 30 seconds, what leads were charged for a service, and more. In general, a higher responsiveness rating will result in more consistent lead flow. *This number is not affected by changing the date range of the report, and when more than one location is selected in the filters this is represented as an average of all selected locations. 
To improve your Responsiveness Rating, consistently answer incoming call leads or setup an automated answering service to help route prospective customers to the desired person or department. Only calls lasting 30 seconds or more are considered as part of this metric.
Leads, Responsiveness and Reviews Overview Graph
To the right side of the report, you will see a graph to help evaluate trends and day by day breakdowns. The primary performance indicators fall within the following metrics:
- Leads: Total number of leads generated within the given timeframe and across all selected locations.
- Responsiveness: This Responsiveness metric is calculated by looking at the number of LSA calls received vs answered, and shows the total average responsiveness across all selected locations within the selected timeframe.
- Days without any Leads will show no responsiveness data, as opposed to a 0% responsiveness on correlating dates. The highest responsiveness is 100%, indicating all calls were answered.
- Days without any Leads will show no responsiveness data, as opposed to a 0% responsiveness on correlating dates. The highest responsiveness is 100%, indicating all calls were answered.
- Reviews: Shows total reviews by your Local Services customers in a given timeframe. Upon initial report creation all previous reviews will appear to have been left on the same day (the day the account was connected to the report). From this day onward, reviews will come in on a day to day basis.
Click on a specific metric to view it in the graph for trend analysis and day by day breakdowns.
Note: You may notice gaps in your data in the Leads and Responsiveness reports on days where you did not receive any leads. These gaps will not negatively affect your Responsiveness Score Rating - there is simply no lead data to show for that day. 
Reviews
On the bottom left side of the report is the reviews breakdown. This includes the total number of reviews currently available on LSA locations, plus the average star rating. Continuous review collection is critical to success in the LSA program. Recent reviews count in the last 30 days is also displayed. This section shows all-time review data, and the number of reviews is not affected by changing the date range of the report.
*A note on how we gather review data: Upon initial report creation all previous reviews will appear to have been left on the same day (the day the account was connected). From this day onward, reviews will come in on a day to day basis, and the “Recent Reviews within the last 30 Days” reporting will be more accurate.
Leads Breakdown
On the bottom right side of the report is the Leads Breakdown. This breakdown shows the following metrics:
- The number of phone call leads you’ve received within the selected date range.
- The number of message leads you’ve received within the selected date range.
- Your total spend on your LSA account within the selected date range.
Have more questions about your Google LSA report, or want to learn more about LSA? Submit a support request to reach out to our team today.
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