If Google Ads reports fewer GLSA leads but the business receives the same number of calls, the difference may come from how calls are classified, attributed, or counted in reporting. Not every incoming business call is necessarily a billable GLSA lead.
Under the October 2026 GLSA setup, compare Google Ads lead records with the business phone system’s call logs. Check call timestamps, duration, answer status, caller details, lead type, and billing status. Also look for repeat calls, direct calls that did not originate from an ad, and differences in reporting time zones.
If the discrepancy continues, reconcile individual calls rather than comparing totals alone. Match records by timestamp and caller number where available, then investigate calls that appear in the phone system but not in Google Ads. This helps determine whether the issue is attribution, lead eligibility, reporting delay, or a potential billing discrepancy.
