Overview

Overview shows all leads created during the dates you select along with their latest stage and value.

Because every lead stays grouped under the date it was created, updating an older lead updates that earlier period’s numbers. For example, if a lead arrives in August and books a job in September, marking it Converted adds to August’s Converted count and value. Correcting or reopening a lead updates past figures the same way.

Problems

A Problem is something broken or needing attention that you or NMC must fix, such as a Google connection that needs reconnecting or a webhook endpoint that keeps failing. NMC checks your business and account directly from current data, so each problem clears automatically as soon as it is fixed.

Each problem appears as a single banner line with a severity icon, a short title, a sentence explaining what is affected, and a link to the page where you fix it:

Level	Meaning
Error	Something has stopped working.
Warning	Something needs fixing soon.
Info	Worth knowing.

Following a problem link simply opens the relevant page; nothing changes until you click an action button there. Link labels name the page or action, such as Manage call asset, Add funds, or Reconnect. When only NMC can fix the problem, the link says Contact support.

Where problems appear

• Overview shows every problem on the business at the top of the page.
• Other pages show account-wide problems (such as plan or balance problems) and business-level Error banners at the top. On those pages, standard users only see account problems about tracking being paused or scheduled to pause.
• The page that fixes a problem shows the banner at the top without a link, since you are already on the right page. Billing works the same way.
• Table rows display a status line when opening that row’s page is where you fix the problem (for example, Warning · Call asset for (555) 010-0123 isn't live on a tracking source row in Tracking). If a row has multiple problems, it names the most serious one and adds the total count, such as · 3 problems.

On the page a problem links to, the action button tells you what it will do:

Button	What it does
Restore …	Puts back NMC settings that were changed inside Google Ads, such as Restore bidding on {Stage} leads, Restore conversion setup, or Restore call asset.
Try … again	Retries an NMC setup step that didn’t finish, such as Try conversion setup again, Try call asset again, or Try bidding change again.
Turn back on	Re-enables something NMC turned off automatically, such as auto-reload after a declined card or a webhook endpoint that asked NMC to stop sending.
Reconnect	Prompts you to sign in to Google again, or sign in with a Google user who has access to the connected account.

Before a business has any active tracking, Overview and Inbox show Nothing is tracked yet with an Add tracking button. Invited clients see “{Agency} is setting up tracking” instead. Once tracking is running, invited clients only see Tracking is paused (when tracking stops) or Calls may not connect (if NMC has a problem with the business’s tracking numbers); if the agency’s plan stops running, clients see that the business is unavailable. Your agency handles all other problems.

What overview shows

Section	What it measures
New leads	Leads created during the selected dates that match your active channel, source, and campaign filters, compared against the previous period when available. Closing a lead does not remove it from this count.
Qualified	Leads from that period that reached Qualified (including leads that later moved to Converted), along with their share of new leads. Corrections can change this count.
Converted	Leads from that period marked Converted, along with their share of new leads. Corrections can change this count.
Converted value	Total dollar value entered on those Converted leads, plus how many have a value entered (such as “7 of 9 valued”). Click “missing a value” to open the unvalued leads in the inbox. If none of the Converted leads have a value, the card shows "—". NMC does not import job values from accounting software.
New leads by day, week or month	A bar chart of new leads matching your active filters, adding up to New leads. Ranges up to 31 days show daily bars; up to 26 weeks show weekly bars starting Sunday; up to 12 months show monthly bars. Partial periods (including today so far) appear fainter, days with zero leads show a thin baseline, and days before the business was added to NMC (or before Google Ads results start when filtered to Google Ads) stay blank. Hover on desktop or tap and drag on mobile to inspect a bar’s dates and count. Hidden when there are no new leads, for single-day ranges, for ranges over 12 months, or when no full day has completed.
How leads arrived	How each lead first contacted you: call, form, text, or email. Follow-up activities on the same lead don’t add to this count.
Where leads came from	Each lead counted once by where it came from. With all channels selected, it shows one row per channel; with a single channel selected, it breaks down each source (such as google.com or Direct). Click a row to filter overview to it. Hidden once a source is selected, and hidden for Google Ads (which breaks down by campaign instead).
Why leads closed	Reasons chosen by people when closing leads. Leads closed automatically by Auto-update inactive leads are excluded.
Call status	How the lead-starting call ended, matching the call count in How leads arrived (follow-up calls on an existing lead aren’t counted here). Didn’t connect and both voicemail rows count as missed. Status unknown appears only if NMC never learned how a call ended, and counts as neither answered nor missed.
When calls were missed	Missed lead-starting calls out of total lead-starting calls by weekday and time of day in the business timezone: Morning (6am–noon), Afternoon (noon–6pm), Evening (6pm–midnight), plus Night (midnight–6am) whenever calls arrived overnight. All day and All days show row and column totals matching Call status. Hidden when there were no calls.
Google Ads	One row per campaign for your Google Ads date range with a Total row at the bottom: Leads, Qualified and Converted (with shares), Converted value, spend, cost per lead / Qualified / Converted, and ROAS. Shows the top 10 campaigns by spend; click any column header to sort, or click a campaign row to filter overview to it. Google Ads leads with no campaign recorded appear last under No campaign recorded without spend or cost columns, since their ad spend already sits inside the campaign rows.
Local Services Ads	A single summary row with the same columns as Google Ads for leads from Local Services Ads, starting from your Local Services Ads results start date. Shown when viewing all channels or Local Services Ads, and hidden when filtering by a specific source.

Date ranges and filters

Overview opens to Last 30 days, ending yesterday. All other preset ranges except Today (This week, This month, This year, Last 12 months, and rolling day ranges) also end yesterday, and weeks start on Sunday. To include today’s leads and calls, choose Today or pick a custom date range.

Choose Filter to narrow every card and table to one channel, source, or Google Ads campaign (or click a campaign row in the Google Ads table). The Filter button shows how many filters are active. Source appears once you pick a channel other than Google Ads and lists the sources seen during your selected dates. Every breakdown row shows its count and percentage of that card’s total.

All dates use the business timezone (which stays matched to your Google Ads account timezone while Google Ads is connected). When a comparison period is available, New leads, Qualified, Converted, and Converted value show the change from the prior period under the same filters:

• This week, This month, and This year compare against the same number of elapsed days in the previous week, month, or year.
• Last month compares against the month before it, and Last 12 months compares against the 12 months before that.
• Every other range compares against the immediately preceding stretch of the same length.

Comparisons are hidden when the date range includes today, or when the prior period starts before the business was added to NMC. When filtered to Google Ads, lead counts compare right away while spend and cost comparisons wait until the latest ad spend finishes importing. Converted value hides its percentage change if either period has no valued Converted leads. If your Google Ads results start date is later than the start of your selected range, the Google Ads section notes From {date}.

Google Ads money and results

Google Ads spend is the ad spend reported by your connected Google Ads account for those dates, excluding Local Services Ads. (Your NMC balance usage is separate and appears on Usage.) Cost metrics divide that Google Ads spend by NMC’s own Google Ads leads:

• Cost per lead divides spend by Google Ads New leads.
• Cost per Qualified and Cost per Converted divide spend by the Google Ads leads from that period that reached each stage.

Cost columns require complete daily spend data across the selected range and total spend above $0. When your date range includes today, spend and cost columns show "—" until completed daily figures arrive; if your Google Ads account had $0 spend over those dates, the table notes that and shows "—" for cost columns.

ROAS (return on ad spend) divides total Converted value by ad spend. Converted leads without a dollar value contribute $0 to that total, so leaving values blank makes ROAS look lower than it really is (and remember ROAS measures gross revenue against ad spend, not profit). If no Converted leads have a value entered, Converted value shows "—" (for example, “0 of 3 valued”) and ROAS shows "—"; if you had ad spend with zero Converted leads, ROAS shows 0.0×. When comparing multiple businesses, check their dates and currencies first: each business uses its own business currency and business timezone.

Local Services Ads money and results

Local Services Ads spend is what Google charged your Local Services Ads account. In NMC, Local Services Ads counts cover calls to your tracking number only; messages and direct bookings inside Google aren’t included, and credits Google later issues for disputed leads aren’t subtracted here. Cost columns and ROAS work the same way as they do for Google Ads.

Both leads and spend in this row begin on your Local Services Ads results start date. If that start date falls inside your selected range, the section displays From {date}; if your selected range ends before that start date, the row is hidden while the rest of Overview still shows your selected dates. Until a results start date is set, the row shows lead counts with "—" for spend and costs. Spend and costs also show "—" if your Local Services Ads account uses a different currency or timezone than the business, since Google reports daily spend in the ad account’s own calendar days and currency.

The agency Clients table and the weekly email digest include Google Ads spend only, not Local Services Ads spend.

Why NMC and Google counts differ

NMC and Google Ads won’t always show identical numbers:

• Some leads arrive without a Google click ID or contact details that Google can match to an ad.
• Google Ads attributes conversions to the date of the ad click by default, applies its own modeling and deduplication rules, and takes extra time to display newly uploaded conversions.
• NMC can upload a conversion for the same lead at New, Qualified, and Converted, so summing all three conversion actions in Google Ads counts a single progressed lead multiple times.

See Where a lead came from for a full breakdown of how NMC, Google Ads, and Google Analytics count differently. To check a specific lead, open its Google Ads conversions section, or read Upload rules to see what qualifies for upload.