The purpose of the metric is to help the marketing team not to be deceived by the growth of website popularity, which may lead to non-susceptible financial changes. This way, the team will learn how they can efficiently track the number of site visits converted into leads. 

For example, the total website visitors is 100,000, and there is a total of 5,000 leads so that the conversion will be 5% conversion. In the event that the conversion ratio is less than 2 to 4%, the content strategy is considered working on attracting prospect clients or customers. 

Although the Website Traffic Lead Ratio is useful for keeping an eye on the site performance, still it is essential to monitor this metric using Web Traffic Sources Metric and Online Conversion Metric to take an immediate action when the metric is lower than the required ratio.