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Website Traffic Leads Ratio

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To calculate the Website Traffic Lead Ratio, the number of website visitors is divided by the number of leads. Then, the answer is multiplied by 100.

What is a Website Traffic Leads Ratio

The Website Traffic Lead Ratio helps the marketing team on measuring how many of the site visitors are being converted into leads. 

Through this KPI metric, the team will have accurate data since it is useful for telling the quality of the website traffic. This metric is vital for many businesses because their websites serve as their primary business tools like SaaS or ecommerce. 

The Importance of Website Traffic Lead Ratio to the Marketing Team

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.


The variations of Website Traffic Lead Ratio include the number of leads and the total number of site visitors.

Target Audience

The target audience for this metric along with the roles who will use the metric goes to the marketing managers.

Digital Marketing KPI Examples