# Lead conversion rate

Understand how effectively your application converts visitors into leads.

> **Tracking required**
>
> Track the [Lead generated](/reference/event/types/engagement/lead-generated) event to feed data into this widget.

This chart displays the percentage of sessions in which users became leads during the selected period.

This metric helps you evaluate how well your pages, forms, and lead-generation touchpoints are performing. Whether you are optimizing a landing page, testing different CTAs, or running marketing campaigns, this chart gives you clear visibility into conversion efficiency across your application.

## Metrics

![Lead conversion rate widget](/assets/reference/analytics/application/lead-conversion-rate.png)

The chart includes:

1. **Lead conversion rate**\
   The percentage of sessions that resulted in a lead.
2. **Lead conversion rate over time**\
   A trend chart showing how the conversion rate evolved over time.

> **Question: What does the comparison over the last period mean?**
>
> It represents the growth or decline of the metric compared to the previous period.
>
> The *last period* refers to the date filter you selected. For example, if the filter is set to the **last 7 days**, the *last period* will be the **7 days immediately before that range**.

## Interpretation

Imagine that, during the selected period, your application had 5,000 sessions in total. Out of those, users in 150 sessions submitted a form or completed another lead-generating action. This means your lead conversion rate is 150 divided by 5,000, resulting in a 3% lead conversion rate.

We calculate this metric using the formula:

```math
Lead \space conversion \space rate = \frac{total \space leads}{total \space sessions}
```

### What the number tells you

Here are some common insights you can get from this widget:

- A rising lead conversion rate typically indicates improvements in messaging, form usability, content relevance, or traffic quality.
- A declining rate may suggest friction in your forms, changes in user intent, technical issues, or lower-quality traffic entering your site.
- Comparing conversion rates before and after changes (such as experiments, UX updates, or marketing campaigns) helps you measure real impact on lead generation.

## Explore

- [Events](/reference/event/overview#event-types): Learn how to track user events for analytics and personalization.
- [Audiences](/explanation/audience): Understand how to delivery content to specific groups of users.