# Lead conversion rate

Understand how effectively each variant 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 that became leads among users impacted by each variant in your experiment.

Unlike sitewide conversion metrics, this widget isolates the impact of the variations you are testing, giving you a clear signal of which version performs better at motivating users to submit a form or complete another lead-generating action.

## Metrics

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

The chart includes:

1. **Lead conversion rate**\
   The percentage of sessions impacted by your experiment that generated a lead.
2. **Lead conversion rate per variant**\
   The percentage of sessions that resulted in a lead by each variant in your experiment.

> **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 one variant of your experiment reached 1000 sessions during it. 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 1000, resulting in a 15% 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:

- An increasing conversion rate for a given variant suggests that its content, message, or UX approach is more aligned with the user's intent and is more effective at driving lead actions.
- A decreasing or consistently lower conversion rate may indicate friction or a mismatch in that variant, suggesting an opportunity to refine the idea or explore alternative hypotheses.
- A stable lead conversion rate across variants shows that while the user experience changes, user behavior remains consistent.

## 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.