Lead-to-Traffic Ratio (LTR)
Lead-to-Traffic Ratio, or LTR, measures what share of your website sessions turn into captured leads.
Divide captured leads by sessions, times 100. That is LTR: is your traffic worth anything? It matters because traffic is the easiest number to inflate and celebrate. Sessions climbing while LTR falls means busier, not better.
Signal Type
Metric Role
Metric Type
The Formula
Worked example
Benchmarks and interpretation
Where the number actually comes from
When to use it
Common Mistakes
In the REACT framework
LTR sits in the Act phase but its real subject is traffic quality. Split it by source and it maps which channels send buyers and which send tourists. Let that steer budget, not raw traffic.
Related metrics
Frequently Asked Questions
What is Lead-to-Traffic Ratio?
Lead-to-Traffic Ratio, or LTR, measures what share of your website sessions turn into captured leads. It tests whether your traffic is worth anything before you buy more of it.
How do you calculate Lead-to-Traffic Ratio?
Use the formula: Lead-to-Traffic Ratio = (Total Form Leads Captured ÷ Total Website Sessions) × 100. Keep both inputs in the same reporting period and avoid mixing users, sessions, events, or customers unless the formula calls for it.
What data do you need for LTR?
You need total website sessions and leads captured, pulled from the relevant connected sources and computed for the same period.
What mistakes should you avoid with LTR?
Do not judge LTR blended when channels differ wildly, and do not raise it artificially with low-threshold forms that fill the pipeline with names instead of intent.
When should marketers use LTR?
Use LTR by channel when steering demand generation budget. It shows which sources send buyers and which send tourists, which is the decision raw traffic numbers cannot make.
What is a good LTR?
Good varies by offer and audience, so your own channel-level history is the benchmark. Rising sessions with falling LTR is the warning pattern: busier, not better.
Sources and methodology. LTR formula and definition derive from standard marketing analytics practice and platform reporting conventions. REACTIQ360 harmonises source data from GA4 / web analytics, Tag manager and site events, Harmonisation layer and applies a consistent same-period computation methodology.
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