Visitor-to-Lead Rate
Visitor-to-Lead Rate: Percentage of website visitors who become leads.
Formula
Visitor-to-Lead = Leads captured / Visitors × 100Computable definition
The canonical formula in the GASP formula grammar. The MCP server compiles it to SQL over the datasets listed below.
metric.leads / metric.visitorsUnit: percent (the formula yields an unscaled ratio)
Data requirements
Grain: Daily aggregate · Frequency: Daily · Aggregation: aggregate (day) · Staged: no · Main source: CRM.
| Field | Dataset | Type |
|---|---|---|
lead_created_date | lead | date |
lead_id | lead | string |
period_start | web_traffic | date |
snapshot_date | lead | date |
unique_visitors | web_traffic | integer |
Example SQL (Postgres)
SELECT (CAST(((SELECT COUNT(DISTINCT lead_id) FROM lead WHERE snapshot_date = :period_end AND (lead_created_date >= :period_start AND lead_created_date <= :period_end))) AS DOUBLE PRECISION) / NULLIF(((SELECT COALESCE(SUM(unique_visitors), 0) FROM web_traffic WHERE period_start >= :period_start AND period_start <= :period_end)), 0)) AS visitor_to_lead_rate From an agent: with the GASP MCP server, call
lookup_metric({ "name": "Visitor-to-Lead Rate" }) or generate_query({ "metric": "Visitor-to-Lead Rate", "adapter": "<your adapter JSON>" }).
Benchmarks
- Below 2%: Below average, optimize capture
- 2-3%: Average for B2B websites
- 3-7%: Good (majority of SaaS market)
- 7-12%: Excellent / top performers
What It Tells You
Website and content effectiveness at capturing interest.