By channel
Which channels turn visits into leads.
Leads divided by sessions, with sessions grouped the way UTM Grabber groups leads.
Northwind DentalTraffic that never convertsSeptember 2026
- UTM Grabber1,120 leads
- Google Analytics 440,822 sessions
- Sample datafictional business
2 busy pages drew 4,928 sessions and 0 leads.
Site-wide, 2.7% of 40,822 sessions became a lead. Google Ads turns 7.8% of visits into leads; Direct 1.0%.
northwinddental.comGravity Forms30 days
40,822
Sessions+12%
1,120
Leads+12%
2.7%
Lead rate
4,928
Sessions on leaking pages
57%
Engaged sessions
By channel
Sessions and leads by source
| Source / medium | Channel | Sessions | Leads | Lead rate | Status |
|---|---|---|---|---|---|
| (direct) / (none) | Direct | 85 | 1.0% | Leaks | |
| google / organic | Organic | 128 | 1.8% | Below average | |
| facebook / paid_social | Meta Ads | 155 | 2.4% | Below average | |
| google / cpc | Google Ads | 415 | 7.8% | Above average | |
| instagram / paid_social | Meta Ads | 132 | 2.6% | Below average | |
| tiktok / organic | Social | 20 | 1.1% | Leaks | |
| chatgpt.com / (not set) | Organic | 33 | 2.7% | Below average | |
| newsletter / email | Referral | 45 | 4.7% | Above average | |
| facebook / social | Social | 10 | 1.1% | Leaks | |
| instagram / social | Social | 8 | 1.1% | Leaks | |
| bing / organic | Organic | 15 | 2.2% | Below average | |
| perplexity.ai / referral | Organic | 10 | 2.3% | Below average |
Top 12 of 19 source / medium pairs by sessions. Above average means at or above the site-wide 2.7%.
Landing pages
Pages that get visits but no leads.
Each page's sessions in Google Analytics next to the leads whose visit started there. Bubble size is sessions.
Sessions vs lead rate by page
- Site pages
- Blog and guides
- Not lead pages
Show the numbers
| Item | Sessions | Lead rate |
|---|---|---|
| / | 7,544 | 3.5% |
| /new-patient-special | 5,647 | 1.7% |
| /new-patients | 4,679 | 4.2% |
| /invisalign-consult | 3,466 | 2.9% |
| /blog/how-long-does-teeth-whi… | 3,303 | 0% |
| /careers | 2,338 | 0% |
| /whitening-offer | 2,338 | 2.1% |
| /emergency-dentist | 2,276 | 6.7% |
| /book-appointment | 2,214 | 1.9% |
| /invisalign | 1,728 | 4.6% |
| /blog/chipped-tooth-what-to-do | 1,625 | 0% |
| /dental-implants | 1,511 | 4% |
| /teeth-whitening | 1,271 | 3.5% |
| /insurance | 882 | 4.1% |
Landing pages
Traffic that never converts
| Landing page | Sessions | Leads | Lead rate | Engaged | Fix |
|---|---|---|---|---|---|
| /blog/how-long-does-teeth-whitening-last | 0 | 0.0% | 52% | Add a call to action | |
| /careers | 0 | 0.0% | 74% | Not a lead page | |
| /blog/chipped-tooth-what-to-do | 0 | 0.0% | 53% | Add a call to action |
Pages with 408 or more sessions and under half your site-wide lead rate (2.7%). A page leaks below 0.7%.
Next steps
What to do next.
This week
Add a call to action to /blog/how-long-does-teeth-whitening-last
It drew 3,303 sessions (8% of all) and 0 leads. Put a short form or a clear next step near the top, and link to your best-converting page.
This month
Do the same on /blog/chipped-tooth-what-to-do
1,625 sessions, 0 leads.
This month
Send more traffic to /emergency-dentist
It turns 6.7% of visits into leads, 2.5 times your site average, but gets 2,276 sessions, fewer than most of your top pages. Point ads and internal links at it.
How we built this report
- Sessions: 40,822 from Google Analytics 4, September 2026, by session source / medium and landing page.
- Leads: 1,120 from UTM Grabber, matched by the same source / medium. 989 carried UTM tags; 46 without tags were placed by click ID, search engine or referring site, as analytics does; 85 count as direct.
- A lead's page is where the visit that ended in the form began. A page leaks when it has 408 or more sessions and a lead rate under 0.7%, a quarter of your site-wide 2.7%.
- Careers, legal, login, cart and thank-you pages are shown but never counted as leaks.
- Changes compare September 2026 with August.