This should do the trick, or get you going in the right direction.
You're looking for the Table.Group function aka Transform->Group By in the GUI. Detailed info here: https://msdn.microsoft.com/en-us/library/mt260774.aspx .
let
Source = Excel.CurrentWorkbook(){[Name="Table1"]}[Content],
#"Changed Type" = Table.TransformColumnTypes(Source,{{"Country", type text}, {"Leads", Int64.Type}, {"Contacted", Int64.Type}, {"User", type text}}),
#"Grouped Rows" = Table.Group(#"Changed Type", {"Country"}, {{"Leads_Total", each List.Sum([Leads]), type number}, {"Contacted_Total", each List.Sum([Contacted]), type number}}),
#"Added Custom" = Table.AddColumn(#"Grouped Rows", "Percent", each [Contacted_Total]/[Leads_Total]),
#"Removed Columns" = Table.RemoveColumns(#"Added Custom",{"Leads_Total", "Contacted_Total"}),
#"Renamed Columns" = Table.RenameColumns(#"Removed Columns",{{"Country", "Country2"}}),
#"Result" = Table.Join( Source , "Country" , #"Renamed Columns" , "Country2" , JoinKind.LeftOuter ),
#"Removed Columns1" = Table.RemoveColumns(Result,{"Country2"})
in
#"Removed Columns1"
Hope it helps.