To find the value of \( r \) in the ratio \( 4:r \) that is equivalent to the ratio \( 12:9 \), we can set up a proportion:
\[ \frac{12}{9} = \frac{4}{r} \]
Now, cross-multiply to solve for \( r \):
\[ 12r = 4 \times 9 \]
Calculating the right side:
\[ 12r = 36 \]
Now divide both sides by 12 to find \( r \):
\[ r = \frac{36}{12} = 3 \]
Thus, the equivalent ratio is:
\[ 4:3 \]
So, the final answer is:
\[ \text{4:3} \]