Lead (pronounced “leed”) is a marketing term described based on a connection made with a potential customer or client. The main goal of most online advertising is to generate leads, which can later generate sales or subscriptions for a company or organization.

The process of generating leads is called online lead generation on the Internet. These are done by running ads, for which services such as Google AdWords or Bing Ads or directly purchasing the advertising space is placed on other websites.

Advertisers can choose to run either CPC (cost per click) or CPA (cost per action) ads, in which both generate leads. While CPA and CPL (cost per lead) are often used interchangeably, CPL precisely measures lead generations, not aggregate clicks or sales.

A typical online lead is created when a user fills a form and submits it to a website. The number of fields depends on what type of lead it is.

For example, an automotive dealer website offers you an online form for interested buyers. In this form, you are asked to contact your name, email address, physical address, phone number, and at the right time.

Other forms are more basic, and they only capture an email address. These types of leads are often created when you sign up for a newsletter or download a software program.

In this, whatever information is captured in the lead is later used for marketing purposes.

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