Glossary · Leads and conversion
Lead generation
The coordinated process of attracting, informing, capturing, routing, and following up with potential customers.
Also called: lead path, lead paths
Definition
Lead generation joins discovery channels, useful pages, offers, calls to action, forms or calls, tracking, routing, response, and qualification. The website is one component of the complete path.
Why it matters
Improving only traffic or visual design cannot repair a lead path that loses inquiries during capture, routing, or follow-up.
Common misunderstanding
Lead generation is not synonymous with buying a list, running ads, or adding a contact form.
Related terms
Related system family: Measurement & Search Signals
Last reviewed July 16, 2026