Lead generation is the practice of identifying and attracting potential customers for a business, with the goal of converting them into leads or sales. In the context of lead generation, the customer journey typically begins when a potential customer becomes aware of a product or service through marketing efforts such as display advertising, social media campaigns, or search engine results. A customer may then visit the company's website to learn more about the product or service and potentially request more information or sign up for a newsletter. Lead generation is an important part of a business's marketing and sales strategy, as it helps to identify and engage potential customers, and to build a pipeline of qualified leads that can be nurtured and converted into customers. Lead generation is typically measured in terms of the number and quality of leads generated, and can be optimized through a variety of tactics, such as targeted advertising, A/B testing, or landing page optimization.