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Lead Generation is ultimately what you are trying to accomplish when you optimize your website and use the various forms of internet advertising that there are available.

Each person that visits your site is a lead and you are trying to convert that lead into a paying customer either by purchasing your product or service or having them take a survey.

It is critical that you track all of the internet advertising that you use so you can shift the money from what does not work as well to what works better. If you have a haphazard approach to tracking your advertising then it will cost you money and you may not even know it. How would you unless you have the statistics to evaluate.

There are multiple pieces to the internet marketing puzzle and you need all of the pieces to fit together to make it work.