<aside> ℹ️ Simply put, leads in digital marketing are users who have engaged with your brand or have the potential to become future customers within your marketing reach. It's basically an action made by a visitor, such as registration on the website, signing up for a newsletter, or something else. This action is defined by the merchant, and while "Lead" is a general term, it might be referred to differently across industries: as "Visitor," "Player," "Customer," "Client," or "Event."

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In the gambling industry, the term "Player" is prevalent; the crypto industry often uses "Lead/Depositor"; e-commerce businesses typically refer to a "Buyer"; many IT companies use "Customer". Each company, even if they use "Leads" as a comprehensive term, has its own distinct interpretation of what a "Lead" represents. How can we define a "Lead" in AIO? We can use two terms: "Visit Profile" and "Workflow.” In AIO we use the term "Visit" in a different way from other companies, who incorporate it into the click/impression/lead/conversion cycle. Instead, we use it to refer to a more general occurrence.