Yeah, definitely. I think one of the main things I've learned from experiences with attribution is that it's really important to start basic and simple. And then try to evolve from there. Right. And it definitely been in companies where we've made that mistake before. And the example I like to give with that is that, you know, if you think about attribution, like, say, a vehicle, right, it's, it's really enticing to try to build that Ferrari of attribution systems. But a lot of times when you're just starting out, all you really need is a skateboard, right? It's something that's simple, and they get the gets the job done. And we've sort of made that mistake at some previous companies I've been at. You know, one example from a few years ago at ctq, was we tried to build a medium mix model, before, we had something much more basic in place. And we invested a lot of time and effort into that with our data science team, but was actually, you know, after all of that it was actually never used and never adopted. And I think there were a couple reasons for that, you know, the first was that, at the end of the day, the ultimate goal of attribution is to measure incrementality, right, or how much incremental revenue is being generated by your marketing efforts. And, of course, a complex, you know, media mix model, multi touch attribution model is intended to do that. But it's hard to do it right. It takes a lot of effort and takes a lot of time. And for us, we had built one that actually didn't serve that need a better your mentality as much as possible. And the other learning from that was that, you know, as much as it's important to build the right technology, it's also really important to bring a lot of the people and processes and culture along with it. Right. So as we were building it, I think we didn't do as good of a job of ensuring that all the different business stakeholders really understood it. And as a result, it's hard to trusted, right? Especially if it's telling you that, you know, different channels or strategies are less effective than you think. And so, from that particular example, we sort of went back to the drawing board started much simpler, and then from there over time, evolved it and built into something a lot more effective.