I used it at a big retailer I work with. Right. Interesting that they had both universal analytics and... What

does it say? And a very big retailer, it's like a big supermarket chain. Yeah. They had both versions running as well, different things that it had. Different, different

situation. And the reason that they'd invested in Adobe was because they hit the usage limits on the free version of Google Analytics. Right. And when they looked at it, I think Adobe really ticked a lot of the boxes for their data analysts. Because all the data was very get-hatterable. Right. You know, they could data warehouse it and look at it from a billion different angles and build all sorts of interesting models. So they loved that. But that was where, as a marketer, I hated it. Because actually, I couldn't get to what I wanted. It actually reminds me of my initial experience for using a GA4, where the reports you want to start there, you have to get somebody to custom build them. And you can literally have anything you want almost. It's quite phenomenal. But essentially, it still works on exactly the same. Printables, yeah. I mean,

look, by the way, so then we're from Adobe Listening, always a big Adobe Analytics fan, get in contact. We're happy to hear that voice and have you on here and talk about it. Because it's just something I guess that we've had certain experiences of. So...

What is the main reason that someone would choose Adobe Analytics over GA4? What would one of the

biggest ones is that it's not Google. Yeah. And you own your data. Now, what Adobe are doing is they're providing you with the platform and the data. They're not using that data. It's not being... No, there's no question that Adobe are going to anonymize it and use it to enhance your competitors campaigns, for example. And I'm not suggesting that's necessarily what Google does. But there's always a question marking people's minds, I think, as well. You know, how much... If I'm an extremely huge international corporation, how much data do I want to make available to a big tech company like Google? Well, that's a consideration, right? Right. And the

other thing is that, for example, Adobe have got some great automation tools. So it makes sense if you're using all of that stuff, you might integrate this stuff together. It always used to be for me, like, you would use Adobe Analytics if you need to do more customization. If you have a really custom platform you wanted to integrate into, which GA4, you can do a lot of that stuff now. Is it free? Because some of the tools we've got here are up and forth. No, it's not. That's the thing as well. So it was a commercial thing used by large or inexpensive.