The Conversion World - Is That the Right Thing?

I think automotive is a great example. Like automotive manufacturers tend to try and push you down on this kind of booking a test drive route or downloading a brochure, because that's the only sort of direct response data thing that they've got to go on. So if you think about that in the conversion world, it's the same sort of thing. Like conversion is a little bit myopic in that sense that it's used because it's a neat piece of data. But then the problem is, well, what else do you use in that case? Now lifetime value is an is a notoriously difficult thing because the lifetime value can take a lifetime to actually be recorded. And so I don