What's the Probability of Incrementality?

A lot of the attribution is very non incremental. If you're saying anybody who received a text message from you or an email with you in the last seven days, your clavio and attentive or post script for every year is a claim in credit. So it doesn't, it's very hard to look at,. if you're comparing, right, email versus email, there are so many random factors that that can occur That's why we use Google Analytics last click. And that allows us to compare very conservatively. I think more brands should be thinking about that between it.