Yep.

And really quickly, just for those who don't know what UTM parameters are, give us a quick breakdown on UTM parameters, because I think that will become important later in the conversation. Yeah,

it's kind of an antiquated paradigm in technology at this point. But in short, query param, well, two things. So query param and a URL, you'll see after the question mark, you'll see key value pairs. So key is some sort of text and then an equal sign, and then you'll see more text and then possibly an ampersand. You'll see that over and over repeating. That's a query param. That gives you the ability to essentially add additional data and or metadata that modifies behavior of the experience the customer is seeing in a lot of cases or just tracks data. So UTM is Urchin Tracking Metrics, I think. I can't remember the M. But nonetheless, it's a company who kind of, I would say to a degree, was the initial starter of a lot of what we would say is modern analytics. So they were the company that developed what is Google Analytics. Google Analytics actually bought them, or Google bought them and turned it in Google analytics. So in short, there, there's a specific set of UTM crams. So UTM name for like the campaign or is it UTM campaign? There's a few of those and those are standard and those are used to track various, um, of a specific campaign. Yeah. So those ideally come in on every channel and every time a user comes from an external site or an external entity into your engagement

experience. I

say ideally because that doesn't always happen due to a myriad of reasons and yet another reason why this is challenging yeah i

think that's one of the fascinating things you know you i mean queer params are used for all sorts of things in software right i mean it can filter a list it can whatever right but it you know and i think actually when when urchin decided to use that back in the day as essentially a way to capture metadata about the source of where a user is coming from, it was a very elegant way to solve a pretty tricky problem in a ubiquitous manner. Then Google Analytics as a free tool gets worldwide mass adoption as the go-to way to track web analytics, which means UTMs, for better and now probably for worse, are cemented as a way. So you have five dimensions as key value pairs that drive marketing reporting for like most of the world.