 Being in the B2B space, ROI can feel really tricky. And I don't have to tell manufacturers how difficult it is to report on that final sale after the last mile. So we report on ROI based on frankly what matters to that individual manufacturer. So of course, obviously lots of manufacturers and more and more have an e-commerce platform. So in that instance, we are reporting on direct closed sales through their e-commerce platforms. But for others, what truly matters is those really qualified lead conversations, being able to talk to architects from the top 50 firms, a builder from the top 10 building companies in the United States. What matters to you is what we want to report on. If you think the most valuable thing that can happen is somebody requests a sample or you get to have a lunch and learn with 15 architecture firms in a quarter, that's something that we want to be able to track and report on. Because you know if you have 15 lunch and learns that that's gonna lead to five projects, that's incredible ROI for the efforts that you're putting in. One of the highlights of my job is getting to do monthly reporting for our clients, which sounds really nerdy, but I think everyone at Vmbio, in order to work here, you have to be a little bit of a data nerd. And we all get really excited around reporting time because we get to show our clients. It's like show and tell. We get to go show our clients all the great things that we did for them that month. We get to talk about pivots. Maybe we aren't hitting a specific KPI and we talk about pivots and new things that we're gonna do so that we work towards hitting that KPI the following month. Or we all celebrate together because something is on the right track and we made a right decision and we're gonna keep going down that path. The beauty of digital marketing is that we can track all the efforts that are taking place. With Vmbio, we are a results driven agency. So we're really looking and we wanna hold ourselves accountable to the data set and the results that we have. And I think any company should leverage the data that they have available to really make sure that the results that they're seeing are in alignment with company objectives. We have a saying here. If it can't be measured, you probably shouldn't do it. And we take that saying into every new initiative or project that we undertake. Before we start anything, we'll sit down, we'll define what success looks like, we'll try to assign a number to that and then we'll drive towards that metric over the life of the project.