 Welcome, everyone. I'm Rick Richards. I'm analyst here with Parsons TKO. If you haven't been to one of these before, just a quick intro from our end, we're a strategic consulting firm with a diverse team of digital transformation experts. We're very passionate about collaboratively creating change with you from within your organizations. Above all, we want to make sure that you and your teams are getting the most from your critical investments in in all the systems and platforms that you use and spend time maintaining and spend money maintaining and and trying to drive that change throughout your organization, making better data driven decisions. Today, we want to talk specifically about one platform, which is universal analytics and the upcoming change to GA for Google Analytics 4. We'll chat a little bit about that in just a moment. But before I do, I'm going to do a quick introduction for our panelists here today. I'm joined by Marty Shell and Justin Wayman. Marty, do you want to go first and just do a quick introduction for yourself. I'm Marty Shell from Urban Land Institute, ULI. I'm director of digital marketing there. Basically take care of the hundred plus websites at ULI and also manage the analytics for our company. And on Google Analytics for about 13 years and then just started the transition to GA. Justin. I'm Justin Wayman. I'm senior digital product manager at Shara Strength, we're a national organization dedicated to ending hunger and its root causes were most well known for a no good hungry campaign. I Marty's got me beat. I've only, we've only only got about 50 websites that we oversee here. But they're very diverse and all have different analytics and data requirements. So excited to talk about the GA for transition for us and how it's worked. Yeah. And thank you so much to both of you for joining us today. There's a lot you can share that will be very enlightening and hopefully helpful to our participants today. Whether it's whether they're managing one website or 150. There are challenges and opportunities with Google Analytics for making the move off of universal analytics so let's just take a moment in case in case you're saying wait what is what's happening with GA for what is what is universal analytics is is my someone moving my cheese. The answer is yes Google is moving your cheese on July 1st of this year. This will bring an official end to Google Universal Analytics, which is probably just what you've called Google Analytics. And it has been going it will have been going for I think 10 years more than 10 years at that point. And it's very standard really for freely available website performance metrics so pretty much anyone and everyone had this running even if they had some other analytics running alongside it. GA for is going to replace it is in the process of replacing it. It's been running for several years now, but it changes sometimes on a daily or weekly basis and very much still in flux as you'll probably hear from Justin and Marty. I think I've already started using it a little bit. But so all of that means, you know, this is where we get our stormy seas metaphor. This is not a calm move to a new version of universe of you have Google Analytics. This is very much some really rough and choppy waters. And as we have been saying now for several months, you must act now, you want to avoid data loss and reporting discrepancies that could confuse and just derail your teams, your board and your constituents. And this is just to give you a quick sense of, you know, some of that some of that change. There's no use on the litics, organize around properties and views. There's a multitude of default reports that are available and ready to go when you kind of dive into the platform, GA for on the other hand. There's one property, there's no views. If you change anything it's altered across the board for everyone at your organization so very dangerous to just go in and start applying filters. And there's minimal default reports at this time. I'm sure that Google will be adding those in the years to come but as of right now you're you've got to know everything yourself and you see one of the highlights here data is more locked in but shorter lived. So it's a little bit harder to get out and also it doesn't stay around as long in the system. And then we've got, there's less reliance on customizations there's maybe some new features there in GA for already ready out of the box. But in order to get the most value out of it and do a lot of your kind of external reporting if you use data studio you might know, have some familiarity there. Google's big query is a separate product and has very much not free. For the most part, is now pretty much required we used to say it's almost required and now I think we can say it just it just is it is required if you want to get any additional data out of the system and do any sort of anything beyond just some some default reporting within GA for So, what impact are we thinking in terms of metrics, there's going to be new metrics, they're going to be calculated differently, if they did stick around strategies might have to change because of that conversations internally might have to change because of that knowledge is going to be a huge one before if you hired a person and they work with analytics before they probably had worked with Google analytics. And that's not the case anymore with the for it's still very new. There's still very limited knowledge about it, especially as changes keep rolling out almost becomes a full time or part time job just to keep up with all of the changes that Google is making budget is going to have to change because you're going to have to have room for training people to use that platform since the knowledge isn't already built in building out the reports, and especially any reports that you've used before that use custom data. And even exporting the data is going to require a lot more, a lot more work and possibly budget for data storage. And performance is also a big one that we'll chat a little bit about today, because it's very difficult to compare to past impact of your work when all of the data vanishes, six months after July 1. Google is a little cagey right now actually they their website says, you'll definitely get six months, but we haven't decided on a date yet. So, you know, we'd like to tell people to prepare for the worst and just kind of get as much ready and off of that platform by July 1 as possible. And I think part of the key is these possibilities is that, you know, like I said, there's a lot of challenges here but also a lot of opportunities, because the platform GA for is only one piece of the much larger puzzle. It's going to change your data. This is, you know, an update to Google Analytics at the minimum but really it's so much more it's a paradigm shift. So what teams work with and access that data, what data they're going to have available, and it'll, it'll affect your strategy, your digital strategy, your engagement strategy across all of your teams. And it's really a great opportunity to start talking about a broader data strategy level. So, with that in mind, I want to turn to our panelists and and let them speak. So, you know, first and foremost, Justin, can you let us know how the migration has been going for you. Yeah, sure. So our, as I mentioned, our organization is, we've got a large number of websites and web products that are managed by different teams with different goals different audiences. So, as we were told that we were going to need to make the change from from universal to GA for we immediately got a group of stakeholders together to talk about what data is important what what this is going to mean for them. And I did a one of the automatic conversions in Google's back end where you know just upgrade this property GA for with one of our properties and very quickly realize that I was going to need some expert help. And so, luckily we had an ongoing relationship with the folks at Parsons. And it was a smooth transition into the conversation of okay what does this mean for us. And as that has gone on over the last I'd say five or six months. We've had lots of conversations with our internal stakeholders just getting to know what type of data is important to them what are they going to want to see moving forward if they've got reports that they want to maintain. How do we make sure that those get carried over. If not, how do we custom create reports so that it's something that's simple for our stakeholders to use. So, we're nearing the end of the development phase and we're about to sort of get into the training elements and areas. It's been tricky from the standpoint of the stakeholders are very diverse and and what different things so making sure that the right fit is in place for each of those different groups requires a lot of time and effort, mainly on the Parsons side in this engagement for us, but also just internally making sure that everybody's aware of what's going on and and so that when that switch does flip in July, you know, will everybody will be prepared for it. So it's, I would say it's been, it hasn't been a smooth process. Not for any of our own reasons or you know just because of the force change and Google sort of as Rick alluded to being a little wishy-washy on on what GA4 is going to be. But I think as we come in for a landing, we're really excited to get trained up on GA4 making sure that everybody on our team is empowered to pull reports set up custom tracking on their own. And yeah, I think we're excited, a little little cautiously optimistic about it but we're ending up in a good place and we're asking the right questions I think. Excellent thank you and yeah, you touched on a little bit this aspect of kind of technical that coming up in conversations where I think folks are starting to realize you know oh wait am I is that going away am I not going to have access to that or we had this all this time I didn't even know it was there. How do I see it before it goes away. So Marty I wanted to ask you also about how the migration has been going on your end I think a little bit further along in terms of some of your teams are already using GA4 and starting to get used to the data that way. We. I like Justin I had transitioned over to GA4, I think about eight months before Google announced that they were shutting down. Universal analytics. It wasn't a full build out of GA4 we didn't have any of our custom dimensions in there, but it was at least not to start looking at things. It's not gone on and made changes. It's been exciting to have access to those more advanced reports like the, the final report and the partner reports that are a little more advanced. So it's an opportunity to give my team's access to those and take advantage of them. And that that's where we've leaned in on that. And then as far as how the transition has been going it was a surprise to everybody in March back last year when they announced. Definitely not something we were planning for, and it gave the company sort of a pause of where do we want to go. I, while I had moved over to GA4 there was no commitment to at that point. As far as an organization gone, we were comfortable with the data we were collecting and wanted to make sure that we looked at the whole landscape of what was available out there before we decided that GA4 was where mostly everyone was going to stay be so we wanted to be where all the knowledge base was going to grow over the years. We figured GA4 was where most people would stay and went to our decision to go. Thank you. And I wanted to note a couple of folks have mentioned Marty they're having a little trouble hearing you. It does seem like you might cut out a little bit if either move closer or talk a little louder. Because you're saying some really important things, in particular that you know getting teams into the state and now and getting them used to the very big shifts. Now is is crucial for when there's a sudden drop until I first and universal analytics isn't there if you have questions or you have you see discrepancies. There's no time to start understanding those and especially you know if there's any marketing campaigns there's any outreach campaigns that you're trying to measure through the summer if you start on June. It's probably recommended that you start with GA4 with another new platform that's what's going to come out because otherwise you're going to have a sudden mess of shift in your metrics and it's not going to be obvious if that's an issue or if it's an issue and how the platforms are collecting data. Let's see. So, yeah, I wanted to chat a little bit more about, you know, some of those challenges that you all are, that you all are finding. And Justin, do you can you talk a little bit about the challenges you're experiencing and during this migration. Yeah, I think the challenges that that we've faced have mostly been internal and and figuring out the needs of a large group of people looking for different things. I think by being forced into this change it's given us an opportunity to bring a lot of different people to the table internally to either open their eyes about what is possible from data, or to allow them to express their frustrations about what we haven't been able to get so far. So, I think it's been, you know, I say it's a challenge and that's mainly just an effort standpoint getting lots of different people together and synthesizing all that information but I think it's ultimately been a net positive for the organization because we do have large numbers of people who hadn't thought about web data before and what it can do for them. And I think that sort of a challenge for me personally has been communicating out, you know, new nomenclature and and what the GA for the new environments going to be like just without any without having been into the fully set up environment that we're creating yet. It's a little difficult for me to communicate outwards. So I would say, you know, to anybody who's going through this to make sure that you're opening up lines of communication between either your, your, your vendor experts who are helping, helping you or making sure that there are multiple people in conversations about what does this term mean, what what will what will this metric look like in the new GA for how can we get at this data that isn't served to us by default anymore. You know to reassure people that they're still going to be able to get the metrics they're looking for so I think the challenges were were more communications and strategy based internally. Built around, you know, the obvious challenges that come in with learning new technology and nomenclatures. Yeah, I think we're seeing that almost across the board Billy that this is, you know, and I think I said it earlier to this is so much more than just a new version of Google Analytics it's really changing everything to the level where these conversations have to change and a lot of assumptions that maybe got built up over years of different data collection different views different ways of slicing dicing the data have to be almost completely reexamined, because Google is just going to point the rug out from everyone with this change. And Marty I wanted to ask you in particular because I know one of the challenges that you have been looking at with your team is the notion of data retention. And one of one of the attendees here has asked a question about why Google moved to to GA for, and I think that is an enlarge part, because Universal Analytics was data kind of lasted forever. I think you caught one thing where they tried to take some of that data away from Universal Analytics. One of the big things we're seeing with J for is it's much more restricted in terms of how long date the last you do have to export it and possibly even pay to export it via BigQuery, if you want to save it, because Google is still being sued over and over again in throughout Europe, because of GDPR violations. And they're trying desperately to say like how can we collect data that's useful to you, but also not hold on to it long enough where we're responsible for monitoring it and storing it and, you know, dealing with those laws. So a lot of the changes and even the move to GA for entirely was was fueled by those privacy concerns. To some of the challenges you've you faced and what you've overcome with data retention, you will, and you're sorry you're muted. Is that better? Can everybody hear me? That's great. Yeah, thank you. Took the headphones off. We've been collecting data since before Universal Analytics, so we've had a huge amount of data collected over time and how that has been a concern of the team is what do we do with this now that it's all about to go away. There had been a small effort before this was all starting to start to move data out of Google Analytics, out of Google's infrastructure and into our own databases that we could access and merge in with our CMS system. And this sort of just shot jet fuel into that process. We've definitely bought into the whole idea of let's figure out the way to get the data out through some connectors and get it into BigQuery, get it into our database that we're going to be holding and start to build reports on our own in our own system. While still taking, taking advantage of Google Analytics baked in reports inside their system and try to maintain some of our data studio reports or looker studio reports as well. It's been a quite a challenge to figure out what we take with us and what we sort of let go because there's just so many years of data. And what, how do we prioritize that, and then also look at what can be reasonably compared to what's going to be coming along with TA4. There's some things that we could probably grab from the old system but would we have would have no comparable metric, and then do TA4 so is it worth bringing over and continue to report on that if we can't do any real comparison, if we don't have anything they would, we would use in the new system. And, and Justin, I wanted to ask you, because you mentioned before to me that you started leaning on vendors more heavily to sort of hold these reports and start generating insights and generating findings. But that's a method of, you know, rather than storing all the data and having to dive into that, having, you know, here's a 2020 analysis 2021 analysis to look back to and that being a way to kind of archive and preserve data. Do you want to talk about that a little bit. Knowing that the data is going to go away and recognizing how much we make our decisions based on previous years or seasons. Digital efforts. We rely on that to determine whether or not we're going to spend, you know, a large amount of money on a digital investment. We need to know whether or not it's worked in the past for, you know, we're mainly a fundraising organization so to us, the most important thing is to provide environments where potential donors can, it can decide, you know, they want to support us, and really go ahead and do that. We've relied on data, both through just looking at that historical data but also you know ab testing that relies on the data that it's being fed, being truthful and accurate. So with with that historical sort of look back mentality in mind we're just, I'm, I'm just taking as much data as possible running reports for various websites, and just storing them in folders on a Google Drive. And then also just tracking, we've got a couple spreadsheets where we track data month over month just so that we are prepared with an abundance of data for when it goes away. So that we can look back, something that I am interested to see how, you know, if, if knowing that there were some issues with the way that university analytics was was counting some, some metrics, interested to see, you know, if, as we look at the new data coming in that's, you know, that's replicating that those previous metric pools is, do we see a decline in the numbers you know, are what is, and then is that can we assume that those are the real numbers you know so I think we're still sort of figuring out what that next environment is going to look like and and how we report out on the success or failures of the initiatives we begin on. But we're not going to be able to do any of that if we don't have all that data stored somewhere so that's been a large part of me and my team over the last three months while the Parsons team has been leading some discovery sessions and workshops with our teams. We've been figuring out the best way of, you know, archiving data from diverse sites and not just, you know, here's visitors and time on page and bounce rate and all that stuff. And it's a lot of it is very specific to those, those teams so rather than just pulling the high level numbers, digging a little bit deeper to make sure that you know you're, you're aware of who the top refers and and and sources were for previous, for the previous Google trackers, how that relates moving so we have it moving forward so I think just, just an abundance of preparation and thinking about what we're going to want to have a year from now that you know we may lose. Once, once the transitions. Yeah, and I see a lot of questions coming in around around this and it's probably a concern for a lot of folks. And so just to note that, you know, there, there are methods like this to back up your data by running reports or and pulling those and getting the insights ahead of time, or by starting to do more of a data lake or starting to kind of pull data through BigQuery into your systems that are already there. And the trick with, you know, with all of these are there's some there's some downside to each. But yeah, and sometimes I think even a little bit of both is viable because to Marty, to your point, you know, technically speaking you can connect BigQuery to universal analytics and dump all that data into BigQuery but then Google charges you to hold it and also it's in a raw format. So then you're going to have to invest in that you can't just go and pull the questions the way you could in universal analytics or in data studio, which is not called looker studio. Everything that comes out of BigQuery is raw data and has to be formatted before it goes into that report and so you need kind of a data engineer on your team, or to work with a vendor that can provide some of that engineering in order to get get anything out of that data. So, so it is a pretty substantial, substantial change there. I wanted to ask, though, because Justin you brought up another great point which is that we're starting to have more of these conversations internally of what what does your team need to know and when does it need to know it and how does it need to know the full use of that data maybe it's an email report that goes out once a month or maybe it's a dashboard that comes up in a meeting and everyone sits around and does the analysis together. Marty, I wanted to ask you because I know you allow has taken some interesting approaches with with these kind of internal conversations and collaborative efforts around data. What's the best. What's the best way we get data into people's hands. Well, more just, can you tell us a little bit about the conversations that are happening organizationally around, you know, how people are sharing data how how collaboration can happen. Sure. We've been having a lot of conversations with one team in particular that is really been using Google analytics to an advanced degree on their property, making sure that they have lots of conversations about how they've been using the report monthly what they what's been actually been used what hasn't been used. And trying to rebuild all of the custom dimensions from scratch has been pretty much where we've been going. It's sort of like we over the years. We just kept adding on adding on adding on and this has been a great opportunity for everyone to take a look at what we've done and really consolidate and trim things that weren't being used previously. So that's been the great part about this and the meetings of talking through the data we've been collecting is. You asked for this but how, how much has really been used in your, your daily work or your, your reporting, and it's given an opportunity to say well, we didn't really need to be collecting that it was a great idea but let's let's stick with what has been working for you guys. And Justin, do you have any more to add about how these discussions have been going internally within your organization for around data strategy and around collaborative usage of the data. Yeah, we've had one group in particular, mainly the group that's responsible for fundraising that has been much more hands on in these discussions and through this process because you know the data to them obviously is the Holy Grail in terms of determining the budget and, you know, capacity everything is determined by how many people are accessing the digital products or creating and then and then donating or becoming supporters. So, so there's one team that's very, very involved and is thinking about all the different ways that the existing data that they've got, or the existing code snippets that they've got injected into our pages via Google Tag Manager they're you know they're thinking about how Google Tag Manager relates to the GA for transition. And we've got other stakeholders who are much more less concerned about how the data is going to get to them where it lives, you know what it's what the terminology is and much more interested in how they can provide data to their teams on their own without having to come to the digital comms team to pull reports for them in an ad hoc basis. You know, we're excited they're excited to, I've talked to people who have never talked to you before about data you know they're much more on the programmatic side and they're not technologists in any way. And after this process, we've had conversations about how excited they are to be able to go in and set up their own dashboards and learn how to set up custom tracking events. So, so that side is much more like show me what the project product is tell me how to use it. And let me go, which is great. And then the other side is much more like nuts and bolts. Let's figure out how this is working so that everything that we have been doing will continue to work once that switch happens I think that's the big concern for those folks are, you know, the, the GTM GA for component and making sure that everything continues the way that they expect it to. Yeah, I think that's, that's such a huge part of this, of this, you know, migration in air quotes because it's, it's again so much more than just moving to a new version of Google Analytics. It's really about, you know, restructuring your teams rethinking how your teams access the data and look at the data. And, and I think we're even starting to get some questions in chat about, you know, we're going to hire somebody to help us with this move the GA for and who do we hire and again you know the trick is that there's not. It's going to be hard to find somebody who has years of experience on GA for because it's brand new. Maybe you get lucky and you do find someone who's been using it since 2020 but guess what, they have probably gone through 10 different versions of GA for because it changes over and over again. You've told me, I don't know, a considerable amount of time during the week just goes to looking into those changes and communicating those changes to your organization. Can you talk a little bit about how you, how you're teaching Google Analytics for at UI. What I'm teaching right now is basically we're meeting and meetings we're still just like Justin getting ready to roll out the training and figure out how to do this, but it is definitely more time than I expected. Double checking that what I'm saying in a meeting is actually true that what I heard last week may not actually be true when I share it in a meeting. I think I've been operating under the assumption for a long time that I had a whole year of UA data and now it's looking like I will have less than that, and that I heard that many other things that just changed on me. Yeah, so it's been in those meetings and just trying to constantly repeat that we're not making an upgrade, we're not making a migration we're pretty much starting analytics tracking all over, and that this is a new install starting point for everything, and that your reports are going to be different, and we're still in the process of trying to figure out how one old report will continue on into a new report. It's going to definitely be a process and just trying to constantly beat that drum of this is different. It's changing on us all the time. And no one really knows the answers right now unfortunately. Yeah, and that kind of leads into my next and probably final question given where we are on the clock. But how, how are you preparing and budgeting and finding the additional resources and staffing that you need to utilize Google Analytics for Marty do you want to feel like you're in the middle of that. Yeah, we're in the middle of the process we've actually engaged with Parsons to do a little bit of a debt digital strategy and digital cataloging for us, as we are in the middle of the transition we are also reaching out to them to take a look at all of our data and help us come up with a strategy and how to mix that together we had fortunately hired a new analytics position right before for right as this transition was happening. They weren't specifically hard for this but it was nice to have a new voice in the room. And then as far as the transition we've sort of baked in with some of the work that we wanted to our developers to help us rebuild reports that were in looker studio or, or in Google Analytics and help us rebuild them with a new GA for data structure and if we wanted to keep anything alive we would have to spend the time now to rebuild it. That hasn't been true for all our reports some were waiting to see the usage and also it'll be the next phase but it's definitely been quite a bit of budget thrown into that work. It's a majority of where the money is being spent the transition has felt easy. It's always felt shockingly easy to do the transition. I think the concern about what happened when this turns on. And what happens in my old data is really where my anxiety has been rising, the transition has been sort of like, oh, that just happened, like, okay. You know, I'm just and I wanted to chair, but you have a chance to answer that question as well I'm curious how share as strength is is looking at budgeting and additional resources and staffing around to you for, and I think you're muted. I think from a budgeting standpoint I think we're kind of wait and see, you know, the timing for rolling out the new environment will be right around in the next month or two when we're planning for our budgeting for next year so I think that if there's an opportunity for continued training and consulting that we would certainly be interested in looking at those opportunities. But in terms of like just preparing for this change, you know, at a nonprofit like ours, getting, I'm super jealous of the analytics position that Marty has on his staff. So I would love to have somebody come in and be dedicated to pulling this information but you know it can take three years to get a new FTE approved, you know, at a nonprofit like ours so what ends up happening is everybody kind of has to take a little bit of the effort and onto their own work plates. And we just have to distribute around the, the amount of effort that is going to go into, you know, learning, learning the new system setting it up and then operating it as if it's you know just a normal part of our I'm relying on, I've got a bunch of different people around the organization who have taken a more sort of enthusiastic interest in this process. And I'm just going to empower them to be, you know, as part of my analytics team and so we're going to put together a group of folks who throughout this process throughout the training. We can talk about the challenges regularly and talk about the challenges talk about, you know, the breakthroughs they've had, and hope that that enthusiasm continues and I can continue to have a handful of folks so it's not just me and my very small team responsible for, you know, setting up reports for all these sites and products and then pulling them and I think, I think the big time consumer for us is putting the context around a lot of this data, you know, you can have all this data but not really know why it's happening when it's happening so being able to look at the dates and spend the time to really analyze that data takes a lot of time to so I in terms of preparation I think I'm just trying to assemble as much of an army as I can of people who are interested in willing. And then we will hold back some budget or make sure that we have some money available, if needed, for continued consultant through consultant work throughout the transition process. So, so a little bit, just kind of summarizing there a little bit. I know especially at the li having some new people come in and also some people who are very familiar with other data at the organization start to look at the web data and incorporate it into their broader reports, and then you know what's your strength, a lot of just all all hands on deck right and just like how can we, how can we all GA for together. And, yeah, I think some combination of that is probably going to be pretty common at any order that succeeds with this GA for migration. And, and I think, you know, just trying to do business as usual is probably a recipe for not necessarily disaster but somebody that's going to be really, really tired come July 1. Trying to explain to all their stakeholders why metric suddenly shifted and there's a bounce rate but it's not the same and time on page is suddenly 33 seconds instead of five minutes and spoiler alert it's because it's actually paying attention now to how long people have a web browser in view versus just minimized and and running the timer out like that. So it's more accurate but it's also going to be, you know, sudden drops in certain metrics that might surprise and alarm your stakeholders if you're reporting to them and they're not prepared for for the chef so it's great that both at the end of July and share a strength that they're starting to have these conversations or have been having these conversations internally and letting people know what's going on. And I know, you know, in the in the in the lead up this I think I asked you both what was easy, and you both said surprisingly the buy in everyone was just like yeah let's do this. I wanted j4. Has there been any, any, you know, regrets about that has there been anyone who's kind of really, you know, started to push for for the things are started to, you know, look for escape escape hatches to this process or in general, is that in the the overall flow where everyone's kind of bought in and and excited for the opportunity. I think it's easy to be bought in when you don't have a choice, you know, with with it dying you know it was a pretty easy sell that you know we need to invest in this. The other thing that was most important for me leading up to it was, I think every single email that I sent to the various stakeholders and the groups, repeatedly banging the you know this is not a migration, or an upgrade from one version of a product, a piece of software to another you know it's not just, we just push a button is it's rebuilding the way that we collect data the way that we analyze data the way that we talk about data. If it did cause stress I think that that people have been the those nerves have been calmed through the process you know there's been lots of conversations. So I think for us just continuing that line of communication has been key and making sure that everybody's aware of what that changes that some data may look different that we may have to redefine how we define success on the web for our organization. So, if there's regrets I don't think there's anything you can really do about it right I mean we're just is kind of where we're at. You know I, one thing that's been a little reassuring I think for me and for our team is we've looked at alternative options to GA for like Matomo has been talked about and realizing that GA for doesn't work out or it's not suiting our needs or Google continues to change it that there's other options out there that we can still make sure that we're getting web data so knowing that there is an escape hatch that we can jump out of if need be I think is helpful. But I think for the most part everybody is cautiously optimistic that you know will land in a good place and and and figure it out together. Very, very similar for me. I think the best would probably talk to me in a year about how everybody feels about where we are right now because it's still this amorphous thing. It's the deadline hasn't hit everyone can still look at the old data or old GA. I've been trying. While everything is changing also to be pointing to the all the new and cool features that GA for does really have there are some, some really cool new tools I think there's smarter ways of collecting the data that they've acknowledged that they made mistakes with GA or just have advantages now that they didn't with the way UA was built that they can more accurately track information and that's exciting to be telling staff. This is probably more accurate view of what's happening on our websites then we've been reporting on for the last years. We're just about 10 minutes out and I'm still seeing a lot of questions come in around, you know, like, well, how do we, how do we do this. And, and how do what questions should we be asking as we hire new folks or as we, you know, bring in new people to the team. And I just want to say, we can absolutely help. In particular, we have a decision making toolkit. I think both Marty and Justin have used this as well early in their process where basically it's fully automated you can just come in and answer a couple questions put in the, the information that you have available. Our system will kind of make a recommendation for what to, for what to look into and yeah, as you've probably heard today and might be already thinking GA for might not be the best fit for your organization if you don't have kind of that all hands on deck option where you can pull in a lot of different people across the organization or you don't have a dedicated. Data person who can take on some of this responsibility. GA for might be really tricky for you. And so, you know, highly recommend this is a QR code here. Hopefully, I think we're going to stick the link in chat as well. There it is. Yeah. So you can just click that link. And take a look and see what what might what might come up from the recommendations. And I think there's also an option there to just book a one on one chat with us. If you'd like to just talk through the options and kind of what we're what we're seeing and, you know, throughout the industry and so forth. But just to talk a little bit I know we chatted a little bit about data strategy in this conversation here. And how the strategy is going to change as we look at just moving to another analytics platform. Maybe see for maybe something else. But it's an incredible opportunity to start having these kind of conversations in your organization about what is data strategy. And this is kind of our breakdown person here is how we think about it as it's sort of a four step process or a four tier system. And what we see is that most organizations are heavily focused on two and three right. We want to we want to track good data we want to pull in good data. And then we spend some time on reporting an analysis where we go into the systems for Justin you know that's a lot of like ad hoc reports or people are requesting info and that's coming in. I know for Marty, there's a lot of kind of pre built dashboards for a number of teams where they just go and get answers to the questions that they've been asking for years. So two and three tend to be where everyone is focused but data strategy is so much more than that because number one, you need that strategy definition if you haven't kind of translated your mission into tactics and traceable steps and measurable outcomes. Then how do you know if you're tracking the right data and how do you know if the data that you're tracking is a an accurate answer to your questions. Likewise on the other end of the spectrum adoption and optimization. If you're not taking those reports and turning them into actionable insights if they're just kind of going into a black hole of here's a bunch of metrics okay great we have our traffic went up or our traffic went down. That's fine. If that's the, the end of we're reporting an analysis goes and it doesn't make, you know, changes to your, your outreach campaigns or changes to kind of broader outreach efforts a organization, or even changes to how you want your constituents to engage with your, your team and your material. Then it's kind of all for not somewhat. And the better thing to do is to start kind of weaving that data in making those data driven decisions. And we can, we can help with all of that person to go has has already and are, and we're still adding capacity over the next several months to help all kinds of organizations migrate off of universal analytics on to GA for or onto another system. And, you know, if you haven't done so already reach out to us on LinkedIn, or through our website, or yeah check out that that link that we put in chat and there's a QR code again, because we have a number of options to help actually here. We have all kinds of things we have toolkits is that QR code again we have videos and presentations several on GA for already. So if you'd like to kind of have a deeper technical dive on that we have podcasts we talked to different industry leaders and get a lot of thoughts, you know from across across the sector. And then of course more events like this one, where we have wonderful guests join us and share their perspectives on kind of what life, what, what, what these migrations with these technical challenges and opportunities look like on a day to day basis so I will pause there in case there's any last questions. And I also just want to say thank you so much to Marty and Justin for your time and your attention today and for everything you shared with us.