Yeah

... can be tracked, right? I think there's a lot of stuff that we can create either content or campaign led or paid ads that have an indirect link to things going down funnel.

So when I look at the data on our side, you know, direct and organic search is, like, the biggest pot of where people are going, uh, uh, a- and then filling in a form.

But actually when you look at everything that we've been doing, everything impacts that.

It's not just w- it's not just, uh, the campaigns that we're doing with and the UTMs that we're adding to these links.

If someone comes onto our website directly, it might be that they've had a conversation, a word of mouth.

They might have met us at an event or seen our logo somewhere or searched on an LLM, uh, of, like, what is payment orchestration and what are the top companies that I should be talking with.

It was a, more a brand-building exercise than anything else, right?