Winter is coming for data. This is five days ago. Jenny Marvin. Just reminds everybody that we've got a deadline fast approaching to life. First is the deadline to switch over from UA to GA four. What's really interesting about this is, and I don't know that this is mentioned in this article, there's another article that I have from Search Engine Journal. They're unifying GA four and Google ads conversions, which in theory is good, but it's not gonna fix the attribution problem. That said, if you aren't aware of this, make sure, especially if you're relying on UA conversion that you know that this is coming because gonna kill your account if you don't switch over, meaning you're not gonna be tracking conversions at all, period, full stop. They're literally gonna stop importing them. New data will stop flowing from UA properties into Google Ads. So what's interesting about that is I think on July 2nd we're gonna see. Just a bloodbath because there's so many legacy campaigns so many people not paying attention and not ready and not upgraded. So if you are paying attention, you're gonna be able to take advantage of that. But if you're not paying attention, We'll have to just see how that works and how that functions. I'm not optimistic about GA four. It feels like they're zooming out. You know, everything's becoming more opaque. They're not giving us everything that we used to have. And it could be a little bit like performance Max, where replace it with something potentially better. Just AI driven, but I'll have to see it to believe it in the meantime. Public service announcement. Make sure that you're ready. GTM is still gonna be intact by the way. We have confirmation. Let me read John's note. I spoke with a higher up Google rep and he confirmed GTM is still gonna be available. So if you're tracking conversions through gtm, you're fine. if you're tracking conversions through ua, then switch over to GA four or you're in trouble. I hope this is helpful. Thanks for watching. I'll see you tomorrow.