How everyone measures clients wise. CPA ROAS like what am I getting cost per conversion, blah, blah, blah. But there's the return on ad spend. these are the metrics that we should be counting. Typically, this is how everyone measures client wise. no CPA ROAS, like what am I getting cost per conversion buble one, but there's a return on ad spend. these are the metrics that we should be counting. This is something that all of these will have a correlation to each other. They all work together. obviously CPC is going to be different than ECPNV, which is the effective cost per new visit. that's how scalable a campaign is. there's more here. Obviously, there's frequency, which is good, but that's an app platform metrics. Most of these that you'll see here on the screen, CPCs in app CPN rows are an app. Everything else is not really in app, like in metal or in Google, in email clients, whatever it is. so by scaling as example, if you're a CPNB is too high, Okay. It's really difficult to scale your CPC could be low, but depending upon campaign type by channel, if your is too high, that's what actually is going to be. It's going to be scaling because as you add in dollars, your is what you're adding dollars to. So that's when you said, the CPC is maybe not what they were. They want it as well. It could be or it could not be. it all depends on what the difference between the e ccp NV and the CPC is. CPC is indicative of just a click from a network. E ccp, NV is how many are new. A lot of times, those are way different metrics. so that's one of the thing that I'm gonna be, giving that speech about. but that's also something that to give you, I'll just do, this last seven days, for example, on Facebook, I think, like the 3 range, like 2. 90 3 range, but it actually is costing him 5 for every new visit. So when you're looking at the difference between Facebook and Amazon, we'll discuss this part later. But when they started to pull back, they're like, oh, we'll have an economy of scale. we'll pull back the spend here and we'll do better. And it didn't. And that's because they started losing more new visits that returning. So scaling up or scaling down is having the same effect because they're not actually controlling the difference between CPC and ECP and me. So when they pull back, everything hurts. So that's, what's interesting. All these are correlated. and that's why I'm saying it's so unique. It's really, it's the customer journey and that's the real unique part is you never want to pull back more new visits than returning visits. Then your economy is scale moving up or down. So this is a really complicated scenario. Cause just massive and has millions of users like a month, but that's just like the thing where. We really have to go one by one to make sure that if we're going to scale up, we don't use the current performance in app because that is a snapshot in time. That's one, maybe fifth of the user journey. so that's how we want to make sure we think about this traffic is if it's scalable, why or why isn't it scalable? The other part, actually, what's funny is in that same presentation, this part here, This is just something that's good for everyone. The glass ceiling of diminishing profitable returns misinterpreted by ROAS. The red line is where you hit a point of diminishing returns. And so Google, people usually overspend on Google. We overspend on Google, because we're a Google agency. Typically we have been, and that's where it's yeah, but you guys are the ones that should go where maybe that's not necessarily true. The diminishing profitable return at the point of diminishing returns. Cause Anything that over attributes, you can scale that thing right up to the moon. And it just always get a, show you a good profit return, but it's not affected by the backend. Meta is typically under utilized because it always has like a 1. 5 return because it's always started the customer journey. And then Google's always overspent because it's always like the last 30 percent of the customer journey that we get attribute, which means that it's always going to look good. So this one's understanding this one's overspending and then. We are always person on the other end of the call. That's Hey, solutions, eight. why don't you spend more? You're doing better than meta and you gotta save my ship here. But that's because we haven't identified the glass ceiling. So when we're scaling a client, my always thing is, what are they doing? What channels are they running? Apple levels? What is the customer journey that they're going through? Are we starting a lot of the journey on meta that we're overspending on Google and overspending on Amazon because, we don't control Amazon and people are just dumping in brand spend there and it shows a 10 X return, but it's started by something else like YouTube. So these are always those kinds of like points where we look at is when you're looking at omnichannel traffic, we can scale, but should we scale? are we in that part here in this, scenario? we're already here, we're past point dimension returns. And Regina, you're asked, take it up here. It may not be a good idea. what other things are we doing? And are we under utilizing any other channels at the time? or that's why I think that we're thinking about a customer journey. We're really simple. We're in a war of attention with everybody else for a product people want. Period. That's as simple as this really gets. That's why meta does so well. And it looks like it does poor is when is the war of attention because they have a higher frequency where Google gets like one click. so those are ways to think about it.