I love this question. I really do because this is one thing that I'm quite passionate about. A lot of people, basically, everybody likes to look at where they're succeeding. And that's great. You want to know where you're doing well, but not enough people look at where they're failing because you can only improve so much by focusing on what's good. Like these products are selling the most customers are interacting with this page. That's great. Let's do more of that. But where are your customers not interacting? What pages aren't they looking at? What products are they seeing? What products are they seeing? But they're not buying. So all of those that are sort of anti conversions, you know, even stuff like errors when they're trying to log into their account or put in their credit card information, anything that is sort of a roadblock from getting them to convert in whatever format is a success for your organization. Anything that prevents them from converting, needs to be more focused on and people don't like that. People like to see those good numbers, they like the green when the charts are really high and everything is great. But it's super important to look at what isn't working because that is where you're going to grow the most.