Hi, I'm Phil Pearce , the Analytics Director at MeasureMinds. We're a specialist analytics agency based in the UK. I've been attending MeasureCamp for probably around almost 10 years or so. I'm probably one of the few kind of early people that joined in within it. I've been listening in on the consent mode kind of talk, and given that Google Analytics have rolled out modelling within consent mode and aligned people to kind of understand how to set up properly and avoiding any obvious mistakes because they get it wrong, it causes all the data to stop working, rather than upscaling or remodelling that to recount people that have opted out, but need to upscale from, let's say, 15% back up to 100%. So learning how to use those new features and learning from other people's mistakes is really a good thing. The three main areas that we're getting a lot of people ask us about are: GTM server-side, GA3 to GA4 migrations and consent mode, and Bitquery, as well, obviously. So, getting all that set up well and properly, there's a lot of work involved. And they're all technically free tools, but setting them up properly and correctly, there's a lot of mistakes to avoid and ways of doing it correctly and right that not everyone knows about. And part of the reason I'm here is to teach people how to make sure that they are, I'm a big kind of amateur of the mentoring and helping especially junior analysts kind of enter this industry and accelerate their career journeys. When I first started, I didn't really have a mentor and it's been very helpful for both me when I was going kind of learning and also on the flip side when I'm helping other people to learn more quickly and give them strategic advice and areas they should focus on. So that's been really good and seeing those people progress through their career has been really fulfilling. One of the trends - obviously the GA4 kind of 'end of the world' date like it's all finishing. There's a lot of work that's required for that, especially for these large International rollouts, so getting that piece right and standardizing that data collection and making sure that remarketing within GA4 works, BigQuery connection works, there's no cardinality issues that are accidentally generated, the goals are working, event funnels are kind of properly working. Utilizing the newer features like the motion sensor connect with GA4. The main thing really is planning that migration and getting everything moved over and trying to make it as seamless as possible clients so that when that cut-off date happens be it in a year's time, everything just continues working, there's not like an end of the world event. I was just saying, we were in Tivoli yesterday - that's why my voice has gone all cracky. So we're on the theme park rise there going all whoaaa, amazing experience. I love Copenhagen and Denmark, and the people here are so friendly. It's been a really cool event sort of checking out, both MeasureCamp and Copenhagen, so thank you for letting me attend this event.