The first thing we need to do is to identify the leak. Where are people falling out? If we think of our funnel as a physical funnel and it had holes within it, as we pull water into the top of the funnel, if we had holes, water would pour out, it would fall out.

It's more important to us to plug those leaks and that's what we call closing the loop with things like remarketing and activities like remarketing, rather than just trying to fill up with more water. We need to be able to identify where people are falling out of the process.

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