Let's be honest, it doesn't matter how much success you have getting customers to interact with your company, unless you're able to capture value. We were playing in a purely transactional market, and thus the cost of acquiring a customer was pretty big. What we saw was that, native advertising was able to drive more trust as it pushed prospects through third-party reviews. Those that were reading about travel, we're also interested in travel, does our pipeline was now filled with people that found our product highly relevant. This also led to higher levels of intent to interact with and ultimately purchase from travel bony. Finally, this strobe down our cost significantly. We found that our CPA, on other channels, was averaging in the $50-60 range while we were able to cap this at $10-12 on native channels. As I mentioned before, there were a number of key performance indicators that we monitored daily, sometimes hourly. We, in particular, use Google Analytics as our platform, but there are a number of other providers that offer similar functionality. Different articles perform differently, as different geographies did. By enlarge, we found that customers coming through the native channel we're spending a noticeable amount of additional time on the website in comparison to other platforms. Some key takeaways that we learned from our experience with native was that: one, this is a great way of leveraging credibility of others. We were a brand-new company and had zero brand recognition. This held us piggyback and the reputations of others. Two, make sure that you set up the correct KPIs for that specific channel. When we were pushing a lot of marketing spend in the Twitter we found that, CPA was simply not a great measure but it was highly valuable for this technique. Third, consider how to better convert your customers at every stage gate. Think about the photos and headlines on your ads. Then think about the type of article that those customers will get to. Then what are the expectations of these customers once they hit your website? Finally, are there additional touch points like email or retargeting that need to happen? Each one of these steps plays into your ultimate cost. Finally, some articles and market plateau. We tried to spend about a million dollars on native one month and we weren't able to because our volume of articles weren't able to garner that larger audience. Continue to watch out for new articles, and try new creative combinations