Lendly Office Hours

Tableau: Adopted for in-depth analysis of campaign performance beyond Google Ads.
- Next week, a new weekly office hours deck will be introduced for sharing insights.
Google Ads and Analytics: Used to measure the performance of new campaigns and conversion tracking.

Multi-Touch Attribution Dashboard: A comparison of performance metrics over the specified dates (April 3-9 and April 10-16).
- Fund rate remains stable at approximately 40-42%.
Cost Per Conversion: Significant discussions around cost per conversion metrics.
- Notably decreased by 0.24, reflecting a positive trend despite increased total spending.

Emphasis on the distinction between new and existing customers in Google Ads.
- Potential for implementation of a bid accelerator on new customer campaigns.
- Discussion around utilizing first-party data to exclude existing customers from Google Ads to focus on new leads.
- Recommendation: Test exclusion strategy in one state over a month to gauge impact.

State-Specific Campaigns: Plans to roll out campaigns in up to 22 states to better allocate budgets based on performance.
- Current performance metrics show under 5 cost per conversion in several states (e.g., Indiana, Ohio).
- Distinct performance discrepancies between states, requiring tailored budget allocation.
- Proposal to use an evenly distributed budget for the first part of May, then focus on performance-based distribution for additional funds.

Ongoing review with legal for new campaign creatives.
- Expected delays in approval but working closely with the legal team to expedite the process.

Discussion around targeting new versus existing customers and suppression of audiences who have already been declined.
- Exploring effective ways to manage ad spends against lead quality focusing on new client acquisition.

Upcoming plans include finalizing a report and a more comprehensive deck for internal review in the next office hours.
Continual monitoring of campaign performance, especially concerning the share of search across different states.
Emphasis on collaboration, communication, and industry learning to enhance campaign effectiveness.

Mention of financing trends in events like Coachella, indicating potential marketing opportunities linked to consumer spending behaviors.
Overall sentiment of collaboration and adaptability in strategy planning, aiming to optimize the marketing mix effectively.