What we're seeing with SmileMaker, we had talked about in previous conference calls, while it's a good conversion driver, it also is showing us that for dollars spent in market, more customers are interacting with the brand. So our lead cost is down versus our typical smile assessment approach. So, you know, you spend a dollar in the market and the number of people that are downloading the app is much greater than the people that were interacting with the smile assessment. So either way you get there, whether you increase conversion or you lower your lead costs, it improves your CAC.

Aug 9, 2023 / receipt, needs a key / David (CFO), CFO | earnings call 2023-08-09 | transcript 5d6f106e-5185-48a1-8789-1d4000ad6300 | chars 35029-35619 | segment 35