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      "text": "CAC and New Member Acquisition (000s)\n$35\n821\n$30\n683\n$25\n566\n716\n900\n854\n800\n$20\n$17\n2% QoQ\nCAC\nReduction\n$16\n$15\n500\n$15\n$15\n$15\n$10\n$5\n300\n200\n100\n$0\n0\n3Q23\n4Q23\n1Q24\n2Q24\n3Q24\nNew Member Acquisition (000) ◇CAC",
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      "text": "Member acquisition performance reflects our disciplined focus on new member MTM conversion, existing member retention, and dormant member reactivation.",
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      "text": "In 3Q24, we acquired 854k new members, a 4% increase YoY despite a 10% YoY decrease in marketing investment, as we were able to achieve our MTM growth targets at lower levels of spend. CACs were at a multi-year low of $15, down 14% YoY and 2% QoQ.",
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      "text": "We did not observe any impact to our CAC efficiency from the election cycle in Q3, nor did we in Q4. We expect marketing investments in Q4 to remain at a comparable level to that of Q3 as we continue to capitalize on the strong demand we're experiencing and the attractive LTV to CACs we're generating on those investments.",
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