Performance Deep Dive
Twin Rocks Water
What's happening and what we're doing about it
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Performance Deep Dive
What's happening and what we're doing about it
Tap to begin →
Starting this Monday, you'll receive a weekly performance report every Monday morning — plus a monthly reconciliation report on the 1st of each month that catches any late-closing deals. Automated, on schedule, no need to ask.
51 fewer closes over 6 weeks — let's look at why
Around the same time, we made two changes: launched the North Jersey Google campaign (shifting budget from the proven SGM campaign) and tightened Meta targeting to top 50% income households. Both changes hit simultaneously, which is why we're now separating the data to see what's actually driving the dip.
SGM spend cut in half as North NJ scaled up — SGM was your proven closer
North NJ is converting well — but it's a new market that needs time to build close volume
North NJ is generating leads at a solid conversion rate (16.7%), but it's a brand new market — people there don't know Twin Rocks yet. Meanwhile, your SGM campaign was your proven money-maker getting cut in half. The close drop likely comes from spending less in the territory where you already have brand recognition and a sales track record.
Meta spend dropped and targeting narrowed — fewer but potentially higher quality leads
Shift spend back to the proven SGM campaign — this was your #1 closer and it got cut in half
Don't kill it — the conversion rate is strong. Run it at a lower budget while the market warms up
Top 50% is still new — need more data before deciding. Leads are showing up now
You'll see every change reflected in real data, every week, no guessing
Rebalance Google budget this week
First weekly report Monday Mar 30
Evaluate North NJ at 30-day mark
Monthly reconciliation Apr 1
The dip is explainable and fixable. We shifted budget from what was working to test a new market — now we'll rebalance. You'll have weekly visibility going forward so nothing catches you off guard.
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