Seasonal spend and ROI signals in Thailand
Festival periods and school calendars shift app traffic in Thailand. ROI comparisons that ignore seasonality misread source strength.
Around Songkran, year-end sales, and major shopping festivals, install costs rise and user behavior changes. A source that looks weak in February may look strong in April for reasons unrelated to creative quality.
When comparing sources across seasons, annotate the calendar on the same sheet as the numbers. Note public holidays, school breaks, and any nationwide promotions that affected your category. Without those notes, last quarter’s “winner” becomes this quarter’s mystery.
If you must decide budget during a festive spike, compare against the same festival last year rather than against the quiet month before. Year-over-year seasonal pairs beat month-over-month pairs for campaign ROI talks in Thailand.
Keep a short seasonal appendix in every quarterly spend review. It takes minutes to maintain and saves hours of second-guessing after a holiday week.