Promo weeks distort commerce baselines
How campaign calendars in Thailand quietly warp cart and paid metrics if you do not annotate them.
11.11, mid-year sales, and regional festival campaigns pull unusual traffic into commerce apps. Comparing an ordinary Tuesday to a flash-sale Saturday without annotation invents false product stories.
We mark promo windows beside funnel and recovery charts before recommending fixes. Sometimes the “broken” payment step is a flood of first-time buyers; sometimes a healthy baseline hides a quieter weekday regression.
Keep a shared campaign calendar next to your analytics definitions. Commerce app analytics stays honest when merchandising and product read the same dates.