19 November 2025 · Attribution
Attribution windows that survive 11.11
A seven-day click window that looked responsible in March will assign the same purchase to three paid placements in November. The events are not wrong. The window is theatrical.
Thai mobile commerce does not promote evenly. 11.11, mid-year sale, Chinese New Year delivery crunches, and platform-wide coins campaigns compress consideration into hours. Users tap three ads, open two shop-in-shops, abandon COD, and return via a LINE blast. Last-click still “works” in the sense that it always returns a number. Finance will not like the number.
Windows are a product decision
Do not let the ads manager default become the company default. Write a window next to the event dictionary: view-through yes or no, click lookback in hours not days during mega-campaigns, and a rule for coupon deep links that already carry affiliation. If paid social and the marketplace’s own ads share the same coupon parameter, last-click will oscillate every time the platform reorders the checkout WebView.
We ask Signal Desk students to pick two windows — a calm-month window and a campaign window — and to label reports accordingly. Renaming a tile “ROAS (11.11 rules)” is unglamorous and prevents a March model from quietly applying in November.
What the stream must already contain
Attribution arguments fail when purchase lacks coupon, affiliation, or a campaign id that survived the WebView. Fix the payload before arguing models. Promotional Attribution for Thai Marketplaces, when we run it as a workshop, spends the first morning on those three parameters and only then opens the ads UI.
Also: COD cancellations after the event window. If purchase fired at tap and the rider never collected cash, your attributed revenue is fiction. Pair purchase with a later captured or cancelled signal, or accept that campaign dashboards are directional during cash-heavy weeks.