Thailand · 8 min · February 2026
A listing experiment that looks “flat” in mid-April is not automatically a failed creative. In Thailand, the store has a calendar. Conversion insight starts by writing that calendar onto the chart.
Songkran empties offices and rearranges leisure time. Travel and cash-related apps often see impression spikes; productivity tools slump. If your test window covers the holiday without a note, you are measuring Thailand, not your screenshot sequence. We ask Conversion Lab teams to mark public holidays on the recap before they interpret lift.
Payday is quieter but more regular. Many consumer apps in Bangkok see browse and search lift around the 25th and the last few days of the month. A week-on-week comparison that starts on the 20th and ends on the 3rd is not a clean A/B. Shift the window or annotate the payday band.
Retail and gifting categories move with lunar new year even when the listing language is English. Education apps dip when Thai schools close. None of this is mysterious to a local growth lead; it becomes mysterious when a regional HQ reads a worldwide Connect export and asks why “Asia” underperformed.
Territory filters exist for this reason. A Thailand cut plus a rest-of-SEA cut is often more honest than a single APAC blend. Deveventgrid sits in Phayathai partly so that this advice is not theoretical.
We usually do not. We run the test, keep the creative constant, and refuse to call the holiday week a verdict. If sample size is already thin, extend after the holiday rather than declaring a winner on the 17th of April. That restraint shows up in alumni recaps more often than any particular screenshot trick.
Related reading: the conversion insights map and the localisation workshop on the labs list.