Journal
What to count during a Ramadan campaign window
Iftar timing, voucher stacking, and gift-with-purchase will wreck a tidy funnel unless they have their own lines.
Ramadan windows are not a longer 11.11. Traffic bunches around evenings. Vouchers stack. Gift-with-purchase appears on grids that were quiet in February. If your events only know “campaign = on,” merchandising cannot tell which of those three moved the needle.
In readouts we ask for the voucher types that were live, the hours the app promoted iftar collections, and whether GWP SKUs shared identifiers with paid SKUs. The comparison period should be a quiet week with similar catalog composition, not the previous Ramadan if the app itself changed.
We also note failed payments separately. Evening peaks coincide with banking congestion. Treating those declines as abandoned bags insults both the shopper and finance.