Hello there,
Seasonality adjustments can be used to tell Smart Bidding about expected changes in conversion rates for future events like promotions or sales.
Smart Bidding already handles most seasonal events, so use seasonality adjustments only if you expect major changes to conversion rates over short periods of time. Follow the guidelines below to determine if you should create a seasonality adjustment.
When to use seasonality adjustments:
- Major conversion rate changes (e.g. 30% or more) over short periods of time such as:
- Flash sales
- New product launches
When not to use seasonality adjustments:
- Minor conversion rate changes (e.g. less than 30%)
- Sales or promotions lasting over 7 days
- Recurring sales or promotions (e.g. a weekly sale every Monday)
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