Local context
Thailand app funnels in practice
Playbooks written for US paid social often assume a clean hop from ad to store to open. In Thailand, discovery frequently zigzags through chat apps, creator live streams, and offline prompts that never fire a click tracker.
Working from Phuket, our cohorts keep a running list of funnel textures that break imported templates.
Chat-forward referrals
When a friend pastes a store link into a chat thread, your MMP may report organic while your growth narrative still owes the original creator. Treat referral prompts as first-class paths in Install Path Sketching — even when instrumentation is incomplete.
Marketplace ads vs. store search
Users who browse commerce marketplaces before installing a brand’s app may look like paid web traffic upstream and organic install downstream. Align web and app teams on shared campaign IDs early, or accept that reconciliation will be narrative, not exact.
What to change Monday
Annotate your attribution dashboard with a “local texture” note listing known untracked paths. It will not fix the data. It will stop leadership from overreacting to organic spikes after a holiday campaign on TV or out-of-home.