Work / Lazada
E-commercePublisher
191,420 conversions across six Southeast Asian markets
191,420 conversions from 139.7M gross clicks across six markets — with conversion rates that varied more than eightfold between them.
191,420
Total conversions
139.7M
Gross clicks
6
Markets live
The challenge
Southeast Asia is routinely treated as one region: Thailand converted at 0.65%, Indonesia at 0.08% — 8.6× lower despite the largest click volume. A blended target would have misread both.
The approach
Each market ran as its own line — separate offers by OS, separate CPI/CPT structures, per-market targets. Indonesia was funded for reach, Thailand for efficiency, and both were correct outcomes rather than one looking like underperformance.
What we did
01One line per marketSix separate offers with market-specific CPI/CPT structures rather than a regional blend.
02Split by OS where it matteredAndroid-only offers separated from Android/iOS where device mix changed the economics.
03Set per-market targetsThailand judged at 0.65% CR, Indonesia at 0.08% — each against its own benchmark.
04Fund volume and efficiency separatelyIndonesia bought for absolute reach, Thailand for conversion rate — both deliberately.
