Creative was early, conversions were late. That was the surface issue.

We had a Q3 asset drop pushed into late Q2 on DAMAC's side. The problem? Conversion volume typically lags creative by two weeks during peak real estate season in the GCC. Budget was already locked. So we watched a spike in top-of-funnel clicks result in a flatline for CRM-qualified leads.

I built a rolling attribution buffer that checked for time-shifted submissions. We also changed the CTA from "Book Now" to "Register Interest" to give users and the funnel more time to settle. Attribution lifted by 11%. Lead-to-sale ratio stabilized.

Seasonality isn't just about timing. It's about recognizing that buyer behavior moves slower than media teams do. You can't speed up a cycle just because your creative was ready early.