Journal
6 March 2025
Choosing reporting windows that match campaign reality
Why calendar months alone can mislead brand reporting when launches and festivals cut across month ends.
Social insight reporting often defaults to the first of the month. Campaigns do not. A Songkran push that starts on the 28th and ends mid-April will look incomplete in either month’s cut if you never define a campaign window.
Agree two calendars with stakeholders: a standing monthly brand health cut, and campaign windows that open and close with the creative flight.
When both exist, the monthly report can note campaign overlap without pretending every lift belongs to organic posting alone.
Write the window definition into the report cover page. Future readers—and future analysts—will thank you when they reopen the file six months later.