Everything is going great for a business: your ads are working, scale is happening, and you're seeing huge revenue growth for both new and returning customers.

But you can't figure out why: were the new ads you made THAT much better than the old ones?

Or sometimes it's the opposite: nothing is working, including the ads that were doing great only a few weeks ago. So what's the difference?

More often than you realize, it's seasonality. Today, I explain the point and tell you what to do about it.

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