Regional Overview
India
1,893
↑ +174 (+10%) vs W20
Brazil
601
↑ +95 (+19%) vs W20
Middle East
504
↓ −30 (−6%) vs W20
Channel Breakdown — W21 vs W20
| Channel | India W21 | W20 | WoW | Brazil W21 | W20 | WoW | Mid East W21 | W20 | WoW |
|---|---|---|---|---|---|---|---|---|---|
| Paid Search | 520 | 481 | +8% | 384 | 323 | +19% | 178 | 177 | +1% |
| Organic Search | 414 | 437 | −5% | 48 | 58 | −17% | 74 | 93 | −20% |
| Social | 129 | 105 | +23% | 15 | 13 | +15% | 11 | 14 | −21% |
| LLM / AI | 362 | 322 | +12% | 82 | 65 | +26% | 116 | 117 | −1% |
| WOM / Referral | 98 | 64 | +53% | 11 | 6 | +83% | 6 | 12 | −50% |
| Direct (incl. in-app) | 370 | 310 | +19% | 61 | 41 | +49% | 119 | 121 | −2% |
| Total | 1,893 | 1,719 | +10% | 601 | 506 | +19% | 504 | 534 | −6% |
Ad Spend vs Sign-up Performance
Social Channel
| Region | W20 Spend | W21 Spend | WoW | W20 Social | W21 Social | Sign-ups |
|---|---|---|---|---|---|---|
| India | $2,015 | $2,235 | +11% | 105 | 129 | +23% |
| Brazil | $0 | $0 | — | 13 | 15 | +15% |
| Middle East | $369 | $212 | −43% | 14 | 11 | −21% |
✓ Spend and Social sign-ups move in the same direction across all three regions.
Google Paid Search Channel
| Region | W20 Spend | W21 Spend | WoW | W20 Search | W21 Search | Sign-ups |
|---|---|---|---|---|---|---|
| India | $3,014 | $2,815 | −7% | 481 | 520 | +8% ⚡ |
| Brazil | $5,226 | $5,248 | +0% | 323 | 384 | +19% |
| Middle East | $2,981 | $2,791 | −6% | 177 | 178 | +1% |
⚡ India: spend −7% yet sign-ups +8% — strongest efficiency gain this week.
| Region | Google (USD) | Meta (USD) | Total Spend W21 | Sign-ups W21 | Cost per Sign-up |
|---|---|---|---|---|---|
| India | $2,815 | $2,235 | $5,050 | 1,893 | $2.67 |
| Brazil | $5,248 | $0 | $5,248 | 601 | $8.73 |
| Middle East | $2,791 | $212 | $3,003 | 504 | $5.96 |
Google Ads converted from HKD at 1 USD = 7.8337 HKD (May 28, 2026). Meta Ads reported in USD. Astra campaigns excluded.
Key Insights
India: Spend Down, Sign-ups Up — Efficiency Improving
India total ad spend ($5,050) is lower than Brazil's ($5,248) despite generating over 3x the sign-ups. Cost per sign-up: India $2.67 vs Brazil $8.73 and Middle East $5.96. India's volume advantage is structural — driven by market size and organic demand, not proportionally higher investment. Within the week, India Paid Search spend fell 7% while sign-ups rose 8%, suggesting further efficiency gains from keyword or audience optimisation.
India · Spend Efficiency
WOM / Referral Uplift Likely Driven by Branding Activity
India WOM referral grew +53% (64 → 98) and Brazil +83% (6 → 11) in W21. These contacts came through Direct Traffic but self-reported word-of-mouth in the "How did you hear about us?" survey — no trackable referral link was used. The timing correlates with India Meta spend increasing +11% in W21. Branding and awareness ads do not always drive immediate sign-ups; they raise ambient awareness that surfaces as WOM in the following weeks.
India · Brazil · WOM Referral
rishi.store Spike in W20 — One-Time Anomaly, Not Organic Growth
16 India sign-ups arrived from rishi.store within a 16-minute window on May 16 (05:14–05:31 AM UTC), indicating a Wati tutorial or online course pushed a referral link to its audience in a single burst. In W21, only 1 sign-up came from rishi.store. This W20 anomaly inflated the referral baseline by ~15 contacts, making the W21 WOM uplift appear larger than the underlying trend. Adjusted for this anomaly, the true W20 India Referral baseline was closer to ~49.
India · ISO W20 Anomaly