Six years on one Snapchat account: what I learned about Saudi seasonality

The number first

I ran a Saudi perfume retailer's Snapchat account for six years and seven months without a break. Straight from the platform dashboard:

The most important number is not one of those four.

ROAS from March 2025 to March 2026 was 5.66 against 4.19 for the whole period. The account improved with time instead of eroding، which is the opposite of what happens to most ad accounts.

Why most accounts erode

Ad accounts erode for two reasons, and both work slowly enough that no single month shows them:

The audience saturates. An ad someone has seen three times stops working, and the platform keeps serving it because it performed well in week one. Cost climbs gradually while the campaign still looks healthy in the dashboard.

The season changes and the campaign does not. What works in Ramadan does not work in summer, nor in back-to-school, nor in White Friday. An account run on one campaign all year wins two seasons and loses four.

What I did instead

I named every campaign to a fixed system from day one: type, market and date inside the name. After six years and more than thirty campaigns, that alone is what kept the account readable instead of turning into an archive nobody can parse.

I reviewed performance by season, not by month, because buying perfume is itself seasonal. At the start of each season I ask three questions: what changed, what stopped working, and where the audience moved.

I tracked breakeven for each period on its own rather than in the overall average. The average is exactly what hides erosion: an account that wins two seasons and loses four still looks profitable in the annual figure.

And I stopped what was not working at a limit set in advance. A Gulf expansion campaign was stopped after 173 dollars and 347,161 impressions produced no purchase at all.

The full detail with its numbers and dashboard screenshots is in the perfume store case, and what I do on the platform generally is on the Snapchat Ads page.

What this means for your account

If your account returned well this month, the question is not "what is the ROAS?" but "is it higher or lower than it was a year ago?"

An account returning 4.0 today that returned 6.0 a year ago is an account losing ground, however healthy the dashboard looks.