The short answer
Allocate budget by each market's role and evidence threshold, review on an agreed window, and tie spend to contribution margin — not short-term clicks.
Managing ad budgets across Japan and Korea presents unique challenges: different currencies, platforms, seasonality, and benchmarks.
Define the role, loss limit, and evidence threshold for each market before allocating the test budget.
Review market-level economics on an agreed measurement window and avoid reallocating budget based on short-term noise.
Set explicit review windows, change limits, and approval rules before reallocating budget.
Factor exchange rate trends into your budget planning for consistent performance tracking.