LINE OA and LINE Ads are different tools
| LINE Official Account (OA) | LINE Ads | |
|---|---|---|
| What it is | Your brand's business account: chat, broadcasts, rich menu, coupons | Paid placements across LINE's apps and services |
| Best for | Keeping customers you already have; answering questions; repeat sales | Reaching new audiences and growing OA friends |
| Main cost driver | Your monthly plan and message volume | Media spend (bidding) |
| Key metric | Friends who stay, chats that become orders | Cost per friend added or per conversion |
Most brands entering Thailand need the OA first and ads second: there is little point paying to acquire friends if nobody is answering the chat or the broadcasts are irrelevant.
What we set up
- Account structure: verified or premium account application where eligible, profile, greeting message, auto-replies and business hours in Thai and English.
- Rich menu designed around the top questions your customers actually ask, linking to tagged pages so the traffic is measurable.
- Segmented broadcasts rather than blasting every friend, because irrelevant messages are the fastest route to blocks.
- LINE Tag on your website to measure conversions from LINE Ads and build retargeting audiences — fired only with consent, in line with PDPA.
- Chat-to-sale tracking: a simple way for your sales team to mark which chats became customers, so LINE gets credit in reporting and leads can be imported to other ad platforms as offline conversions.
Measuring LINE properly
LINE traffic is easy to misread. Links opened inside LINE's in-app browser often arrive without a referrer and appear as "direct" in GA4. We tag every link you post in broadcasts, rich menus and ads with consistent UTM parameters, so LINE appears as its own channel. Details are on our GA4 & analytics page.
Customer data and PDPA
A LINE friend list is personal data. Your privacy notice should explain what you do with chat contents and profile data, broadcast targeting should respect what people agreed to, and any export of chat data into a CRM should be documented. We build these into the setup rather than treating them as an afterthought; your own legal adviser should approve the final notice.
Who does the chatting?
We set up the system, templates and reporting, and train your team. Day-to-day replies are best handled by people who know your products. If you do not yet have a Thai-speaking team member, we will tell you that honestly before you spend on LINE Ads.