I suspect OTA update was applied simultaneously rather than staggered over the course of the year, so probably not. You can control for seasonality using some o

I suspect OTA update was applied simultaneously rather than staggered over the course of the year, so probably not. You can control for seasonality using some other data as a proxy, but the more adjustments you make, the more potential there is for introducing errors. Randomized test/control split is almost always better than before/after comparison.