Dayparting
Scheduling ad spend to run only during the hours or days that actually convert, instead of bidding the same 24/7.
In practice
It requires enough historical performance data to know when conversions actually happen - for a B2B product, that might be weekday business hours; for an impulse-buy consumer product, it might be evenings and weekends.
A seller of office supplies pauses ads overnight after noticing conversion rates drop to near zero between midnight and 6 a.m.
Why it matters
Without dayparting, a fixed daily budget can get exhausted during low-conversion overnight hours, leaving nothing left to bid during the hours that actually convert.
Worth knowing
- Requires enough historical data - usually several weeks - to reliably identify true conversion windows.
- Not always built directly into an ad platform - some sellers use bulk rule automation instead.
- Time zone matters - dayparting should follow the customer's local time, not the seller's.
Start the conversation
Let's talk it through
Tell us where things stand with putting dayparting into practice and we'll respond with next steps, no forms, no waiting in a queue.
- A specialist replies directly, not a support queue
- Whichever channel is fastest for you, call, WhatsApp or email
- No long-term contract to start the conversation
