What is Dayparting?
Dayparting schedules campaigns to run only during chosen hours or days. It aligns delivery to when your audience converts best.
Understanding Dayparting
If performance varies by time or day, dayparting can trim wasted impressions and align delivery to buyer behavior. Start with data to confirm real patterns rather than assuming business hours always win. For many ecommerce accounts, algorithmic delivery plus strong creative often beats rigid schedules—so test before locking in. Pair schedule tests with creative and offer consistency so comparisons are fair. Revisit assumptions after seasonality shifts.
Dayparting is most useful when operations or context create real constraints. Limited support windows, call center capacity, or store hours can justify schedules. CTV flights tied to primetime can also benefit. Keep windows broad at first to avoid starving learning. As signal strengthens, refine with care rather than slicing into narrow slots.
Why Dayparting matters
How Dayparting works
Dayparting works by setting time‑of‑day and day‑of‑week schedules at the campaign or ad‑set level. Use historical hour/day reports to choose windows and confirm that patterns persist. Keep some flexibility for the algorithm to find pockets of performance you did not expect. Refresh windows seasonally since behavior shifts around holidays and promotions. Map promo templates and offers to scheduled windows so messages land on time. Monitor incrementality and new‑customer mix to ensure schedules are helping, not just concentrating spend.
Key Takeaways
- Dayparting schedules ads to run during specific hours or days when performance is strongest.
- Use dayparting to avoid low-converting periods, manage budget pacing, and align with customer behavior.
- Test dayparts systematically before restricting; some platforms optimize across time automatically.
- Monitor performance by hour and day-of-week to identify efficient dayparting windows.
