Muze AIDefinition
Dayparting is restricting or adjusting your ads by time of day and day of week, so budget goes to the hours that perform and away from the hours that do not. It is configured as a schedule, optionally with bid adjustments per time block. Where automated bidding is in use the algorithm already reads time signals, so manual dayparting is a smaller lever than it once was.
What to know
Check which time zone the report is in before acting on it. An account reporting in one time zone while serving customers across several will show performance peaks that are an artefact of the clock rather than of behaviour.
The strongest case for dayparting is operational rather than statistical: lead generation businesses that can only answer the phone in office hours, and promotions that must not run before they start.
Related terms
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