Adbrew’s Hourly Performance tool provides detailed hourly and daily performance data for all your campaigns, accessible on both the dashboard and the Dayparting Strategy page. This feature gives you a granular view of campaign metrics, helping you make informed optimizations based on performance trends throughout the day.
Accessing Hourly Performance Data
On the Dashboard: Go to the Hourly Performance tab to access daily and hourly data for each campaign.
In Dayparting Strategy: This tab is also available within the dayparting strategy settings, allowing you to tailor your bidding strategies based on specific hourly insights.
Using Hourly Performance Views: Trends and Heatmap
Switch between trend and heatmap tab
Trends Tab
The Trends view displays aggregated hourly performance data across all days (selected in the date picker on top), allowing users to analyze metrics such as Cost Per Click (CPC), Conversion Rate (CVR), Advertising Cost of Sales (ACOS), Impressions, Spend, Sales, etc.
Example of trends:
In the above screenshot, it appears that ACOS is typically higher at the start of the day, but from 3 AM to 2 PM, brand-driven sales achieve the lowest ACOS. After that, it starts increasing again, reaching the highest ACOS in the last few hours of the day.
Optimization Insight: By analyzing CPC, CVR, and ACOS, you can identify periods when ad costs are lower and conversions are higher. For example, with ACOS and CPC lower in early mornings and late afternoons, reducing bids and budget budgets from low-performance times can help improve overall ROAS.
Heatmap Tab
The Heatmap Tab is valuable for breaking down hourly performance by individual days of the week, enabling a detailed look at each day’s unique performance.
By default, impressions are plotted on the heatmap, but you can switch to view metrics like sales, ACOS, CPC, CVR, etc.
Example of trends:
Sales trends
ROAS trends
In the above screenshot, we can see that Wednesday, Thursday, and Friday are the highest-selling days for the brand, typically showing higher ROAS than other days.
Optimization Insight: If certain days of the week consistently outperform in terms of sales and ROAS, consider allocating more budget or bids toward those days to maximize sales potential.
Filtering Hourly Performance Data
For a more tailored view of hourly performance, Adbrew offers various filters to refine your analysis:
Campaign Labels: Filter by campaign labels to examine trends for specific campaign categories (e.g., branded, generic, campaigns with a set of products, etc.)
Individual Campaigns: Select a specific campaign to view detailed hourly trends, useful for optimizing high-priority campaigns.
Placement Performance: Review performance by placement (e.g., top of search, product page) to see where your ads perform best during specific hours or days.
Frequently Asked Questions (FAQs)
Where can I find the Hourly Performance data?
You can access Hourly Performance data in two places:
On the main dashboard under the "Hourly Performance" tab
Within any dayparting strategy page
What's the difference between Trends and Heatmap views?
Trends view shows hourly data aggregated across all days, useful for identifying overall performance patterns
Heatmap view displays performance for individual days of the week, helpful for day-specific analysis
How far back can I view hourly performance data?
The system maintains historical data from the time your account was created, allowing you to analyze long-term trends and patterns.
How often is the data updated?
The hourly performance data is updated regularly throughout the day, reflecting recent campaign performance.
How can I use this data to improve my campaigns?
Identify peak performance hours and increase bids during these times
Reduce spend during underperforming hours
Create day-specific strategies based on performance patterns
Optimize budget allocation across different times and days
Why might I see gaps in my data?
No ad spend during certain hours
Campaign pauses
Reporting delays
Budget exhaustion
How long should I wait before evaluating the results of my adjustments?
Allow at least 1-2 weeks to gather sufficient data before analyzing any trends or patterns in your account.
Can I export this data for further analysis?
Yes, you can export the data for additional analysis by clicking on the download icon.
Why am I seeing negative data in the Hourly Performance metrics?
The negative data observed in the hourly performance metrics is often perceived as a glitch, but it is important to note that this perception is not accurate. This is happening due to the ongoing late attribution from Amazon. Essentially, the hourly performance data is currently being received from the time you connect your account, while Amazon is also invalidating bot traffic and invalid impressions/clicks from the previous days. This normalization process must be currently underway and you can expect valid data to gradually populate the hourly performance metrics within the next couple of days.
Why is my Hourly Performance data showing as blank?
There are a few reasons you might see blank data in the Hourly Performance tab:
Plan Level: You may not be on the Professional Plan, which is required to access Marketing Stream data.
Date Range Selection: If you’ve selected a date range that includes dates before your account was connected to Adbrew, data for that period won’t appear.
Marketing Stream Access: Marketing Stream might not be enabled for your account. If you're on the Professional Plan or above, please contact support to enable it.