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The Hour of Week Analysis tool aggregates hourly performance data and allows you to see which day of the week and hour of the day gets you the highest traffic and conversions/sales. Based on this data, you can increase bids for time slots that are profitable and use ad scheduling in Google Ads to avoid showing ads during time slots that are wasting money.

Important note for Microsoft Ads accounts: As you may know, unlike with Google Ads, in Microsoft Ads each campaign can have a different time zone. In the Hour of Week tool, this translates into the following:

The system fetches data for the selected campaigns irrespective of each campaign’s time zone, which means that if a campaign accrues, for example, 5 impressions from 12:00 AM to 4:00 AM, the data will be fetched properly for that hour range, no matter what the time zone is. This also works when selecting multiple campaigns.

Choose campaigns
All active campaigns are selected in the tree view on the left by default. You can choose a single or a group of campaigns or a label to see the consolidated data. If you want to see data for paused campaigns as well, you can do so by simply selecting the option 'Show Paused' at the top of the tree.

Pick a Date Range
By default, the tool is set to show data for the last 4 weeks. You can change the date range by choosing dates from the drop-down box, which gives you an exhaustive list of date ranges like Last 30 days, Last Month, Yesterday, Custom, and more.

Network and Devices
You can go a step further and segment data by networks and devices for more granular analysis. Traffic on desktops and mobile phones varies a lot by time of the day and day of the week, and it helps to analyze data for devices separately. 

For example, mobile phones tend to perform better on weekends and in the evenings compared to desktops. When data on mobile phones gets combined with data on desktops this insight is lost. 

Select the metrics to compare

Graphs

Hover to statistics per day of the week and time of the day.

Colors

Each box in the table has two statistics displayed. They match with the statistics shown in the graph placed above the table, and which you defined in the first settings on the tool.