What Is It?
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.
You will also be able to see an AI-generated summary of the key performance trends across hours and days for the two selected metrics. You will be able to see insights like top-performing hours, weekend vs. weekday patterns, and potential time slots, without spending too much time interpreting the chart.
✨ AI-generated content (such as suggestions, summaries, or insights) is intended to support your decision-making. Please review and validate the output before applying any changes.
Why Use It?
With this tool, you can:
Identify the hours and days of the week that generate the most conversions, helping you focus your budget on the time slots that deliver the best results.
Quickly interpret performance patterns with the help of AI-generated summaries that highlight key trends such as top-performing hours and weekday vs. weekend differences.
Save time when reviewing hourly performance data by visualizing trends in a single view, instead of manually analyzing multiple reports.
How To Use It?
Choose campaigns
By default, all active campaigns are selected in the tree view on the left. To see the consolidated data, you can choose a single campaign, a group of campaigns, or a label. 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
Understanding the Results
Graphs
Hover to statistics per day of the week and time of the day.
Legends
Colors
Dark Green indicates Best performance
Dark Red shows Lowest performance
Light Green means Above Average performance
Light Red indicates Below Average performance
Statistics
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.
Use Cases
Recognize Best Hours of the Week to Increase Bids
Problem: You may notice that your campaigns are getting traffic throughout the week, but conversions remain inconsistent. Without clear hourly insights, it becomes difficult to know when your ads are actually driving the most valuable results.
Solution: The tool reviews performance data across every day and hour to identify the exact time slots that generate the highest conversions or sales. You can then increase bids during those high-performing time slots to maximize your results.
Understand Device-Specific Behavior Across the Week
Problem: User behavior varies significantly across devices by the time of the day and day of the week. How can you understand which device performs better?
Solution: The tool lets you segment data by device so you can evaluate mobile and desktop performance separately. By analyzing device-level trends, you can make smarter bid adjustments and schedule ads based on when each device drives the best results.
Identify Weekly Performance Patterns
Problem: It can be time-consuming to identify patterns across multiple days and hours. Important trends such as weekend spikes or weekday drops may go unnoticed.
Solution: With the Hour of Week Analysis tool, you can visualize performance across the entire week in a single view.
The tool gives:
The graph and color-coded table, which help you quickly identify patterns such as strong weekend performance
AI-generated summaries that highlight key trends automatically.
Demo Video