Dayparting to a 6-hour window cut spend 38% while holding 91% of conversions.
Cohort: one call-only offer (business-hours dependent), 4-week test. Conversions clustered by hour-of-day.
— 24h run: 100% spend, conversions distributed ▏▏▏▏▏▏▏▏
— 11am–5pm only: 62% spend, 91% of conversions retained ▏▏▏▏▏▏▏
63% of conversions fell in those 6 hours; off-hours clicks burned budget on leads the call center couldn't service. Cost per conversion dropped 31%.
Read: for time-gated offers, the conversion curve is the buying schedule — trimming dead hours cut a third of spend for a 9% conversion give-up (n=1 offer, 4-week).
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Dayparting to a 6-hour window cut spend 38% while holding 91% of conversions.
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