<b>Front-loaded daily budgets spend 60% by 2pm and pay for it</b>

<b>Front-loaded daily budgets spend 60% by 2pm and pay for it</b>
Across 29 accounts with intraday tracking, 90d.
— Morning-heavy pacing (no schedule): CPM ▲11% vs evening hours
— Even pacing via dayparting: CPM baseline, CPA ▼8%
— Evening commerce verticals: conversion rate 1.4x higher 7–11pm
Meta's default pacing chases early impressions, often the cheapest-to-show, not the cheapest-to-convert.
Read: if your buyers convert at night, daypart your budget there — you're otherwise burning AM budget on window-shoppers.