<b>Dayparting wrong because you forgot the lag</b>

<b>Dayparting wrong because you forgot the lag</b>
You cut 2-5am because "no conversions." But your offer has a 6-hour conversion lag → those 2am clicks convert at 8am and get credited to morning.
You just killed your cheapest traffic and pumped your most expensive.
— Pull a click-to-conversion time report first
— Shift your daypart windows back by the median lag
Dayparting without lag data is gambling with a clock. Check your lag before you cut a single hour.