Front-loading daily budget by 9am wastes ~12% vs letting Meta pace the full day

Front-loading daily budget by 9am wastes ~12% vs letting Meta pace the full day

Pacing = how Meta spreads budget across 24 hours to hit the cheapest auctions.

Dayparting vs standard pacing, 18 accounts:
— Manual morning front-load: CPA +12% ▲ vs standard
— Forcing spend before the model sees the day's auction landscape costs you the cheap afternoon inventory
— True dayparting only paid off for businesses with hard offline open hours (calls, showrooms)
— Standard pacing beat hourly schedules in 80% of pure-eCom accounts

Meta already buys cheapest-hour-first when you leave it alone.

Read: stop dayparting eCom; let standard pacing find the cheap auctions itself.