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Is There a Point Where I Should Just "Take My Profit For the Day & Go Home?" (13)

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Since things really took off for me a few months ago, I have noticed there have been a number of days where my daily profits tank after 6pm EST. Usually though, things would just go back to normal, conversions would be good throughout the day, I would end the month up five figures, and all was well

Then December hit (boy, were those who warned me this month would be brutal were right)

The few days where I was up a good amount were all wiped out and basically became break even after (you guessed it) 6pm EST

So today, I decided to do a deep dive and see how true this really is

All told, if I were to shut off my big campaigns at that time every day, I would have missed out on only $500 in profits TOTAL for the past six months

Seems like stopping those campaigns at that time is the way to go moving forward, especially considering that I could probably enjoy my evenings more and take a much needed break from "stat checking" (although that addiction will take some breaking for sure)

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Is 6pm local time of your campaigns or tracker time?

I see it pretty often that in the evening my tracker performance goes down for a while depending on the vertical because of late conversions.

Especially in the evening it happens that clicks get attributed to the day but conversions happen too late so that tracker performance goes down.

After midnight you then have the situation late conversions get credited to the previous day without additional cost = Performance increases again for the previous day.

December can be a bit special.

Seriously, I don't daypart in 99.9% of my campaigns.
I only do it when there are call center times or so or when there's a huge performance difference between different hours.

Sure, there are main hours where campaigns perform best and other hours where they perform worse but mostly the traffic volume is also high in main hours and low at night so that the lower performance during such hours isn't that much of an issue.

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@sd31677 you might be onto something, you might not. To determine if what @twinaxe mentions is the cause or not, you need to dig into your conversion reports and see what time the visit took place and what time the conversion happened. I know Voluum records this, I'm sure other trackers do as well. From there you'll be able to determine if it is late conversions distorting the numbers or if dayparting would be worthwhile.

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I am basing this data off Voluum's dayparting, which shows conversions based on when the click happened (from what I can tell)

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Almost everyone I know who runs native Dayparts US traffic at 5PM EST or similar. Otherwise you’re just wasting money. Other option is to have a Nightpart campaign with identical targeting but bids way down.

What twinaxe refers to is absolutely true with pops and push though. I never daypart there. No advantage.

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If you look at the conversion log you can see visit timestamp versus postback timestamp and see how much time typically elapses between these events.

Voluum can show reporting by either visit or postback timestamp. It appears the default is visit, so the data you are looking at is probably correct for what you want, what hours to run the offer.

https://doc.Voluum.com/en/conversion_registration.html

Since you've only made $500 profit in approximately six months after 6pm EST, I would try a campaign that is dayparted. In theory your profits and ROI should be higher as you're forcing the spend into the hours that are profitable for you. Of course, you won't know until you try.

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I actually am currently dayparting these campaigns (there are four of them

It's tough too sometimes to make determinations on dayparting, lower bids, etc because of the fluctuations week to week, month to month. For instance, in September, every hour but one was profitable for all campaigns

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Ok, now I'm getting confused. I'm going to recap, please correct me where I go astray.

The thread started off with your implied question of, "Should I daypart my campaigns and stop them at 6pm EST?" Based upon the fact you only made $500 total profit in 6 months after 6pm, the answer would appear to be yes. Particularly since it seems the data is good.

When I suggest trying that, you mention that the campaigns are already dayparted, and obviously the data does fluctuate. So if they are already dayparted, how are they dayparted?

Finally, you also mention that September was profitable across the board except for a one hour block (each day I'm assuming).

If we go back to the core thought of "The campaigns are barely profitable after 6pm EST" then I think there is an adage that perfectly addresses this situation. "Perfect is the enemy of good enough".

Ok, so you would have missed out on profits in September. But you probably would have gotten those anyway had you forced the spend to profitable hours. Meanwhile, you miss out on the bloodbath that almost certainly occurred in other months. How much have you spent after 6pm EST to get that $500 in 6 months? I bet the ROI is miniscule. There was little upside and tons of risk as you spent all those months.

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You´re right, didn´t see that it´s in Native (not my area of expertise, maybe next year ).

Thanks, I am also a bit confused now

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I apologize for the confusion, should not have phrased the title as a question. I didn't really even mean to make this discussion about traditional dayparting, but rather, a statement that I was going to stop campaigns at a certain time and see what happens

Ironically enough, all this talk about dayparting made me focus on that more. I killed all the negative hours during the day, and even dayparted based on the day of the week

This seems to be an over-reach, as performance suffered. I suspect it's because when campaigns are shut on and off, it takes a few minutes for the machines to figure out the campaigns are active again, so performance in the good hour suffers

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You should look into ad or ad group level automation.

I have scripts based on day-trading strategies like 'trailing stop loss' that monitor all of my ads every 5 minutes and automatically shut them down if they start to lose profit.

You can replicate this with automated rules in some platforms or with APIs in pretty much every platform.

I noticed the same thing and scripts have helped a ton to keep me in the green.

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Hey @ScottyG good to see ya!

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Hey killer, took a little vacation but back to cause havoc

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