Google Ads day and hour report template. The days and hours your ads get the most clicks and conversions.

The Days and hours template shows when your Google Ads work: a heat map of conversions by hour of the week, the same map for clicks, and a daily chart of conversions. It opens on the last 30 days against the 30 before, in the account's own time zone.

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3 cards
7 × 24 heat maps
Account time zone

Days and hours

Last 30 days · 14 Sept – 13 Octvs 15 Aug – 13 SeptAcme Store

When people convertSunday 20:00–24:00

MonTueWedThuFriSatSun0–44–88–1212–1616–2020–24

FewerMore

When people convertTuesday 16:00–20:00

MonTueWedThuFriSatSun0–44–88–1212–1616–2020–24

FewerMore

Performance chart

46112%vs 411This periodPeriod before

0204014 Sept22 Sept30 Sept8 Oct13 Oct

What is in the day and hour report template? Two maps, then a chart.

When people convert

Half

Conversions

Which hours of which weekdays bring conversions

When people convert

Half

Clicks

Which hours bring the clicks you pay for

Performance chart

Full

Conversions, by day

Each day of the period, beside the same day of the period before

Both maps carry the same title, including the one set to clicks. Rename the second, say to When people click, before you send the report.

Which accounts is the day and hour report template for?

Any account. Every campaign type feeds the maps. They need volume, though: at 30 conversions a month, the 42 cells, each a day and a block of 4 hours, hold less than one conversion each on average. On such an account, set the period to Last 90 days, or read whole days and whole evenings rather than single cells.

Times follow the account's time zone, as set in Google Ads. An account set to Paris that sells in Montreal shows the Montreal evening rush between midnight and 3 a.m.

How do you read a day and hour report? Card by card, and what to do next.

Put the two maps side by side

The clicks map shows when you pay. The conversions map shows when it pays back. A block bright on the clicks map and dark on the conversions map is the first place to look: those 4 hours convert poorly.

Google credits a conversion to the time of the click. A booking made on Monday morning after a Sunday-night click counts on Sunday night. With a long sales cycle, the conversions map shows when people start, not when they buy.

Read the daily chart for the week's shape

The chart shows each day's conversions next to the same day of the period before. A weekly rhythm repeats; a lone dip often matches a day the budget ran out or the site went down. The last days read low on accounts with a conversion lag, since conversions keep arriving after the click.

What to change

Under Smart Bidding, time of day is already part of every bid, and ad schedule bid adjustments are ignored. Leave the schedule open unless people truly cannot be served. A business whose phones close at night should stop its call asset after hours, since a missed call is a paid click with no result.

On manual bidding, add bid adjustments by hour only on blocks with real volume: whole evenings, whole weekends. Cutting hours on two or three conversions moves money on noise.

What does a day and hour report show on a made-up account?

Corbel Plumbing

A made-up account, for illustration

Corbel Plumbing, a made-up plumber, takes emergency call-outs in Bristol, on £3,200 a month, and most of its results are calls. Over 90 days, the clicks map is bright from 20:00 to midnight every weekday. The conversions map is dark there: evening hours take 22% of clicks and bring 6% of conversions.
The reason is simple. The office answers until 18:00 and the night line goes to voicemail. Corbel schedules its call asset from 07:00 to 18:00, sends evening ads to an online booking form, and opens the same template again 30 days later to check the evening band.

How do you change the day and hour report template?

Switch one map to Spend to see where the money goes through the day.
On a 90-day period, set the chart's grouping to Week: weekly totals show the trend without daily noise.
For a seasonal business, set Compare with to Same days last year, so this June sits beside last June.

Copy of Days and hoursCancelSave

When people convertEach weekday and hour, in the account's time zone. Darker cells hold more.When people convertEach weekday and hour, in the account's time zone. Darker cells hold more.Performance chartOne figure day by day, week by week or month by month, against the period before.

Performance chart settingsOne figure day by day, week by week or month by month, against the period before.

TitlePerformance chartFigureConversionsGroup the days byBest fitDayWeekWeekMonth

Questions about the Days and hours template.

Anything else? Ask Oppy in the product, or write to the team.

What does a Google Ads day and hour report show?

It shows when your ads bring results. In Optizads: a heat map of conversions by day and hour, the same map for clicks, and a chart of conversions by day compared with the period before.

Should I set bid adjustments by hour with Smart Bidding?

No. Smart Bidding already uses the time of each auction and ignores ad schedule bid adjustments. Use the schedule only for hours when nobody can serve the customer.

How much data do the heat maps need?

A cell with one or two conversions says little. On a small account, use Last 90 days, and read whole bands such as weekday evenings or Sundays rather than single hours.