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Dayparting

Dayparting automatically adjusts your bids based on the time of day and day of the week. If your ads perform better at certain hours, dayparting increases bids during those times and reduces them when performance drops.

Prerequisites​

  • At least one Amazon account connected
  • Active Sponsored Products campaigns
  • At least 25 days of Amazon Marketing Stream data
  • Minimum 5,000 clicks across your campaigns

How it works​

Dayparting analyzes your historical performance data to calculate a bid multiplier for every hour of every day — a 168-cell grid (24 hours x 7 days).

  • During high-performance hours, the multiplier is above 1.0 (bids increase)
  • During low-performance hours, the multiplier is below 1.0 (bids decrease)
  • Your baseline bid stays the same — dayparting only adjusts it temporarily

Example: If your baseline bid is $1.00 and the 3 PM Monday multiplier is 1.4, your bid becomes $1.40 during that hour. At 2 AM when the multiplier is 0.6, the bid drops to $0.60.

An automated process applies the correct multiplier every hour via the Amazon Ads API.

The dayparting grid​

The main view is a heatmap grid showing performance and multipliers across all 168 hour-day combinations.

Dayparting heatmap grid

Reading the heatmap​

  • Rows represent days of the week (Monday through Sunday)
  • Columns represent hours of the day (12 AM through 11 PM)
  • Colors indicate performance — lighter cells have higher Revenue Per Click (RPC), darker cells have lower RPC
  • Cell values show the current bid multiplier

Hover over any cell to see the detailed RPC value and the number of clicks in that time slot.

How multipliers are calculated​

AdTrix uses a hybrid calculation method:

  • High-traffic hours (75+ clicks): Multiplier is based on actual RPC data for that specific hour and day
  • Low-traffic hours (fewer than 75 clicks): Multiplier uses a stable fallback formula to avoid unreliable results from small sample sizes

Multipliers recalculate automatically every day at 2 AM UTC using the most recent 30 days of data.

Enable dayparting​

  1. Navigate to Dayparting in the sidebar
  2. Click the ON/OFF toggle at the top of the page
  3. Set your timezone using the dropdown (this determines how hours align with your local time)

Once enabled, bid adjustments start applying within the next hour.

Customize multipliers​

While auto-calculated multipliers work well for most accounts, you can override any cell:

  1. Click a cell in the grid
  2. Enter a custom multiplier value
  3. Press Enter to save

You can also bulk-edit entire rows (a full day) or columns (a specific hour across all days).

To return a cell to its auto-calculated value, click it and press Reset.

Trigger a recalculation​

Multipliers update daily, but if you want to refresh them immediately:

  1. Click the Recalculate Now button
  2. Wait for the process to complete (usually under a minute)
  3. The grid updates with fresh multipliers based on the latest data

Disable dayparting​

Toggle the switch to OFF at the top of the page. When disabled:

  • All bid multipliers stop being applied
  • Your campaigns revert to their baseline bids
  • Your multiplier data is preserved for when you re-enable

What's next​