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23:58, 23:59, and 00:00. Time resets typically occur at midnights. Let’s check out what ushers in the new day.
• Exactly at midnight, Google Analytics sessions reset. Causes sessions & click differences have a negligible effect.
• The transaction is going to count for the new day if the session has started the day before.
• Happy birthday to you 🥳🥳 (if the new day is your birthday)
• Your daily advertisement budget reseta! 😱
This means that your ads start to get an impression again when the time is 00:01, regardless of your marketing performance! and mostly you don’t need to reactivate your ads if your target audience doesn’t prefer to buy at midnight.
I know it sounds weird, and the worse thing is that most marketers don’t even seem aware of this. They are wasting their budget just because of the day reset. As a result of this, their daily budget is over before the most valuable hours.
We are ❤️ digging through data to get answers to marketing questions. Please say hey! on Linkedin, and lets surf in the data ocean together 🏄💨
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