I’m hoping you’ve all used this, but if not, do this one right away!
Everyone knows that you can get time of day data and day of week data in the Dimensions tab. But how does that tell you whether your campaigns are performing better on a Monday lunch time, or a Thursday morning. Is there any point in running your campaigns on a Sunday morning on mobile devices?
Luckily it is possible to pull account data by Time of Day and Day of Week and compare this by device, navigate to your Campaigns tab, download the report for the last 28 days, adding a segment for Time of Day, Day of Week and Device.
NOTE, it is very important to have the same number of days of the week or your data will be skewed and you’ll lose all data quality.
Create a Pivot Table from the export (making sure not to include the Totals rows at the bottom of the export). The format you use is kind of up to you and what data you’re comparing but this is the format I’ve used to compare each device alongside the others:
Columns = Device; Day of week;
Rows = Hour of day;
Value = Conversions or whichever other metric you are testing.
The resulting table is decent enough, but if you’re like me, a bit of colour helps identify a pattern quickly and accurately. Highlight the similar data you are analysing and in the top Excel menu, select Conditional Formatting > Colour Scales > and chose the appropriate layout. As higher values are more important, I chose green to highlight these values. Do not highlight the Total columns and rows since these numbers are so much higher than the rest of the cells, all other cells will look like “bad performers”. Rather select these rows and columns separately and repeat the above steps.