Time-Based vs Metric-Based Rules

Dayparting rules can be configured using two different rule types: Time-Based rules and Metric-Based rules.

Both rule types operate within the Dayparting framework and allow advertisers to automatically adjust advertising behavior during specific time periods. However, the way these rules are triggered differs depending on the rule type.

Time-Based rules rely only on the selected time window, while Metric-Based rules evaluate performance conditions in addition to the selected time period.

Understanding the difference between these two rule types helps advertisers choose the most appropriate automation method for their campaign strategy.

Time-Based Rules

Time-Based rules adjust advertising behavior strictly based on time periods.

When a campaign enters a defined time window, the rule automatically applies the configured action. The rule does not evaluate any performance metrics before triggering.

This type of rule is useful when advertisers already know that certain hours consistently perform better or worse.

For example, if historical performance shows that traffic and conversions increase during evening hours, advertisers may choose to increase bids during those hours.

Example rule:

THEN Increase Bid

In this example, the bid adjustment will always occur during the specified time window regardless of performance conditions.

Time-Based rules are commonly used to:

Metric-Based Rules

Metric-Based rules evaluate performance metrics during specific time periods before triggering an action.

Instead of applying an adjustment simply because a time window is reached, the system first evaluates performance indicators to determine whether the rule should execute.

This allows advertisers to combine time conditions with performance thresholds.

Example rule:

Time = 02:00–06:00

AND

ACoS = High

THEN Decrease Bid

In this example, the system will only reduce bids during the selected time period if the performance condition is also satisfied.

Metric-Based rules provide more precise control because they ensure that adjustments occur only when both time and performance conditions indicate that a change is necessary.

Choosing between rule types

The choice between Time-Based and Metric-Based rules depends on the advertiser’s optimization strategy.

Time-Based rules are simpler and useful when historical performance patterns are consistent and predictable.

Metric-Based rules provide greater control because they ensure that adjustments occur only when performance data supports the decision.

Many advertisers use a combination of both rule types to create a balanced Dayparting strategy that responds to both time-based behavior patterns and real-time performance signals.