Unlock Amazon Marketing Stream Hourly Data
Amazon Marketing Stream provides hourly data every day, and if used wisely, it can be a great leverage for brands.
At Hector, we’ve spent countless hours perfecting a visualization screen that makes sense of this data, helping you make smarter decisions.
Why Hourly Data Matters
Hourly tracking helps you spot the best-performing time slots for your ads. With 168 hourly slots each week, patterns emerge, giving you clarity on when to push your campaigns for maximum impact.
The first step in dayparting? Identifying the top-performing time slots for your Exact Match keywords.
Common Mistakes in Dayparting
Don’t rely on just one metric to evaluate hourly performance.
Don’t analyze campaigns with multiple keywords.
Avoid using Broad or Phrase match types for dayparting.
Don’t mix Brand, Competitor, and Generic keywords in one assessment.
Best Practices for Smarter Dayparting
Consider placement-based performance (when available).
Separate BAU days from event days.
Analyze different product keywords separately.
Use a mix of metrics - not just ROAS or ACOS.
Look at at least 90 days of data for accurate insights.
Key Takeaways for Effective Dayparting
Different keywords perform differently throughout the day and week.
Exact Match keywords are closely tied to search term behavior.
Brand, Competitor, and Generic keywords each have unique conversion trends.
Performance varies by ad placement - Top of Search, Rest of Search, and Detail Page.
With Hector, you can now view Exact Match keyword performance by placement, giving you deeper insights than ever before.
Our Top Metrics for Time Slot Performance
🔹 ROAS
🔹 Orders
A Final Thought on Product Keywords
Not all keywords behave the same way. A keyword like "Hair Serum" will perform differently than "Hair Shampoo." Analyzing them together? That’s a mistake.
Recognizing these nuances, we built and launched our dayparting, designed to help brands make data-driven decisions with minimal guesswork.
We’ve redefined dayparting to maximize the full potential of Amazon Marketing Stream.
Are you using hourly data to its fullest?