Hourly ad figures need a coverage check before they become a schedule proposal. A quiet hour in a report can mean several different things, including limited delivery or incomplete data.
Check that the record exists
Confirm the account, ad product and period covered by the hourly source. Amazon Marketing Stream provides hourly campaign metrics through its supported integration. Amazon’s hourly campaign metrics documentation.
Record the time zone, retrieval date and missing intervals. Keep weekdays distinct where the question requires it, and check whether the source spans the complete period you intend to compare.
Investigate the quiet periods
Check budget availability, product availability and changes to bids or targeting. Keep recent attributed results provisional where the reporting window is still open.
Compare spend, delivery and attributed purchases together. An hour with no purchases cannot explain why shoppers did not purchase, particularly when the product or campaign had limited delivery.
Prepare a limited schedule proposal
Name the campaign, time zone, current schedule and proposed schedule. Include the budget limit, review period and reasons to reconsider. Preserve the earlier settings so the change is clear.
After a person makes the change, verify the saved schedule and continue recording availability and other changes. Read the result as an observation from that period; a difference between hours does not by itself establish the cause.