Answers
Should I pause ads at night or on weekends?
Only if the data says so, and only after you have enough of it.
The short answer
Only if the data says so, and only after you have enough of it.
Most stores do not have enough conversions per hour for day-parting to be statistically meaningful. Cutting hours on a hunch usually just cuts volume.
Where it does pay: if your fulfilment or support genuinely cannot cope at certain times, or if a period consistently produces spend with no orders across months.
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