Dayparting

With the advent of caching proxies, dayparting functionality in email no longer behaves quite as expected.

Previously, you could intuitively optimize your campaigns by running them during the hours where you get the best number of conversions, as the initial impression happens close to the click & subsequent conversion.

With caching proxies, the impression may happen several hours before the user opens their email and clicks on your ads. If you set your time slots at the time where most of your clicks or conversions happen, you may be missing on most of the impressions, preventing your campaign from serving.

Recommendations

1. Run your initial campaigns with limited to no day-parting to learn patterns
2. Work with your account manager to get a report that attributes spend and conversions to the time of impression rather than the time of click/conversion.
3. Further extend your day parting time slots to cover the newsletter send time / pre-caching time

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Non-Apple Proxy / other proxy campaigns

For desktop and mobile campaigns, you can still rely on the time of impression being close to the time of click, but this may change in the future as browser makers introduce further protections and webmails perform more pre-loading