Less daylight today means fewer conversions, the math checks out.

Also in effect on this date

The full docket. Any of these would hold up in a Monday standup.

• Nobody is clicking ads. They're trying to survive Christmas.

  Holidays · in effect 12-20 to 12-25

• The week before Christmas is a logistics operation, not a shopping mood.

  Holidays · in effect 12-20 to 12-23

• Your audience is in a car crossing three states with the family group chat muted.

  Vacation · in effect 12-21 to 12-25

• The last real business day of the year arrived earlier than anyone admits.

  Seasonality · in effect 12-10 to 12-24

• Everyone is in planning meetings for next year instead of running this year.

  Marketing Ops · in effect 12-01 to 12-31

• Use-it-or-lose-it PTO is expiring, so the workforce is vanishing in unscheduled increments.

  Vacation · in effect 12-01 to 12-31

• Half the org is out of office and the other half is covering for them, badly.

  Vacation · in effect 12-15 to 12-31

• Every other advertiser is dumping year-end budget into the auction.

  Marketing Ops · in effect 12-15 to 12-31