Ask If your PPC clicks stay the same but mobile conversions drop in the evening, what would you test first?

[Dean101]

Even if PPC clicks stay steady, evening behavior can shift due to device performance, slower networks, or different user intent after work hours. I'd start by segmenting mobile sessions by hour and comparing bounce rate, page load speed, and checkout drop-offs between afternoon and evening. I'd replay session recordings and funnel data to see where they hesitate or fail. This is similar to reading behavior signals rather than just raw clicks, because patterns in flow reveal hidden friction.