> ## Documentation Index
> Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt
> Use this file to discover all available pages before exploring further.

# How Timezones Work in Upstack Data

> Learn how Upstack Data handles timezones across your dashboard, reports, and integrations — and how to configure your preferred timezone.

Upstack Data uses your configured timezone to display all dates and times throughout the dashboard. This ensures your analytics, reports, and date filters align with your business hours.

<Tip>
  During onboarding, Upstack automatically detects your timezone from your Shopify store (if connected) or your browser. You can change it anytime in Settings.
</Tip>

## How Timezones Affect Your Dashboard

Your timezone setting determines how dates and times appear across Upstack Data:

* **Date filters** — When you select "Today" or "Last 7 Days," the boundaries are calculated in your configured timezone.
* **Charts and reports** — Daily metrics roll up at midnight in your timezone, so revenue attributed to "June 1" reflects orders placed between 12:00 AM and 11:59 PM in your local time.
* **Event timestamps** — Individual events display in your timezone for easier interpretation.
* **Scheduled reports** — Any automated reports use your timezone for "daily" boundaries.

<Note>
  Your data is stored internally in UTC for accuracy and consistency. The timezone setting only controls how that data is displayed to you.
</Note>

## Timezone Detection

When you first set up Upstack Data, the system automatically detects your timezone:

| Condition                   | Detected Timezone                     |
| --------------------------- | ------------------------------------- |
| **Shopify store connected** | Your Shopify store's timezone setting |
| **No Shopify connection**   | Your browser's local timezone         |

This automatic detection ensures your dashboard immediately reflects your business's operating hours without manual configuration.

## Configuring Your Timezone

You can view and change your timezone at any time from the dashboard settings.

### Where to Find Timezone Settings

1. Click **Settings** in the left sidebar
2. Select **Dashboard**
3. Locate the **Timezone** dropdown
4. Select your preferred timezone from the list
5. Click **Save Changes**

The timezone list includes all standard IANA timezone identifiers (e.g., `America/New_York`, `Europe/London`, `Asia/Tokyo`). You can search by city name or region to quickly find your timezone.

## Ad Platform Data and Timezones

When Upstack Data pulls performance data from your connected ad platforms (Meta, Google, TikTok, etc.), each platform reports metrics in the ad account's configured timezone. Upstack normalizes this data to UTC internally, then displays it in your configured timezone.

This means your dashboard shows a unified view regardless of how each ad platform is configured — all metrics appear in your chosen timezone.

## Common Questions

<AccordionGroup>
  <Accordion title="What happens if I change my timezone?">
    Changing your timezone updates how existing data is displayed. The underlying data remains unchanged — only the presentation shifts. For example, if you switch from Pacific Time to Eastern Time, an event that appeared at "9:00 PM" will now show as "12:00 AM" the next day.
  </Accordion>

  <Accordion title="Should my timezone match my Shopify store?">
    In most cases, yes. Matching timezones ensures your Upstack revenue reports align with Shopify's reporting, making reconciliation straightforward. If your business operates across multiple timezones, choose the timezone where most decisions are made or where your headquarters is located.
  </Accordion>

  <Accordion title="Does timezone affect attribution?">
    Timezone affects when conversion windows begin and end. A 7-day attribution window starting "today" uses your configured timezone to determine the boundary. For consistency, keep your timezone setting stable once configured.
  </Accordion>

  <Accordion title="Why is my data showing a different date than expected?">
    This usually happens when your Upstack timezone differs from your ad platform or Shopify timezone. An order placed at 11 PM Eastern on June 1 would appear as June 2 in a Pacific Time dashboard. Aligning your timezone setting typically resolves these discrepancies.
  </Accordion>
</AccordionGroup>

<CardGroup cols={2}>
  <Card title="Attribution Reporting" icon="chart-line" href="/analytics/attribution-reporting">
    Understand how Upstack Data attributes revenue to marketing touchpoints.
  </Card>

  <Card title="Analytics Query Guide" icon="magnifying-glass-chart" href="/analytics/query-guide">
    Learn how to query and analyze your marketing data.
  </Card>
</CardGroup>