Dates/times displayed in the Marketing Cloud interface are adjusted based on the logged-in user’s timezone. The same display adjustment applies to any scheduling configured in Automations or Journeys.
However, dates and times in Marketing Cloud are stored UTC-6 (Central Standard Time with no daylight savings). System data views and tracking data are all stored in this timezone.
You should always assume that “Today” and “Now” are UTC-6.
The query engine in SFMC does support timezone adjustments using the AT TIME ZONE directive. So if you need to adjust UTC-6 timestamps, this is a good place to start.
If you need to accommodate subscriber-specific timezones for sends, you’ll need a “home” timezone or offset for each subscriber and a timezone offset reference data source. Naveen VM has outlined a good end-to-end example.
The only outlier (as far as I know) is Personalization Builder/Einstein Recommendations. Those dates are displayed and recorded in UTC-0.
Did I miss any other TZ weirdsies? Let me know down in the comments.
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