Any idea what time (EST) the insights on the analytics page close out for the day?

Any idea what time (EST) the insights on the analytics page close out for the day? I have seen mixed results when trying to determine this on my own. Sometimes I won’t see play count increase after 10PM EST for example. It won’t increase anymore, then the following morning the plays you would have seen are dumped onto the current day. Does it close out for the day when the item shop rotates? (Aprox 9PM EST)

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