Disclosed herein are various embodiments for a customer callback system. An embodiment operates by determining a call action indicating a customer to whom a representative is to speak. Data corresponding to an identifier associated with a computing device of the customer and an ad history indicating when a plurality of ads were presented to an application on the computing device of the customer over a defined period of time are retrieved. Based on the data, a pattern associated with when the customer is using the computing device is generated. The pattern is based on a comparison of a first period of time a second period of time during when ads were presented to the computing device. Based on the pattern, a target time indicating when to perform the call action is produced.