Scope temperature shifting

I believe it exists now .9:30 am 35 yard zero ..half mil at 50 ..2 mils at 70 .temperature at a cool 75'..Come 12:30 pm temperature rises to 90' with the rifle and scope exposed to direct sunlight .held for the same dope on the same yardages and every shot was 5 to 6 yards short of the target .Decided to get to some shade by moving to the dry creek and setting up there a few hours later and the rifle was in the cool shade .The 50 and 70 came back to the original holdovers.Is this a phenomena or am I the only one experiencing this?
 
I get that and use to have a yest pictures of it on my old device. Still cool early morning spot on aint at hotter late afternoon.

Heat expands and cold contracts and just a fraction of a mm at the gun can be a inch difference down range. Even the guns materials ( wood , metal, plastics) as well as the ambient air pressure change + high or low humidity all factors in.. most timse its not so drastic but can be a click or two to get bak on track/ zero. I found my plastic shrouded soda straw barrel guns tend to shift most . Anyway ..
 
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