A time- and space-resolved deactivation study on the conversion of glycerol to aromatics over H-ZSM-5 was performed. For this purpose, glycerol was vaporized/pyrolyzed in a pyrolysis section followed by a catalytic aromatization step. Benchmark performance showed an induction period of ca. 20 min, followed by a rather constant BTX yield of ca. 25.4 ± 2.2C.% for 3–4 h time on stream (TOS). Subsequently, a rapid drop in BTX yield was observed due to catalyst deactivation. Severe coking leads to coverage of catalyst surface area and blockage of micropores, particularly at the entrance of the catalyst bed at short TOS, indicating the presence of an axial coke gradient in the fixed bed reactor. At longer TOS, coke was formed throughout the bed and negligible BTX yield was shown to be associated with the presence of coke at all bed positions. Besides coking, the acidity of the catalyst was also reduced, and dealumination occurred, both with a similar time–space evolution. The results were explained by a conversion-zone migration model, which includes a deactivation zone (with severely coked catalyst), a conversion zone (BTX formation), and an induction zone (a.o. (de-)alkylation reactions), and describes the time- and space-resolved evolution of coking and relevant changes in other catalyst characteristics.