Time-Decay Attribution
01 Definition
Time-Decay Attribution meaning: Time-decay attribution gives more credit to touchpoints that happen closer to the conversion.
Time-decay attribution weights interactions by how recent they are, so touchpoints nearer the conversion earn more credit and early ones earn less. It suits shorter sales cycles where the final nudges matter most, but it can undervalue early awareness efforts.
Why it matters
How Time-Decay Attribution fits the work
Time-decay reflects the idea that recent touches often carry more persuasive weight, helping you value the channels near the finish line.
In context
In a five-day path, the ad clicked the day before purchase received far more time-decay credit than the first-day search visit.
Practical note
The rate of decay is set by a half life, so check the tool's default before comparing results, since different half lives shift credit noticeably.