Analytics
Attribution Decay Model
An attribution decay model assigns more conversion credit to touchpoints that occur closer in time to the conversion event, with earlier touchpoints receiving exponentially less credit. It balances recognizing all touchpoints while emphasizing recency of influence.
Examples
Under a time-decay model, a social ad seen 30 days ago receives 5% credit while the email clicked 2 days before purchase receives 40% credit for the same conversion.
Best Practices
Choose a decay half-life that matches your typical sales cycle length, compare results against linear and position-based models, and use decay models for channels with long consideration periods.