What is time decay attribution?

Time decay attribution is a multi-touch marketing attribution model that gives most credit to campaign touchpoints closest to the conversion (a purchase or other desired activity).

Why use time decay attribution?

Time decay attribution provides a balanced view of the customer journey, recognizing all touchpoints while emphasizing the impact of recent interactions on the final decision to convert. This can help you refine your conversion funnel and optimize late-stage marketing activity.

Which types of business should use time decay attribution?

Time decay is most appropriate for businesses with longer sales cycles, such as B2B companies, luxury goods retailers, or industries where customers typically engage in extensive research before making a purchase decision. It’s also a useful model for businesses looking to optimize their conversion funnel.

What is an example of how time decay attribution can be applied?

In a car dealership, time decay might attribute more credit to a test drive or a final negotiation session than to an initial online ad view, while still acknowledging the role of that early interaction in starting the customer journey.