What is time-decay attribution?
Time-decay attribution is a multi-touch model that gives more credit to touchpoints closer in time to the conversion and less to earlier ones. Every touchpoint gets some credit, but recent ones get the most.
Last reviewed .
How time-decay attribution works
The model weights each touchpoint by how recently it happened before the conversion. Credit typically halves over a set interval as you move back in time, which is called the half-life. Google Ads and Google Analytics no longer offer this model.
Because it credits every touch, it gives a fuller view than last-click while still emphasizing the steps nearest the sale.
When time-decay fits
It suits promotions and short sales cycles, where recent interactions plausibly matter most. For long, considered purchases, early touches may matter more than this model allows.
It still shows tracked touchpoints only and assumes recency equals influence, which isn't always true. Compare it with other models before acting on it.
Common questions
What is the half-life in time-decay attribution?
The half-life is the time over which a touchpoint's credit is cut in half. A shorter half-life puts more weight on the most recent touches.
How is time-decay different from linear attribution?
Linear attribution splits credit evenly across all touchpoints. Time-decay gives more credit to the ones closer to the conversion.
When is time-decay a poor choice?
It can undervalue early touches that start the journey, which matters in long sales cycles or brand-building campaigns.
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