Time Decay Attribution Model

The Time Decay Attribution Model assigns more credit to marketing touchpoints that are closer in time to a customer’s purchase. For example, if a customer first sees an ad, then visits your website later, and finally makes a purchase shortly afterward, the model gives the most importance to the last few interactions leading up to the sale. This approach recognizes that recent interactions are often more influential in the decision-making process, helping businesses understand which channels or efforts are most effective in driving conversions close to the point of purchase.