What Is Time Decay Attribution?

Written by Indicative Team


Time Decay Attribution

Time decay attribution is a multi-touch attribution model which assigns credit to touchpoints encountered closer to the time of conversion, compared to those that occurred further back in the customer journey.  

This attribution model makes the assumption that the closer the encountered touchpoint is to a customers conversion, the more influential it is in the rate of conversion.

The downside of using this type of attribution model compared to other models, is that it doesn’t give a reasonable amount of credit to top-of-funnel marketing efforts, due to those efforts being the farthest from conversion.

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