Time-Decay Attribution
A multi-touch attribution model that assigns more credit to touchpoints closer in time to the conversion event and less credit to earlier interactions. Time-decay attribution assumes recent interactions had more influence on the conversion decision.
Time-decay attribution applies a declining credit curve where the most recent touchpoint before conversion receives the most credit, and credit decreases exponentially for earlier touchpoints. A typical half-life of 7 days means a touchpoint from 7 days before conversion receives half the credit of the final touchpoint, and a touchpoint from 14 days before receives one quarter.
For marketing teams optimizing conversion-focused campaigns, time-decay provides a realistic model for many purchase journeys. The logic is intuitive: the interactions that happened right before someone converted likely had more direct influence than something they saw weeks earlier. This model works particularly well for B2B sales with extended consideration periods, where it highlights which nurturing activities are most effective at accelerating deals toward close. The limitation is that time-decay undervalues awareness activities that happen early in the journey. Brand-building content and initial discovery channels receive minimal credit even though they may have been essential in starting the relationship. Balance time-decay with first-touch analysis to maintain investment in top-of-funnel activities.
Related Terms
Conversion Rate Optimization (CRO)
The systematic process of increasing the percentage of website visitors who take a desired action such as purchasing, signing up, or requesting a demo. CRO uses data analysis, user research, and A/B testing to improve conversion performance.
Conversion Funnel
A model representing the stages a user progresses through from initial awareness to completing a desired action. Each funnel stage narrows as some users drop off, and optimizing each stage's conversion rate improves overall throughput.
Landing Page
A standalone web page designed specifically to receive traffic from a marketing campaign and drive a single conversion action. Landing pages remove navigation distractions and focus entirely on persuading visitors toward one goal.
Call to Action (CTA)
A prompt that encourages users to take a specific next step, typically presented as a button, link, or form. Effective CTAs use clear, action-oriented language and create a sense of value or urgency to drive conversions.
Social Proof
Evidence that other people or organizations have chosen, endorsed, or benefited from a product or service. Social proof reduces purchase anxiety by showing prospects that peers have already validated the decision.
Value Proposition
A clear statement that explains how your product solves a customer's problem, what specific benefits it delivers, and why customers should choose it over alternatives. The value proposition is the foundation of all marketing messaging.