Attribution Models & Types:
What Is Time-Decay Attribution?
Time-decay attribution assigns more credit to touches that occur closer to the conversion event. It reflects how influence typically increases as prospects progress through the journey and take actions with higher intent.
Time-decay attribution is a multi-touch model where each interaction receives credit based on how recently it occurred relative to the conversion. Touches that happen days or weeks before a deal closes receive more credit than those that happened early in the journey. This model is ideal for capturing momentum in long, complex B2B buying cycles.
Why Time-Decay Works in B2B Journeys
How Time-Decay Attribution Allocates Credit
Follow this process to apply and explain time-decay in your attribution strategy.
Step-by-Step
- Define the decay window — Common models use a half-life (e.g., 7, 14, or 30 days) to shape credit weights.
- Map all touches — Include marketing, sales, and customer-facing interactions with timestamps.
- Assign weights — Each touch receives credit based on time before conversion; closer = more credit.
- Adjust for intent — High-value actions such as demos or consultations may receive multipliers.
- Validate with outcomes — Compare weighted influence against pipeline quality and win rates.
- Align stakeholders — Ensure Marketing, Sales, and Finance understand the weighting logic.
How Time-Decay Compares to Other Models
| Model | How Credit Is Assigned | Best For | Strengths | Limitations |
|---|---|---|---|---|
| Time-Decay | More credit to recent touches before conversion. | Complex journeys where intent increases over time. | Highlights nurturing & late-stage impact. | May under-credit early discovery channels. |
| First-Touch | All credit goes to the first interaction. | Brand awareness & discovery analysis. | Simple, directional, easy to explain. | Ignores influence of later touches. |
| Last-Touch | All credit goes to the final interaction. | Conversion-stage optimization. | Highlights decisive conversion signals. | Overlooks mid-funnel influence. |
Client Snapshot: Momentum Revealed
A global software provider adopted time-decay attribution and found that late-stage webinars and product trials played a stronger role than expected. By reallocating budget to nurturing and demo programs, they increased qualified pipeline by 19% within two quarters.
Time-decay strengthens your understanding of how interactions build momentum and influence decisions across complex buying cycles.
FAQ: Time-Decay Attribution Explained
Clear, concise answers tailored for decision-makers.
Strengthen Attribution Accuracy
Identify the true value of late-stage interactions and reveal how intent builds toward conversion.
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