Tracking
Time-decay attribution
Attribution model weighted toward touchpoints closer to conversion.
Time-decay attribution gives more credit to touchpoints that happened closer in time to the conversion, with credit decaying exponentially backward. Common half-life: 7 days. Reasonable middle-ground between last-click and linear. Most platforms (Google Analytics, GA4, Adobe Analytics) implement a time-decay option. Useful when last-click feels too sales-promotion-credit and linear feels too generous to top-of-funnel.
Example
Auto-insurance lead-gen campaign uses 7-day half-life time-decay: search ad two days before form-submit gets 60% credit, native ad five days before gets 24%, display impression nine days back gets 8%.