Time Decay Attribution Model: What It Is, Pros & Cons [2025]

By Tracy NgSeptember 25, 20239 min read
Time Decay Attribution Model: What It Is, Pros & Cons [2025]
  • 7 days before purchase: Clicks a Facebook ad
  • 3 days before purchase: Clicks a Google ad
  • Same day as purchase: Searches for your brand and buys
  • The direct search (same day) gets the most credit.
  • The Google ad (3 days prior) gets moderate credit.
  • The Facebook ad (7 days prior) gets the least credit.
  • Optimize ad spend by identifying which channels drive the most valuable interactions.
  • Improve campaign effectiveness by allocating budget toward touchpoints proven to influence conversions.
  • Refine customer journey insights by analyzing how engagement builds towards a purchase.
  • For travel companies: Since travelers often make decisions close to their trip date, weighting recent interactions (such as final ad clicks) more heavily can be beneficial.
  • For B2B companies: Since business purchases typically involve longer decision-making cycles, giving more weight to early interactions (such as the first webinar attended) may provide better insights.
  • Pair it with position-based attribution to determine which channels nurture long-term customer engagement.
  • Use time decay attribution to identify which channels drive immediate conversions.

avatar
Tracy Ng

Senior Content Executive at TrueProfit & SEO/Content Specialist

Tracy is a senior content executive at TrueProfit – specializing in helping eCommerce businesses scale profitably through content. She has over 4 years of experience in eCommerce and digital marketing editorial writing. She develops high-impact content that helps thousands of Shopify merchants make data-driven, profit-focused decisions.

Related BlogsSee All
6+ Best BeProfit Alternatives for Profit Tracking in 2025 (+Real Reviews)
eCommerce

6+ Best BeProfit Alternatives for Profit Tracking in 2025 (+Real Reviews)

Low Cost, High Profit Margin Products for eCommerce in 2025 
eCommerce

Low Cost, High Profit Margin Products for eCommerce in 2025 

7+ Top Shopify Stores to Inspire Your Brand in 2025  
eCommerce

7+ Top Shopify Stores to Inspire Your Brand in 2025