Time-Decay Attribution
By the AdFlint research team · Last reviewed July 2026
Weights touchpoints by recency, so interactions closer to the conversion receive exponentially more credit than ones earlier in the path.
Credit decays on a half-life, commonly seven days, so a touch a week before the conversion carries half the weight of one on the closing day. It suits long consideration cycles where recent activity signals intent. Google Ads and GA4 dropped it from reporting in 2023. The misunderstanding is assuming the half-life is tuned to your business; it is a fixed default, not something the model learns from your data.
Time-Decay Attribution compared with
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