Time decay is an attribution model that measures the temporal proximity of an interaction to a conversion and thus determines the value of a channel in order to be able to make the most realistic assessment possible when weighting marketing measures.
The idea behind this is that each channel that is close to an actual conclusion has the greatest share of the conversion, the channel before that has the second greatest influence and so on.
Time Decay is usually used in combination with other attribution models, such as First Click Attribution, Last Click Attribution, Linear Attribution, Time Decay Attribution, Custom Credits Attribution or Bathtub Attribution.
The monetary share of the channel increases as the time proximity of a channel to the conversion increases.
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