In time decay attribution, what is emphasized by allocating more credit to channels closer to conversion?

• A. Older touchpoints
• B. More recent touchpoints
• C. All touchpoints equally
• D. First touchpoint only

Answer: (B)

Time decay attribution emphasizes recency—the closer a touchpoint is to the conversion, the more credit it receives. This approach uses a decay function so the influence of each interaction diminishes as the time gap from the purchase grows. In practice, a channel that touched the user just before buying usually gets a larger share of credit than one that occurred days or weeks earlier, because those recent actions are more predictive of the decision at hand. Older touchpoints aren’t ignored, but their weight is lower, reflecting that their impact fades over time. This stands in contrast to models that give all credit to the first touch or the last touch, or assign equal weight to every interaction, which don’t account for how timing affects influence.