#6 and #7: Time Decay 1-Day and 7-Day Attribution Fashions

The time decay 1-day and 7-day attribution fashions are multi-touch fashions that give a portion of credit score to all of the channels that led to a buyer changing.

Let’s say your buyer sees a Facebook ad for your product on Tuesday. The subsequent day, she remembers seeing your advert and goes straight to your web site with out making a purchase order. A few days later, whereas shopping Instagram, the buyer sees an advert in your product once more. This time, she clicks on the advert and makes a purchase order.

Every of those touchpoints would get some credit score for the conversion however Instagram would get the most as a result of it’s the most up-to-date channel the buyer interacted with. Your Facebook advert would get the least quantity of credit score as a result of it’s the channel that the buyer interacted with the furthest again in time.