Time Decay Attribution Calculator
Apply a time-decay attribution model to a touchpoint sequence and adjust the half-life to match your sales cycle.
Search intent
Test time-decay weighting before using it in reporting
Core problem
Teams want later touches to matter more, but they still need a practical way to model how much more.
Built for
Why it fits LeadPulse
LeadPulse click and campaign data become easier to interpret when teams understand how later-stage weighting changes channel credit.
Attribution scenario
Time Decay Attribution Calculator
Tune the time-decay half-life to match your sales cycle and see how late-stage touches gain more credit.
Sample input pattern
Use earlier touches with higher hour values and later touches with smaller hour values.
Touchpoints
4
Primary model
demo-request
Model
Time-decay
Credit allocation
Review the credit assigned to each touchpoint in the journey.
| Channel | Hours before conversion | Credit |
|---|---|---|
| google-search | 168 | 15.7% |
| linkedin-ad | 72 | 23.3% |
| email-nurture | 12 | 29.8% |
| demo-request | 1 | 31.2% |
Model comparison
Time-decay
Top channel: demo-request
- google-search: 15.7%
- linkedin-ad: 23.3%
- email-nurture: 29.8%
Linear
Top channel: google-search
- google-search: 25.0%
- linkedin-ad: 25.0%
- email-nurture: 25.0%
Interpretation notes
- Higher half-life values spread credit more evenly across the journey.
- Lower half-life values concentrate credit closer to conversion.
- Time-decay is useful when later touches should matter more than early awareness touches.
Result summary
- Half-life adjusted credit weights
- Per-touchpoint time-decay allocation
- Channel summary
Why teams use this tool
Time-decay attribution is useful when later touches should earn more credit, but teams still need to understand how strongly that decay should work. This calculator gives you a clear view of time-based weighting, a tunable half-life, and credit allocation across the full journey.
Adjust half-life to match your actual sales cycle
See how late-stage touches gain or lose credit
Explain time-decay weighting without a spreadsheet
How it works
- 1
Enter the touchpoints and time before conversion
- 2
Set the half-life that matches your reporting preference
- 3
Review the weighted channel credit and the decay curve
What you get from the result
- Half-life adjusted credit weights
- Per-touchpoint time-decay allocation
- Channel summary
Related reading
Pair the model with live campaign and click data
LeadPulse helps teams connect channels, naming, and click behavior so attribution and CAC reviews are easier to act on.
Start Free TrialUse the calculator for scenarios and LeadPulse for the live campaign context.
Frequently asked questions
When is time-decay a good fit?
It is useful when later touches should matter more than early awareness touches, especially in longer, more complex conversion paths.
What does half-life mean here?
Half-life controls how quickly older touches lose weight relative to touches that happened closer to the conversion event.
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